Deliverability Dynamics: Navigating Email's Ever-Changing Landscape

Revenue Rehab

This week our host Brandi Starr is joined by MV Braverman, Founder of Inbox Welcome.

Meet MV Braverman, a trailblazer in email marketing with a focus on helping small businesses master email deliverability and sender reputation. MV's expertise extends far beyond just crafting compelling email campaigns; they're an industry thought leader frequently sharing insights on top podcasts.

In this episode of Revenue Rehab, Brandi and MV will debunk common email marketing myths, delve into the critical importance of email deliverability, and explore actionable strategies to enhance subscriber engagement and email list health. From decoding bounce codes to leveraging AI summation tools, they'll provide a comprehensive guide to ensure your emails not only reach the inbox but captivate your audience.

Bullet Points of Key Topics + Chapter Markers:

Topic #1 Rise of Email Deliverability Challenges [07:22] MV Braverman accentuates the shifting landscape of email deliverability, saying, "Metrics you see on your dashboard are only a portion of the story. Recent changes from Google and Yahoo mean we're constantly having to adjust our strategies. It's not just about sending emails; it's about navigating an evolving environment and ensuring our messages truly reach our audience."

Topic #2 The Misconception of the Promotions Tab [14:45] MV Braverman clears up common misunderstandings about email categorization, stating, "Landing in the Promotions tab is not a death sentence for your email. It's still the inbox, and often, users peruse this tab with a buying mindset. Viewing these tabs as opportunities rather than obstacles can shift how you approach your campaigns."

Topic #3 Vital Email Design and Accessibility [22:30] "Content should be accessible to everyone," MV underscores. "That means considering factors like ADA compliance and colorblindness. Simplifying email design by focusing on text first can enhance accessibility. We need to ensure our emails are engaging whether viewed on mobile, desktop, or even in dark mode."

What’s One Thing You Can Do Today

MV’s ‘One Thing’ is to shift your mindset from using vanity metrics to focusing on engagement. “Just start by segmenting your list to identify the most engaged subscribers and treat them like VIPs. Focus on building a relationship and providing value. It’s easy to get caught up in trying to achieve higher open rates or increasing the size of your list, but engagement is what truly matters. Nurturing these relationships will naturally lead to better deliverability and stronger customer loyalty. Begin monitoring engagement trends rather than vanity metrics, and you’ll see a more robust and effective email strategy take shape.”

Buzzword Banishment

Buzzword Banishment: MV Braverman's Buzzword to Banish is the term "email blast." MV wants to banish it because it implies that email marketing can be done in a haphazard, one-size-fits-all manner, which couldn't be further from the truth. MV emphasizes that effective email marketing is about nurturing relationships with subscribers and continually refining and personalizing content, not just sending out mass emails without thought or strategy.

Links:

• LinkedIn: https://www.linkedin.com/in/mvbraverman
• Facebook: https://www.facebook.com/inboxwelcome

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