The #1 thing most email marketers neglect…
January 15, 2024

Hello hello, it’s Milan again.

Been a while since my last post, and there’s a very good reason for that.

This past week we’ve been helping a few brands with one of the most important, but overlooked aspects of email marketing:

Email Deliverability.

Basically, the difference between landing in the primary inbox (where your recipients open, read and buy from your emails),

Or landing in spam (where your recipients will never, EVER, see or open your emails and you’re in the same category as the Nigerian princes offering away their fortunes).

See you could have the best email campaigns in the world. 

Compelling copy written by Ezra Firestone himself. Clean, eye-catching designs done by the best in Apple’s very own design team. 

It all means precisely zero if gmail sends your email to spam. 

Don’t believe me? 

This is the exact scenario for a beauty brand I’m speaking with.

The founders run all the emails in house and they do a fairly good job. Their angles are good, designs are pretty. They’ve managed to set up most of the flows correctly too. 

The only thing they’ve neglected is their email deliverability, and the impact is that they're missing out on 90% of the revenue they could be making from emails.

If you're doing the foundations right, but you see performance this poor - you can guarantee you have a deliverability problem.

We instantly ran a deliverability test and confirmed that their emails were going to spam for Yahoo and Gmail.

In their case, the cause was that their DMARC records were setup incorrectly.

We’ve since fixed their DMARC, and are now working to rehab their sender reputation with intentional campaign segmenting.

Should be ready next week.

Anyway, If you think you're in a similar boat and your emails are going to spam, you can book a call with me here. We'll solve the problem for you in 2 weeks.

See you next time,


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