Do This, NOT That: Marketing Tips with Jay Schwedelson l Presented By Marigold
Ep. 305- How to Stay in the INBOX! w/GUEST: Michael Barber CMO of StarTech.com & Top Email EXPERT in U.S.!
Apr 11, 2025
Michael Barber, CMO of StarTech.com and a seasoned marketing expert, dives deep into the world of email marketing. He debunks common myths and shares a three-step process to improve email deliverability. Learn about the importance of engagement metrics and how a culture of testing can enhance marketing strategies. Michael also reveals the art of networking on airplanes, offering hilarious anecdotes that highlight the unexpected bonds we can form at 30,000 feet. Tune in for valuable insights and entertaining stories!
15:45
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Quick takeaways
- Effective email deliverability depends on maintaining a clean IP address and complying with Google's sender requirements and authentication protocols.
- Modern email marketing prioritizes subscriber engagement metrics over traditional spam prevention strategies to enhance email placement success.
Deep dives
Understanding Email Deliverability
Email deliverability relies on several key factors that determine whether an email lands in a subscriber's inbox. The initial step involves the email's journey from the service provider to inbound mail servers such as Gmail and Yahoo, which evaluate the sender's IP address for potential spam issues. To improve inbox placement, maintaining a clean IP address that is not blacklisted or blocked is crucial, and Google has provided specific sender requirements to ensure compliance. Following this, authentication protocols like SPF, DKIM, and DMARC must be correctly implemented and monitored to enhance deliverability across different platforms.
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