Podcast Summary: Ep.316 - [Limited Series]🥫SPAMAGEDDON🥫Biggest Email Deliverability MYTHS!

Podcast Information:

• Title: Do This, NOT That: Marketing Tips with Jay Schwedelson l Presented By Marigold
• Host/Author: GURU Media Hub
• Episode: Ep.316 - [Limited Series]🥫SPAMAGEDDON🥫Biggest Email Deliverability MYTHs!
• Release Date: April 24, 2025

In this special episode of "Do This, NOT That!" titled "Spamageddon: Biggest Email Deliverability MYTHs!", hosts Jay Schwedelson, Guy Hanson, and Danielle Gallant collaborate in a crossover series with the Email After Hours podcast. The episode delves deep into the realm of email marketing, focusing on debunking prevalent myths that hinder email deliverability. Through insightful discussions, actionable tips, and myth-busting revelations, the trio equips marketers with the knowledge to enhance their email campaigns and ensure they land in the inbox rather than the dreaded spam folder.

1. Introduction to Spamageddon

The episode kicks off with enthusiastic introductions from the hosts:

• Jay Schwedelson announces the collaboration between the Email After Hours podcast and "Do This, NOT That!" emphasizing the aim to "rip through today’s email deliverability myths" (00:56).

• Guy Hanson and Danielle Gallant complement Jay, introducing themselves as key figures from Validity and co-hosts of the Email After Hours podcast.

The hosts engage in a lighthearted segment titled "You Have 10 Seconds," where they pose trivial questions to each other, setting a fun and engaging tone for the episode.

2. Myth Busting: Spam Trigger Words

Discussion Points:

The primary focus shifts to the first myth: Are spam trigger words like "free" actually causing emails to land in the junk folder and harming deliverability?

• Danielle Gallant addresses the myth by stating, "It's probably false. It is really unlikely" that such keywords alone are responsible for poor deliverability (02:34). She emphasizes that while these trigger words were once significant, their impact has diminished over time.

• Guy Hanson concurs, adding that the real issue lies in how subscribers respond to these words. "If they make your emails look a bit crap, you know, it's going to be lower engagement, it's going to be higher complaint rates, and then your deliverability underperforms" (03:38).

• Jay Schwedelson reinforces this by suggesting that using words like "free" can actually boost engagement, which in turn positively affects deliverability. "Using some of those words, let's say the word free, for example, it will actually increase the number of people opening and clicking and engaging with your emails" (04:04).

Notable Quotes:

• Danielle Gallant: "Unless your email is riddled with alternative fonts or every bad word in the book or is maybe written by, you know, an international scammer, those keywords or phrases aren't going to be your big problem." (03:35)

• Guy Hanson: "It's not about spam filters with rules which are testing them. I think it's about how subscribers respond to them." (03:38)

3. Debunking Bulk Sender Requirements

Discussion Points:

The conversation transitions to the second myth concerning Gmail and Yahoo’s bulk sender requirements introduced last year.

• Guy Hanson explains the initial bulk sender requirements: publishing a DMARC record for authentication, implementing a clear unsubscribe mechanism, and maintaining complaint rates below 0.3% (05:10).

• He further elaborates that these are just the "headline stories." Mailbox providers evaluate additional factors such as valid DNS records, TLS encryption, ARC records for forwarding, and compliance with impersonation rules (05:10).

• Danielle Gallant addresses the complexity of these requirements, reassuring marketers that their Email Service Providers (ESPs) typically handle these technical aspects. "Your ESP will be able to help you with both the unsubscribe implementation for sure. They're also going to be able to help you out with DMARC" (06:37).

• Jay Schwedelson summarizes the takeaway: Most marketers are likely already complying with these requirements, but those unsure should verify with their ESPs to ensure all standards are met. "If this is the first time you're hearing about it or you haven't actually checked to see if it's implemented, just do that" (07:09).

Notable Quotes:

• Guy Hanson: "Mailbox providers can see behaviors which you don't necessarily have visibility of recovering emails from junk or organically forwarding them to your friends and family." (05:10)

• Danielle Gallant: "This is not necessarily something the marketer has to do. Someone on your technical team is going to be able to help you with that." (06:37)

4. Understanding the Impact of Unsubscribes on Deliverability

Discussion Points:

The final myth addressed is whether unsubscribes negatively impact email deliverability.

• Guy Hanson dispels the fear around unsubscribes by differentiating them from spam complaints. "Opt out as a signal to the mailbox providers is neutral... Spam complaints are really bad. They trash your reputation, they make you look like a bad sender, and your deliverability gets worse" (07:47).

• He emphasizes the importance of making the unsubscribe process seamless to avoid spam complaints. "As a sender, you should probably be thinking about making it super easy and visible for your subscribers to opt out so that they don't complain" (07:47).

• Danielle Gallant echoes this sentiment, urging senders to promptly honor unsubscribe requests. "Please. People senders, remove people who have unsubscribed from your mail immediately. Do not wait the legal 10 days to do it because that is going to bite you later for sure." (09:19)

• Jay Schwedelson highlights the strategic advantage of facilitating easy unsubscribes to protect sender reputation. "Make sure it's easy to unsubscribe because they're going to find another way to complain and that way the complaint is going to actually be a problem for you" (08:32).

Notable Quotes:

• Guy Hanson: "If subscribers are engaging positively with your mail and you've set a good foundation, you're probably good." (03:35)

• Danielle Gallant: "One is hurting you, not spam complaints. The other unsubscribes are not." (08:32)

5. Conclusion and Final Takeaways

As the episode wraps up, the hosts reiterate the critical insights gleaned from their discussions:

• Spam Trigger Words: While outdated as direct triggers for spam filters, their strategic use can enhance engagement, positively influencing deliverability.

• Bulk Sender Requirements: Compliance is foundational. Leveraging ESPs to manage technical standards ensures robust deliverability.

• Unsubscribes vs. Spam Complaints: Facilitating easy unsubscribes safeguards against harmful spam complaints, maintaining sender reputation.

Final Thoughts:

• Danielle Gallant and Guy Hanson encourage marketers to focus on genuine engagement and adherence to best practices rather than fretting over outdated myths.

• Jay Schwedelson emphasizes the perpetual battle for inbox placement, urging listeners to stay informed and proactive in their email marketing strategies.

Notable Quotes:

• Jay Schwedelson: "Spamageddon. We are here. I'm so excited we're gonna be ripping through today's email deliverability myths." (00:56)

• Danielle Gallant: "If the offer is enticing, put it in there. If it's good value, we've liberated emails." (04:41)

Key Takeaways for Marketers:

1. Reevaluate the Fear of Trigger Words: Focus on creating compelling content that engages your audience rather than avoiding specific words that are no longer primary spam triggers.

2. Ensure Compliance with Sender Standards: Utilize the expertise of your ESP to meet and maintain bulk sender requirements, keeping your email practices up-to-date with mailbox provider standards.

3. Facilitate Easy Unsubscribes: Prioritize a user-friendly unsubscribe process to minimize spam complaints and protect your sender reputation.

4. Prioritize Engagement Over Avoidance: High engagement rates have a more significant impact on deliverability than traditional spam filter triggers. Craft emails that resonate with your audience to foster positive interactions.

5. Stay Informed and Adaptable: The email marketing landscape is continually evolving. Stay abreast of the latest trends and regulations to maintain optimal deliverability and campaign effectiveness.

This episode of "Do This, NOT That!" serves as an invaluable resource for marketers striving to master email deliverability. By debunking common myths and offering practical advice, Jay, Guy, and Danielle empower listeners to optimize their email strategies and achieve sustained success in their marketing endeavors.