202: Email Deliverability, Email List Housekeeping, & More About Email! (featuring Kay Peacey)
Jun 14, 2023
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In this podcast, Jacques Hopkins interviews email deliverability expert Kay Peacey. They discuss how to improve email deliverability, housekeeping best practices for email lists, and more. Kay offers great advice on improving email deliverability immediately and dispels common misconceptions. The guest also talks about her membership model for ActiveCampaign users and introduces Bonjouro, a personalized video messaging software.
Authenticating emails through technical measures like DKIM and SPF improves email deliverability.
Creating high-quality content and avoiding spam characteristics can increase the chances of emails reaching the inbox.
Providing a membership and personalized support to customers helps build a strong community and deliver a high-quality product.
Deep dives
The Importance of Email Deliverability
Email deliverability is crucial for ensuring that your emails reach the inbox of your recipients. If your emails are flagged as spam or suspicious, they may not be delivered. To improve deliverability, it is important to authenticate your emails through technical measures like DKIM and SPF, which act as badges of authenticity. These measures help the mailbox providers identify your emails as legitimate and trustworthy.
Demystifying Email Deliverability
Email deliverability can be compared to throwing paper airplanes. The sender writes a letter on a piece of paper, folds it into a paper airplane, and hands it to their email service provider. The provider sends the airplane to the internet. The mailbox provider, such as Gmail or Outlook, acts as the guardian of the inbox and decides whether to deliver the airplane to the inbox or mark it as spam. To increase deliverability, it is important to ensure that your emails appear authentic, well-behaved, and sent by a trusted sender. This involves factors like having a recognizable sender address, matching it with a legitimate website, and avoiding characteristics that resemble spam.
Key Practices for Better Email Deliverability
To improve email deliverability, there are a few key practices to keep in mind. First, make sure to authenticate your emails through technical measures like DKIM and SPF. These measures provide authentication and improve the chances of your emails reaching the inbox. Additionally, focus on creating high-quality, relevant content that engages your audience. Avoid using spammy language or deceptive tactics. Regularly monitor your email performance and metrics, such as open rates and spam complaints, to identify any potential issues and make necessary adjustments. Implementing these best practices can help increase the chances of your emails reaching your audience's inbox.
The Importance of Membership and Personalized Support
The podcast episode emphasizes the significance of providing a membership and personalized support to customers. The speaker reveals that while they offer online courses, they believe that access to their expertise and resources is equally crucial. They compare themselves to a concierge service, where customers can take specific courses but also receive personalized assistance from the host. This approach allows them to deliver a high-quality product and build a strong community.
Pricing Strategy and Tiers Based on Customer Needs
The speaker discusses how they determined the pricing and tiers for their membership. Since their target audience consists of small to medium-sized businesses, they created an essential membership level that caters to individuals with a small list and lower-tier features. They ensure that all the training in the essential level can be accomplished with the lowest-level plan. For more advanced features and content, they offer an advanced membership level at a higher price. The speaker highlights the importance of aligning pricing and tiers with the customers' needs and growth potential.
On this episode of The Online Course Show, Jacques Hopkins interviews email deliverability expert Kay Peacey about how to improve email deliverability, housekeeping best practices for email lists, and more. Kay offers great advice on how to immediately improve email deliverability through basic steps and best practices, and dispels common misconceptions about email deliverability. She also discusses her membership model for ActiveCampaign users, including courses, a support community, and personalized assistance with her and her team. Listeners can also learn about personalized video messaging software, Bonjouro, and get a discount code. This is a must-listen for anyone interested in email marketing and running a successful online course business.
Topics covered in the podcast episode: 1. Email deliverability- Deliverability tools are available for improving email deliverability- Basic steps and best practices can improve deliverability immediately- Even expensive deliverability tools need to be implemented with basic steps 2. Online courses- Online courses can be a profitable business- Podcast focused on helping course creators succeed 3. Guest- The guest for this episode is an email deliverability expert who specializes in ActiveCampaign software- Bonjouro for customer engagement 4. Successful email delivery- Importance of accurate and recognizable sender information- Setting clear expectations early on can help prevent spam folder- Building trust with mailbox providers 5. Software used- ActiveCampaign- Lifter LMS- WP Fusion- Circle Communities- Airtable- WooCommerce subscriptions 6. Monitoring engagement- Importance of monitoring open rates- Clicks are more important than open rates in identifying unengaged contacts- Using automation to keep in touch with members 7. Accelerated ActiveCampaign- A free training course to help people avoid common mistakes- Covers topics such as segments, tags, contacts, and automations in ActiveCampaign 8. Target audience- Small and medium businesses- Two levels of membership: essential and advanced 9. Membership vs course- The speaker initially struggled with the decision to create a membership or sell a course- She ultimately decided on a membership model 10. Deliverability course- Deliverability refers to the ability for emails to reach the inbox- There is a lot of misinformation about Deliverability which the speaker wants to dispel.
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