Podcast Summary: [Limited Series] 🥫SPAMAGEDDON🥫 11 Email Deliverability Hacks You Need Now 📬 | Ep. 360

Title: Do This, NOT That: Marketing Tips with Jay Schwedelson | Presented By Marigold
Host/Author: GURU Media Hub
Release Date: June 19, 2025

In this exhilarating episode of "Do This, NOT That!" titled "SPAMAGEDDON: 11 Email Deliverability Hacks You Need Now," host Jay Schwedelson collaborates with industry experts Danielle Gallant and Guy Hanson from Validity. This limited five-part crossover series between the Email After Hours podcast and the Do This, Not That podcast delves deep into the critical aspects of email deliverability, providing marketers with actionable strategies to combat spam filters and enhance engagement.

Introduction and Setting the Stage [00:00 - 04:30]

The episode kicks off with a lively interaction among the hosts, setting a fun and engaging tone. Jay introduces the concept of "Spamageddon," emphasizing the battle marketers face against spam filters, block lists, and declining engagement rates. The hosts play a quick "10-second game," where they answer quirky, unrelated questions, showcasing their camaraderie and setting the stage for the insightful content to follow.

1. Strengthening DMARC Policies [04:37 - 05:43]

Guy Hanson opens the discussion with a crucial tip on DMARC (Domain-based Message Authentication, Reporting & Conformance) policies:

"It's only a matter of time before Gmail and Yahoo particularly make it a mandatory requirement to beef up DMARC using a policy of quarantine or reject. Don't wait." ([04:37])

Guy explains that while many senders currently use a "p=none" policy, which doesn't enforce any action on non-compliant emails, this is a vulnerability that fraudsters exploit. He advises marketers to proactively adopt stricter DMARC policies to safeguard their domains and improve email deliverability.

2. Minimizing Spam Complaints [05:43 - 06:21]

Danielle Gallant underscores the importance of maintaining low spam complaint rates:

"Even though Gmail and Yahoo have said 0.3% spam complaint is a maximum, that is really, really generous. What senders want to do is keep their spam complaint rates below 0.1%." ([05:43])

Danielle warns that exceeding this threshold can severely impact deliverability, urging marketers to implement strategies that minimize the chances of their emails being marked as spam.

3. Embracing Double Opt-In [06:21 - 07:11]

Guy Hanson highlights the significance of double opt-in:

"Today's best practices seem to have a regular habit of becoming tomorrow's mandates." ([06:21])

He explains that double opt-in—where subscribers confirm their subscription through a secondary action—enhances list quality and engagement. Guy anticipates that mailbox providers may soon make double opt-in a mandatory requirement, recommending marketers adopt it now to stay ahead.

4. Ensuring Data Hygiene [07:55 - 08:48]

Danielle Gallant emphasizes the necessity of data hygiene:

"Protecting your email list from bot attacks and bad addresses starts right at the point of acquisition." ([07:55])

She advises implementing multi-layered strategies, including address validation, CAPTCHA implementation, and securing signup forms to ensure that only legitimate subscribers are added to mailing lists, thereby enhancing deliverability and reducing spam risks.

5. Deleting Dormant Subscribers [08:48 - 09:11]

Guy Hanson advises on managing inactive subscribers:

"Make sure you're excluding all subscribers who have not engaged with their emails for 12 plus months." ([08:48])

He points out that providers like Gmail and Yahoo are actively deleting dormant accounts, which can negatively impact deliverability. Regularly cleaning inactive subscribers ensures a healthier email list and better sender reputation.

6. Removing Complainers [09:11 - 09:57]

Danielle Gallant discusses handling spam complaints:

"Subscribers who mark your message as spam should be removed from ever receiving any other mail from you." ([09:11])

She introduces the concept of Feedback Loops (FBLs), which help identify and remove complainers from mailing lists. Utilizing FBLs is crucial for maintaining low complaint rates and protecting sender reputation.

7. Implementing Gmail Annotations [09:57 - 10:39]

Guy Hanson sheds light on Gmail Annotations:

"Implement annotations and then you're going to have full control over what content is shown in the Gmail promotions tab." ([09:57])

He explains that annotations allow senders to dictate which snippets or images appear in Gmail's Promotions tab. Without proper annotations, Gmail's AI might display irrelevant content, potentially harming engagement. Proper implementation ensures that the most relevant and appealing content is showcased.

8. Anticipating AI-Generated Summaries [10:53 - 11:44]

Danielle Gallant warns about emerging AI-generated summaries in email clients:

"AI generated summary is going to replace the pre-header, so senders need to start adopting SEO principles." ([10:53])

With AI taking over summary generation, marketers must optimize their email content and alt texts to ensure that the right information is presented to recipients. This shift necessitates a strategic approach to content creation and optimization.

9. Optimizing Bulk Send Timing [11:44 - 12:16]

Guy Hanson provides timing strategies for bulk emails:

"Don't schedule your bulk sends to start at the top of the hour because mailbox providers hate it." ([11:44])

He shares insights from Yahoo, revealing that a significant portion of inbound traffic peaks within the first ten minutes of each hour, leading to processing constraints. By staggering send times, marketers can avoid these bottlenecks, enhancing deliverability rates.

10. Enhancing Accessibility [12:16 - 12:35]

Danielle Gallant addresses the often-overlooked aspect of email accessibility:

"90% of marketing emails still contain critical issues that exclude customers with accessibility needs." ([12:16])

Ensuring emails are accessible not only broadens audience reach but also reduces spam complaints. Accessible emails foster better engagement and inclusivity, making it a non-negotiable element of effective email campaigns.

11. Preparing for AI Legislation [12:35 - 13:15]

Guy Hanson discusses the impending AI legislation:

"Revisit the legal basis that you're using to process personal data and update your privacy policies." ([12:35])

As AI regulations tighten, marketers must reassess their data processing practices, evaluate AI-related risks, and update privacy policies to comply with new laws. Proactive compliance ensures ethical practices and avoids legal pitfalls.

Bonus Tip: Leveraging Apple Business Connect VMCs [13:15 - 13:51]

Danielle Gallant introduces the concept of Apple Business Connect Verifiable Mark Certificates (VMCs):

"Associating your logo with your mail in the mailbox proves that you're a trusted sender." ([13:15])

By utilizing VMCs, marketers can display their logos alongside emails in Apple Mail, enhancing brand recognition and trustworthiness, which in turn boosts engagement and deliverability.

Conclusion and Final Thoughts [13:51 - 15:23]

Jay wraps up the episode by reinforcing the importance of partnering with knowledgeable email service providers (ESPs) like Validity, who excel in deliverability. He encourages listeners to engage with their providers, seek expert advice, and remain proactive in implementing best practices. The hosts express their enthusiasm for the "Spamageddon" series and invite feedback from listeners on future episodes.

Notable Quotes:

• Jay Schwedelson [04:37]: "Don't wait. And then it becomes a panic. You know, start putting some steps in place to make it happen."

• Danielle Gallant [05:43]: "Even though Gmail and Yahoo have said 0.3% spam complaint is a maximum, that is really, really generous."

• Guy Hanson [06:21]: "Today's best practices seem to have a regular habit of becoming tomorrow's mandates."

• Danielle Gallant [10:53]: "Senders really need to start adopting SEO principles to ensure that the right content is being summarized and presented."

Key Takeaways:

1. Strengthen DMARC Policies: Transition from "p=none" to stricter policies to prevent domain abuse.
2. Minimize Spam Complaints: Aim for spam complaint rates below 0.1% to maintain high deliverability.
3. Adopt Double Opt-In: Enhance list quality and engagement by requiring subscribers to confirm their intent.
4. Maintain Data Hygiene: Implement robust data validation methods to protect your email list from malicious signups.
5. Remove Dormant Subscribers: Regularly clean inactive users to improve sender reputation.
6. Handle Complaints Effectively: Use feedback loops to promptly remove complainers and reduce future issues.
7. Use Gmail Annotations: Control the display of your email content in Gmail’s Promotions tab.
8. Optimize for AI Summaries: Ensure your email content is optimized for AI-generated previews.
9. Strategize Bulk Send Times: Avoid peak processing times to enhance deliverability.
10. Enhance Email Accessibility: Make your emails accessible to all users to increase engagement and reduce complaints.
11. Prepare for AI Legislation: Stay ahead of regulatory changes by updating data processing and privacy practices.
12. Leverage VMCs: Utilize Apple Business Connect VMCs to build trust and recognition with your audience.

This comprehensive guide equips marketers with the necessary tools and insights to navigate the complex landscape of email deliverability, ensuring their messages reach the intended audience effectively.

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