Deliverability Defined

Answering Your Deliverability Questions

May 9, 2023

31:50

The way our email inboxes operate has changed dramatically with the evolution of the internet and increased awareness and caution around email scams. Email security and privacy have become a top priority for users, resulting in enhanced protection measures and more stringent regulations.

With so many changes happening in the email deliverability world, several factors could be affecting your success metrics as an email marketer or a content creator. Email strategies need to be adapted according to the sender’s needs and their intended audience.

In this episode, Alyssa and Melissa cover how various factors impact deliverability, including email privacy protection, automatic clicks, link shorteners, VSDs, and DMARCs.

Key Takeaways

[03:50] - Are clicks impacted by Apple Mail Privacy Protection?
[09:19] - What should I do if my clicks are inflated from non-human interactions?
[11:36] - How do I reduce automatic clicks?
[12:07] - Should I use link shorteners?
[14:10] - Should I use a VSD (verified sending domain)?
[19:00] - Should I set up a DMARC?
[24:51] - What is my deliverability reputation score?
[26:47] - What can I learn from Gmail’s Postmaster Tools?

Quotes

[11:32] - “Here are a few recommendations we give to reduce automatic clicks. 1) Always use HTTPS links, not HTTP links. 2) Keep your sender reputation healthy. Make sure you're cleaning your list and listening to engaged subscribers. 3) Encourage replies to your emails. 4) Pay attention to the content of your message — make sure that it

doesn't look spammy, and that the links in your emails are not suspicious.” ~ @alyssa_dulin

[13:19] - “As far as trying to reduce automatic clicks, using something like Bitly is not going to help you do that. In fact, it’s probably just going to increase your chance of having automatic clicks in your email because it’s not a trusted domain.” ~ @mel_lambert_

[29:45] - “These small pieces individually might not be overwhelming, but how they all work together in order to help people be the best sender possible gets tricky. So if you feel like deliverability is overwhelming or you just don't know where to start, know you're not alone. It's very understandable.” ~ @mel_lambert_

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