Deliverability Defined

By: Alyssa Dulin & Melissa Lambert
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  • Summary

  • Each week, Deliverability Defined will dive deep into topics about email deliverability, giving you the insight you need to reach the inbox of your subscribers.
    @ 2020 ConvertKit LLC
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Economics Marketing
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Episodes
  • Deliverability FAQs

    Deliverability FAQs
    May 28 2024

    In this episode of Deliverability Defined, Alyssa and Melissa answer frequently asked questions about domain reputation, handling spam complaints, understanding the promotions tab, reasons for declining open rates, the implications of blocklists, the impact of unsubscribes, and much more.


    In this episode:

    • [06:48] - What are the best ways to improve my domain reputation?
    • [09:39] - How do I get out of the promotions tab?
    • [16:09] - Why are my open rates dropping?
    • [22:00] - What does it mean if my IP is blocklisted?
    • [28:12] - Are unsubscribes bad and will they hurt my domain reputation?
    • [31:14] - Should I be on a dedicated IP to help my domain reputation or deliverability in general?
    • [33:49] - How does Google Postmaster Tools use their data?
    • [40:21] - Should I resend to an unopens?
    • [42:03] - Can I use tools that provide email addresses of website visitors?


    Quotes

    “Should I resend to unopens? I wouldn't do it with every send. I would do it sparingly and only if you have a really engaged healthy list. Make sure it makes sense for your scenario and know that there are people who are going to receive it twice.” ~ Alyssa Dulin


    “These deliverability testing tools, I would almost lean toward saying they can sometimes be more hurtful than helpful in the sense that if you don't know what to look for and you also don't understand how the infrastructure works at the ESP, it can be really confusing.” ~ Melissa Lambert


    Links

    • Google Postmaster Tools
    • Gmail
    • ConvertKit Creator Network
    • Subscribe to the weekly Deliverability Dispatch Newsletter!
    • Subscribe to the monthly Deliverability Defined newsletter!


    Connect with our hosts

    • Alyssa Dulin
    • Melissa Lambert


    Stay in touch

    • Apple Podcasts
    • Spotify
    • Twitter
    • Facebook
    • Instagram
    • Deliverability Defined Website


    Try ConvertKit's deliverability in action

    It's now free to use ConvertKit with an audience of 1,000 subscribers or less! Start building your audience and reaching their inboxes: convertkit.com/pricing.

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    47 mins
  • Level Up Your Lead Magnets

    Level Up Your Lead Magnets
    May 21 2024
    While a lead magnet might seem insignificant, creating a high-quality and high-impact offer requires some strategic planning. An effective lead magnet provides a solution that's both valuable and efficient, which creates trust and lays the groundwork for a loyal subscriber base.In this episode of Deliverability Defined, Alyssa and Melissa discuss the power of lead magnets to grow your email list and engage subscribers. They share their experience working with top email marketers and highlight the strategies that have helped them gain thousands of new subscribers and a more engaged and loyal audience. They also share tips on how to create lead magnets and what makes them effective.In this episode:[05:44] - Lead magnets and their purpose.[10:49] - A cautionary tale.[13:07] - The importance of sender identity in email deliverability.[15:28] - How to level up your lead magnets.[19:39] - Tailoring lead magnets to audience preferences.[20:41] - Reminding subscribers of their opt-in at the top of emails.[21:53] - Using ads to drive traffic to lead magnets.[24:27] - Creating lead magnets with ConvertKit.Key TakeawaysLead magnets are valuable resources or incentives offered to potential subscribers in exchange for their email addresses.Effective lead magnets provide upfront value and help build a strong subscriber relationship.A well-crafted lead magnet helps you make a strong first impression and build a highly engaged email list.When creating a lead magnet, it’s important to have a well-defined value proposition and understand the needs of your ideal subscribers.Lead magnets should be part of a larger strategy to convert subscribers into customers.It's essential to have a clear strategy for delivering value to your subscribers after they sign up for your lead magnet.Quotes"A lead magnet is a great way to provide value upfront. Instead of people just signing up to your email list and they start getting sales emails from you, you're giving them things." - Alyssa Dulin"When you have a lead magnet set-up, be sure that you have a strategy around what kinds of emails that person will be getting after they sign up, and not to start sending them broadcasts and sequences accidentally." ~ Melissa Lambert"After the lead magnet's delivered, send an email introducing yourself and make it memorable. Don't just make it a generic bio." ~ Alyssa Dulin"Depending on the kind of list collection you are using, your subscriber quality can be different. That's not a bad thing. It just means you may have to adjust the way you initially have people engaging or not engaging." ~ Melissa LambertLinksJames ClearAtomic HabitsPinterestConvertKit Creator NetworkSubscribe to the weekly Deliverability Dispatch Newsletter!Subscribe to the monthly Deliverability Defined newsletter!Connect with our hostsAlyssa DulinMelissa LambertStay in touchApple PodcastsSpotifyTwitterFacebookInstagramDeliverability Defined WebsiteTry ConvertKit's deliverability in actionIt's now free to use ConvertKit with an audience of 1,000 subscribers or less! Start building your audience and reaching their inboxes: convertkit.com/pricing.
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    26 mins
  • The Future of Newsletters

    The Future of Newsletters
    May 14 2024
    The creator landscape thrives on connection, and newsletters have always been a powerful tool for nurturing these relationships. However, email marketing is changing. Just as domain reputation has become a crucial factor in email deliverability, the future of newsletters hinges on creators adapting their approach when needed, and practicing effective strategies and best practices. In this episode of Deliverability Defined, Alyssa and Melissa discuss the future of newsletters. They reflect on the changes in the email marketing landscape over the past few years and offer some predictions for the future. They highlight the importance of mastering both newsletter creation and email marketing strategies to succeed in the email space. Additionally, they suggest how AI could eventually help navigate subscriber preferences and improve email marketing strategies.Join us as we discuss:[02:25] - The benefits of the email promotions tab.[05:00] - Managing inbox with labels.[07:08] - How newsletters have evolved in recent years.[09:21] - Alyssa's prediction for the future of newsletters.[12:08] - Creators who have successfully combined newsletters and lead magnets to monetize their content.[16:44] - Melissa's prediction for the future of emails and newsletters.[19:54] - Potential roles for AI in emails.[22:04] - The challenges of deliverability in the current email ecosystem.[25:51] - The risks of not following email best practices.[27:05] - Reframing mindsets and embracing opportunities.Key TakeawaysDeliverability is becoming more challenging and requires an empathy-based marketing approach.The future of newsletters will involve creators mastering both regular newsletters and strategic email marketing tactics to maximize success.The use of AI tools in list management could become more prevalent in the future.Senders must take control of their own domain reputation and follow best practices to ensure success in the ever-changing email landscape.Quotes[10:30] - "The future is people mastering both newsletter creation and email marketing strategies. People who figure out both of those things will be the most successful in the email space." - Alyssa Dulin[10:48] - "All those people who have crushed the newsletter game could benefit a ton by figuring out what the email marketers have figured out, having their own digital products or services, paid newsletters, or things they are selling." ~ Alyssa Dulin [22:24] - "Deliverability is going to continue to be harder and harder because senders have to rely on their own domain reputation. It's more sensitive than it was previously. There's more that can upset certain systems." ~ Melissa Lambert[25:51] - "Even if you are at an email service provider who may be able to sign up your emails with a domain that belongs to the email service provider, there's always going to be a chance in this new era of deliverability where a bad actor could potentially really hurt a lot of people." ~ Melissa LambertLinksYahooGoogle Postmaster ToolsConvertKit Creator NetworkSubscribe to the weekly Deliverability Dispatch Newsletter!Subscribe to the monthly Deliverability Defined newsletter!Connect with our hostsAlyssa DulinMelissa LambertStay in touchApple PodcastsSpotifyTwitterFacebookInstagramDeliverability Defined WebsiteTry ConvertKit's deliverability in actionIt's now free to use ConvertKit with an audience of 1,000 subscribers or less! Start building your audience and reaching their inboxes: convertkit.com/pricing.
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    32 mins

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