[Limited Series]🥫SPAMAGEDDON🥫Will Switching Email Platforms Help or Hurt? Ep. 327

Summary

Podcast Summary: [Limited Series]🥫SPAMAGEDDON🥫Will Switching Email Platforms Help or Hurt? Ep. 327

Podcast Information:

• Title: Do This, NOT That: Marketing Tips with Jay Schwedelson Presented By Marigold
• Host/Author: GURU Media Hub
• Description: "Do This, NOT That!" is your ultimate destination for mastering marketing insights. This podcast delves deep into marketing strategies, decision-making, nurturing contacts, and behavioral science principles to empower marketers to achieve remarkable results.

---

1. Introduction to Spamageddon Crossover

In this special five-part crossover series titled Spamageddon, the Email After Hours podcast team collaborates with Do This, NOT That to address the pressing issue of email deliverability. Hosted by Jay Schwedelson from GURU Media Hub, along with Guy Hanson and Danielle Gallant from Validity, the episode sets the stage for tackling the challenges posed by spam filters, block lists, and declining engagement rates in email marketing.

Notable Quotes:

• Jay Schwedelson [00:05]: "Welcome to Spamageddon. This is a special five-part crossover series between the Email After Hours podcast and the Do This, Not That podcast."
• Guy Hanson [00:17]: "We're teaming up to help marketers battle the ultimate inbox apocalypse."

---

2. Opening Game Segment Highlights

The hosts kick off the episode with a fun and engaging game segment where they pose rapid-fire, quirky questions to each other. This lighthearted exchange serves to build camaraderie and entertain listeners before delving into the more serious topic of email platform switching.

Highlights:

• Jay's Questions:
  • To Guy [01:22]: "Name three horrible movie musicals."
    • Guy's Response [01:29]: "Oh, Sound of Music, La La Land, and dare I say it, Queen the music."
  • To Danielle [02:12]: "Name three fashion trends you wore and now deeply regret."
    • Danielle's Response [02:20]: "Bell bottoms. Number one. No offense. I know those are back now. Mini skirts, platforms."

Notable Quotes:

• Danielle Gallant [02:27]: "I don't. Please don't go looking for any of these."

---

3. Main Topic: Switching Email Platforms – Pros and Cons

The core discussion revolves around whether switching Email Service Providers (ESPs) can enhance email deliverability and overall marketing performance. The hosts dissect various aspects, offering insights and practical advice for marketers contemplating a platform change.

a. Functionality and Needs Assessment

Danielle Gallant [03:48]:

"It's just not like, the key word for any platform is functionality. Like, what do you need as a sender... It's really about what you need."

Key Points:

• The decision to switch platforms should be driven by specific functionality requirements rather than the belief that any new ESP will automatically perform better.
• When upgrading, ensure the new platform offers comprehensive reporting and analytics essential for measuring and growing email campaigns.
• Conversely, if downsizing to save costs, confirm that the new ESP maintains sufficient functionality to sustain performance.

b. Industry-Specific Platforms vs. Functionality-Based Selection

Danielle Gallant [04:47]:

"It's really about finding what works best for your business."

Key Points:

• While certain ESPs might cater more effectively to specific business models (e.g., B2B vs. B2C), many platforms are versatile enough to serve diverse industries like nonprofits, retail, and education.
• The focus should remain on selecting a platform that aligns with the unique needs and operational dynamics of your business rather than industry categorization.

c. Addressing Deliverability Issues through ESP Switching

Guy Hanson [05:27]:

"If your new ESP is offering them, will make your program perform better. Fact."

Key Points:

• Choosing the right ESP can significantly impact deliverability, as reputable providers maintain robust sending infrastructures and established relationships with major mailbox providers.
• Switching platforms provides an opportunity to clean your mailing list, eliminating dormant subscribers and invalid addresses, thus enhancing sender reputation.
• However, the responsibility of maintaining good email practices lies with the sender, regardless of the ESP chosen.

Notable Quotes:

• Guy Hanson [05:27]: "Moving from one platform to another is a great opportunity to wipe the slate clean."

d. IP Address Considerations and Domain Management

Danielle Gallant [07:33]:

"If you had a bad reputation on the last one, maybe don't bring it with you."

Key Points:

• IP addresses are owned by ESPs and cannot be transferred when switching platforms. New ESPs provide fresh IPs, which can be beneficial if the previous IP had a poor reputation.
• Changing the sending domain alongside the ESP requires careful management. Informing subscribers about the domain change can help maintain whitelist status and reduce the risk of emails being marked as spam.
• Guy Hanson emphasizes the importance of notifying subscribers to avoid losing engagement due to sudden domain changes.

Notable Quotes:

• Guy Hanson [08:02]: "Tell their subscribers in advance about the new domain that's going to be used and ask them... add us to your trusted senders list."

e. Tips on Maximizing ESP Capabilities

Jay Schwedelson [08:47]:

"Find out first, without paying an extra dollar, what you have access to and meet all the people that can actually help you with your programs."

Key Points:

• Many ESPs offer a plethora of features that marketers may not fully utilize. Regularly reviewing available functionalities can uncover tools that enhance email marketing efforts without additional costs.
• Engaging with the ESP's internal resources and support teams can provide valuable insights and maximize the effectiveness of the platform.
• Annual or bi-annual consultations with the ESP can ensure that marketers are leveraging all available tools and staying updated with new features.

---

4. Conclusion and Final Tips

The episode wraps up with encouraging remarks and final pieces of advice for marketers navigating the complexities of email platform switching. The hosts reiterate the importance of strategic decision-making and continuous optimization to maintain and improve email deliverability and engagement.

Notable Quotes:

• Jay Schwedelson [08:47]: "Don't go in a new platform, find out first... what you have access to and meet all the people that can actually help you with your programs."

• Guy Hanson [10:07]: "It's a blast. We'll see you at the next episode."

Key Takeaways:

• Assess Needs Over Hype: Choose an ESP based on functionality that aligns with your marketing needs rather than the assumption that any new platform will resolve existing issues.
• Clean Slate Advantage: Switching ESPs offers a chance to refresh your mailing list and improve sender reputation, but maintaining good practices is crucial.
• Leverage ESP Resources: Maximize the value of your current ESP by exploring all available features and engaging with support teams before deciding to switch.
• Effective Communication: When changing domains, proactively inform subscribers to preserve engagement and maintain deliverability.

---

Sponsor Acknowledgment: A massive thank you to Marigold, the sponsor of this episode. Marigold is a relationship marketing platform designed to help businesses acquire new customers and turn them into superfans with their best-in-class loyalty solutions. Trusted by brands like American Airlines, Honeybaked Ham, Title Boxing, and Notre Dame University, Marigold offers scalable solutions to grow your business.

---

Episode Reference: Spamageddon: [Limited Series]🥫SPAMAGEDDON🥫Will Switching Email Platforms Help or Hurt? Ep. 327
Release Date: May 8, 2025

Transcript

[Guy Hanson]

Foreign.

[Jay Schwedelson]

Welcome to Spamageddon. This is a special five part crossover series between the email after hours podcast and the do this, not that podcast. We're going to keep these short. They're going to be fun. They're going to be awesome.

[Guy Hanson]

We're teaming up to help marketers battle the ultimate inbox apocalypse. Is your email program doomed or can you survive the invasion of spam filters, block lists, and dwindling engagement?

[Danielle Gallant]

In this special series, we're going to bust myths, drop truth bombs, and give you the tips you need to survive the deliverability Doomsday.

[Jay Schwedelson]

All right, so your host, you got me, Jay Schwedelson from the Guru Media hub and the do this, not that podcast.

[Guy Hanson]

And I'm Guy Hanson. I'm VP of customer engagement at Validity and co host of our email after hours podcast.

[Danielle Gallant]

And I'm Danielle Gallant, also of Validity and Guy's better half on the email after hours podcast.

[Jay Schwedelson]

We are back for Spamageddon. So excited for this short episode. We're gonna be breaking down about switching your. Your email sending platform. Does it help? Will it solve all things? But before we do that on in this special series, we start out every episode playing. You have 10 seconds where I asked Danielle and I asked Guy two separate questions that are totally ridiculous and they only have 10 seconds to answer the questions. Guy, are you ready for your question?

[Guy Hanson]

Let's do it.

[Jay Schwedelson]

Okay, here we go. You have 10 seconds. Name three horrible movie musicals.

[Guy Hanson]

Oh, Sound of Music, La La Land, and dare I say it, Queen the music.

[Jay Schwedelson]

Wow. You might get kicked out of the. The whole entire British world there. That's not good. Wait, we didn't like La La Land. I feel like Danielle, did you like La La Land? Come on. That was a good movie. Oh, no. Danielle's on mute.

[Danielle Gallant]

That's just because I didn't want to slam La La Land too badly.

[Jay Schwedelson]

There you go.

[Danielle Gallant]

Cats. Guy, that last. That movie. Like there's. There's some insanity in there. I can't believe it.

[Jay Schwedelson]

I just don't think Guy likes movie musicals. All right, Danielle, are you ready for your question? Clearly. Are you ready, Danielle?

[Danielle Gallant]

No, but please go.

[Jay Schwedelson]

All right, you have 10 seconds. Name three fashion trends you wore. And now deeply regret.

[Danielle Gallant]

Bell bottoms. Number one. No offense. I know those are back now. Mini skirts, platforms.

[Jay Schwedelson]

Wow. You were ready with that. You have a lot of fashion regrets.

[Danielle Gallant]

I don't. Please don't go looking for any of these.

[Jay Schwedelson]

Everybody.

[Guy Hanson]

We should throw a ten second at you, Jay. So yeah, here we are. We're Spamaged and we're sort of inspired by Armageddon, so.

[Jay Schwedelson]

Oh, no.

[Guy Hanson]

Are you Bruce Willis, Ben Affleck, or Liv Tyler?

[Jay Schwedelson]

Oh, my God. That's a great question. I would like to be Ben Affleck. Bruce Willis is the coolest. I'm more Liv Tyler because she stayed on Earth and she, like, you know, she was safe. So I don't think I'd go on the astronaut, the asteroid, and help humanity. I would stay home and hang out with my dad, who's Steven Tyler, which would be really cool.

[Guy Hanson]

Yeah, that would be very cool.

[Danielle Gallant]

Both got that luscious hair.

[Jay Schwedelson]

Yeah, there you go. Exactly right.

[Guy Hanson]

And you wouldn't have to miss a thing.

[Jay Schwedelson]

Oh, wow. That is the worst joke I've ever heard. All right. But this won't be the worst episode. We're going to get into this. Now about will switching email platforms help? Because I think that's what a lot of marketers think, that, oh, my deliverability stinks. My performance stinks. If I just change platforms, it will get better. So, Danielle, I want to toss it to you first. Is that a thing? Is there a. You know, I could just switch to any platform. Any platform's going to be better than the one that I'm on. Is it one size fits all?

[Danielle Gallant]

It's just not like, the key word for any platform is functionality. Like, what do you need as a sender? So if you're trading up, you got to make sure that your new platform has all of the reporting analytics that you need to be able to measure and grow. And if you're downsizing to save costs or something, you got to make sure that that new platform has enough functionality to at least maintain your performance. But different, different ESPs offer different things. Like, some do offer shared IP services for those smaller senders, some don't. So it's really about what you need.

[Jay Schwedelson]

Let me ask you one more building on that question. If I'm in a particular industry, I'm B2B. I'm in education, I'm nonprofit, I'm whatever. Right. I'm a direct to consumer marketer. Are. Are there platforms that you should be looking at depending on the industry you're in, or is it more. I just like the functionality of the platform? So I'm going to rol.

[Danielle Gallant]

Yeah, I'm sure that there are platforms that are catered to or geared towards certain models more than industries. Maybe, like, maybe B2B versus B2C. But I have senders that are, you name it, a nonprofit, retail, B2B, they're all using the same platform. So it's just really about finding what works best for your business.

[Jay Schwedelson]

Fair enough. All right, guy, let me toss it to you. Totally different topic about moving platforms. I think the biggest reason people move platforms is, is that they have an issue. They have bad deliverability, they're sending reputation to the problem. If you switch platforms, will it solve those issues?

[Guy Hanson]

So I'm going to be the contrarian here because I think there is some truth in that statement. I think if you choose the right esp, you know, it's entirely reasonable to expect your ESP to have your sending infrastructure buttoned up and that they've got established relationships with the big mailbox provider and key third party vendors like us at validity. I think some email service providers have established standards and they won't work with the sender unless they at least meet those standards. And you know, those can be external obligations too, like, you know, the CSA in Germany or you know, Morgue, our industry body. So I think, you know, listen, all of these factors, you know, if your new ESP is offering them, will make your program perform better. Fact. But remember that your bad practices will follow you no matter where you go. You know, moving from one platform to another is a great opportunity to wipe the slate clean. You know, don't take your old dormant subscribers and your suspect addresses and your bad practices with you. Start fresh. And I think also email service providers cannot be expected to exert any control over the relationships that you, the sender, have with your subscribers. It's the sender who controls the data selections, the sending frequency, the content and the copy that you're using, the offers and the pricing that you're deploying. So that's all in your gift. You know, make sure that you're sending valuable content that your subscribers want to receive and you'll do vibe when you.

[Jay Schwedelson]

Switch platforms, should you migrate. So when you send out an email, you're sending it out via, you know, an IP address or shared IP address or whatever it may be in the domains you're delivering your email from. Should you bring those with you when you go to the new platform? Or you should start fresh and use whatever IP infrastructure that they're giving you.

[Danielle Gallant]

Yeah, mostly you can't, right? It is the ESP that owns those IP addresses. So even if you're moving, if you, let's say business A moves from one ESP to another, that IP address is getting left behind, rested and then recycled. So a whole new sender is going to use it for IPv4. There's a finite number of those in the world. If you had a bad reputation on the last one, maybe don't bring it with you.

[Guy Hanson]

I'll tell you what, I'll offer one additional thought though, because you often see programs make that change and they also change sending domain. And I always think they miss a big opportunity to tell their subscribers in advance about the new domain that's going to be used and ask them, you know, the usual stuff, add us to your trusted senders list. Because, you know, I guess sometimes we sit wondering, you know, do people really do that? They do. And I reckon a mature program, you know, they make the move and by then maybe 10% or 15% of their customers have effectively, you know, allow listed them. And you know, if you suddenly change sending domains and you haven't given them any advance warning, you're going to lose that benefit. And it's a big impact when it's 10 or 15% of your list.

[Jay Schwedelson]

I love that. That's a great tip. And I'll throw this out to everybody that's listening, which is oftentimes when you sign up with an esp, you're paying for a lot of stuff that you never end up using. You're using like 20% of the capabilities of what you're actually paying for. And so what we try to do is we try to have at least an annual call, and if not twice your call. We have our platform basically re pitch to us everything that we already have access to. Because every platform has new bells and whistles every year. You're not aware of them, your team's not aware of them, you have new members of your team. And instead of going in a new platform, find out first, without paying an extra dollar, what you have access to and meet all the people that can actually help you with your programs. Because there's a lot of internal resources at all these platforms that I don't think enough marketers tap into before they make the change. Okay, so speaking of change, we're going to be crushing more episodes. Everybody's got to go and sign up for email after hours podcast. They do an incredible job. And you can check out, do this, not that also. And do not go and look for any of Danielle's old photos and all the fashion issues that she had that. Not that you had issues, but in your mind you did. And I want you to find them and post them on social media. I mean, don't post them on social media.

[Danielle Gallant]

Go for it.

[Jay Schwedelson]

Amazing. All right, we'll see everybody at the next one. That's a wrap on this episode of Spamageddon, but the battle for the inbox never ends. If you love this crossover chaos, you got to tune in the next time. And make sure to subscribe to Email After Hours podcast. It is one of my favorites. And also check out do this, not that Podcast for Marketers. It is a blast. We'll see you at the next episode.