Deliverability Edition:

→ Learn how to audit and improve deliverability 

→ How to use the right tools to test deliverability and improve

→ Understand the spam filters (Gmail, Outlook & Yahoo) 

→ How to fix email deliverability 

Hey you, 

I hope you're doing okay. 

Came back from my holiday to LinkedIn beef about this newsletter’s name and the joy of seeing nearly half the tickets for my new masterclass already gone.

Learn everything about deliverability, inside this email (I've partnered with ZeroBounce to bring you the goods)👇

Deliverability Masterclasses

I’ll teach you how to run your own deliverability audit, how to spot the signs, how to improve and redeem poor deliverability, and all the ins & outs you won’t find on Google.

B2B Masterclass

16 October | 90 mins | Online 

Limited tickets, use code NEWSLETTER for 10% off

B2C & D2C Masterclass

23 October | 90 mins | Online 

Limited tickets, use code NEWSLETTER for 10% off

Prevention is always better than a cure in deliverability, always! 

But you need to know the right tools to use, because your ESP doesn’t (and can’t) give you any deliverability monitoring or tracking

And if it does, it’s lying

What do I use for deliverability? 

I use ZeroBounce to:

• Validate my subscriber data and make sure there are no invalid, risky emails I might email that could cause a bounce and damage my reputation 
• Run email placement tests on all my campaigns and weekly to monitor my deliverability across all email clients - guess who has a 0% spam rate?
• Protect and maintain newer email sending domains by using their warm-up service, so I can keep improving the sender score 

I’ll be showing you how I embed this tool into my deliverability audits and projects in my upcoming masterclasses. 

Why is deliverability just the past catching up with you?

Deliverability is your receipts.

It can be yesterday's campaign you sent.

It can be the last 12 months catching up with you.

The biggest trigger? It's CHANGE 

Spam filters and the big ISPs don’t like change

• Like when you switched email service providers
• Or when you sent a big list that was from a few years ago to try to re-engage
• When you bought a new domain, as you think your deliverability sucks so you 'start again.
• When you change your content and engagement changes

It doesn’t mean you can’t change

But you have to be careful how you do it. Just an FYI. 

From the Vault (and ZeroBounce's blog)

A blog a day keeps the spam filter away 

⌚ 11 min read:

→ How Gmail, Yahoo & Outlook Spam Filters Really Work

⌚ 6 min read:

→ The Worst Deliverability Myths You Need to Know

⌚ 12 min read:

→ Email Authentication: Expert Tips for SPF, DKIM, DMARC, and Beyond

⌚ 8 min read:

→ What Happens When You Don’t Warm Up Your Emails

The Deliverability Drop

How to actually fix email deliverability

If you’ve ever typed “how to fix email deliverability” into Google… you’ll know the advice is usually very generic, wrong or "where the flip do I start?!"

Engagement will solve a lot:
Every inbox provider (Gmail, Outlook, Yahoo, etc.) scores you differently. Their rules aren’t the same. But what they all want to see is engagement.

Engagement means:

• Your trusted
• People want your emails
• People potentially like your emails 
• You're not a spammer 

So how do you build that back up?

• Warm up smartly → I use ZeroBounce to help restore sender reputation and keep lists clean.
  
  
• Feed inboxes what they actually want → My most engaged subscribers are RE:markable readers. That very first welcome email? 70%+ click-through rate, because I gave people something valuable.
  
  
• Engineer guaranteed clicks/replies → Create something people can’t not engage with. Replies are gold for deliverability.

Opens aren’t enough anymore.

If you want to land in the inbox, you need a constant stream of fresh, engaged interactions.

And yes, there’s a whole mix of strategy, content, data hygiene and technical fixes that matter too.

But if you start here, you’re already fixing deliverability in the way that counts.

I’ll be breaking it all down (with real-life fixes tailored to your industry) in my upcoming masterclasses:

• B2C & D2C Deliverability Masterclass – 16 Oct here
  
  
• B2B Deliverability Masterclass – 23 Oct here

Plug of the Week 

Work with me (new availability for Q4 - use your budget)

I offer email marketing audits, consultancy, training, workshops + more. 

If your emails were pizzas, I’d make sure they always get delivered hot and on time.

🍕 Slice into better deliverability,

Beth x

I have ADHD (IFYKYK) so please excuse any typos and spelling errors in this email.

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