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Ep 58: Email Deliverability, Explained — with Benny Rubin of Senders.co (Part 1)
37 ideas de marketing sacadas de «Ep 58: Email Deliverability, Explained — with Benny Rubin of Senders.co (Part 1)», de DTC Podcast. Sobre todo de canales…
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- Publicada en 2025
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Proof Point infla los CTR reportados: los clicks de seguridad no son engagement
Canales de adquisiciónProof Point infla los CTR reportados: los clicks de seguridad no son engagement. Sistemas de seguridad como Proof Point hacen click en los links para verificar que no son maliciosos. Esos clicks se registran como clicks de usuario, inflando artificialmente el CTR. El clickthrough real es menor de lo que muestra el ESP.
things that can actually >> proof point. Oh my god, I' I've seen so much proof point when I'm look I I pull all the domains and I'm like looking at and it's like proof point clickthrough rate 78% or something like that, right? And it's like false clicks into everybody's system and they think their clickthrough rate is higher than they than it is. >> That happens. And the reason why that happens, of course, is that Proof Point and all these these systems stated purpose is before an email gets to your subscriber, they look at it, they scan it, they do another level of verification to make sure…
Escúchalo en el minuto 25:16
Pre-validar listas compradas con cold email estilo texto antes de moverlas a Klaviyo
Canales de adquisiciónPre-validar listas compradas con cold email estilo texto antes de moverlas a Klaviyo. Al comprar listas de emails, primero enviarles emails de texto plano estilo cold email muy definidos y medidos para identificar quienes son reales y activos. Solo los que generan engagement se mudan a la plataforma de marketing (Klaviyo).
>> Yeah. Like a pre like a pre-screen basically, right? >> Like a pre-screen. Yeah. So we often times orchestrate those with >> ah and so you'll do that someone would come to you and say um yeah actually >> like we have these 100,000 emails or these million emails and we think that we we think that they're good and valid and we ran it through validation but d and we say okay we orchestrate them all text emails in a very defined way with very specific clickthroughs etc. And then once you do that, then okay, this person has raised their hand and proven that they're real. You put them into the…
Escúchalo en el minuto 46:34
Canales de adquisiciónUna lista pequena con crecimiento estable y buen engagement supera a una lista 10x mas grande pero sin engagement real. Un error de DNS o demark en una lista grande envia todo a spam.
very steady uptick and a and a reasonable amount of engagement very well may totally outperform like a 50,000 person email list. And a 50,000 person email list that kind of grew and fits and starts but is generally sound will completely outperform a 500,000 person email list that was built carefully over time where one fat-fingered IT person from an outsourced firm went in and messed up a demark record or messed up a DNS record
Escúchalo en el minuto 5:00
La antiguedad del dominio es clave para la deliverability
Canales de adquisiciónLa antiguedad del dominio es clave para la deliverability. Un dominio nuevo se considera sospechoso porque los spammers registran dominios nuevos para quemarlos. Registrar el dominio con meses de anticipacion antes de comenzar a enviar mejora la probabilidad de inboxing.
amazing deliverability uh discussion that you can't get anywhere else. And in the end we actually said oh there's more to discuss and we're going to have a 2.0. So if you really want to understand how email works uh stick around. Until then have fun spamming. Happy Halloween. It's the world's best email and retention podcast and I'm your host Jordan Gordon. We are a member of the DTC network of podcasts and the philosophical home of the Pilot House email and customer retention team. If you want to make the sweet nectar of lowcost revenue a large part of your digital ecosystem, then follow us…
Escúchalo en el minuto 2:55
Listas grandes no son mejores que listas pequenas con mejor engagement: la calidad de engagement supera a la cantidad
Canales de adquisiciónListas grandes no son mejores que listas pequenas con mejor engagement: la calidad de engagement supera a la cantidad. Una lista de 50,000 con engagement consistente supera en entregabilidad a una de 500,000 construida descuidadamente. Los proveedores de inbox premian la ratio de interacciones positivas por suscriptor, no el tamano absoluto de la lista.
very steady uptick and a and a reasonable amount of engagement very well may totally outperform like a 50,000 person email list. And a 50,000 person email list that kind of grew and fits and starts but is generally sound will completely outperform a 500,000 person email list that was built carefully over time where one fat-fingered IT person from an outsourced firm went in and messed up a demark record or messed up a DNS record of some sort and then they did 500,000 sends and then the internet sent all them to spam and then they take weeks and weeks or months to recover. So, it's a it's kind…
Escúchalo en el minuto 5:00
Email B2B (wholesale, partnerships, influencers) no debe manejarse por la misma plataforma que email DTC
Canales de adquisiciónEmail B2B (wholesale, partnerships, influencers) no debe manejarse por la misma plataforma que email DTC. El email B2B requiere estructura y configuracion completamente distinta al email de marketing DTC. Enviar emails de partnership development o wholesale por Clavio puede generar problemas de entregabilidad. Cada tipo de email necesita su propia infraestructura.
really does benefit. And then the other thing that we're often times tasked with with direct to consumer brands is helping with their B2B emails if they're trying to go wholesale or trying to develop partnerships. Those shouldn't be done through Claio at all. They really shouldn't. It's a totally different kind of email. Totally different structure is necessary. And then the third thing that you and I talked about before is in a totally purchased brand or purchased list scenario, there are it's very common to run emails out of Claio in more of a cold email style just to see what life is on…
Escúchalo en el minuto 45:53
El email genera el 65% de los ingresos en Clavio y la retencion es 10x mas rentable que ads
Retención y relación con el clienteEl email genera el 65% de los ingresos en Clavio y la retencion es 10x mas rentable que ads. En una medicion de 7 dias por ultimo clic, el email marketing genera el 65% de los ingresos de marcas en Clavio, y la retencion de clientes cuesta 10 veces menos que la publicidad de pago.
brands, we find that 65% of revenue in Claio comes from buyers. And on a 7-day last click, we find that customer retention is 10 times more cost effective than ads. Conversion rate
Escúchalo en el minuto 0:06
Canales de adquisiciónMezclar tipos de email en un solo dominio destruye la reputacion de envio. Cuando marketing, emails frios a influencers, transactional y emails a inversores salen todos del mismo dominio, los ratios de engagement tan distintos arrastran todo a spam. Cada tipo de envio debe tener su propio subdominio.
seem to be DTOC only actually have multiple kinds of emails that they're doing. So, an example of this would be if your brand was called Deluxe Fit, you might have Deluxe Fit marketing emails going into your Clavio. Amazing. Great. that's growing at a fast clip. Congratulations. But then you have an influencer marketing person that's doing a really aggressive outreach to everyone that's dressed really well on Instagram that's like, "Hey, do you want to partner?" So that becomes a cold email motion. Maybe that's also going from deluxefitit.com. Then the third one is actually we have a platform…
Escúchalo en el minuto 12:11
Estrategia de contenidosRecomendaciones de producto dinamicas en HTML permiten emails perennes sin crear nuevo contenido cada vez. Marcas como Amazon sirven el mismo HTML en cada email pero el contenido cambia segun el cliente (talla, historial, temporada). Esto permite evergreen emails con copy estatico que se reinventa automaticamente. Marcas DTC promedio no pueden replicar esto.
own I don't I don't I didn't study it like you do or like Wendy, but I was getting emails from one company and I was like, "Oh, that's interesting. They chose this array of products to show me in this email and then I just went I went back in my inbox and found an email that they sent a year ago and it was the same array of products. Why? Because it was serving the HTML today. So, a lot of these guys are sending I mean this is dumb because I'm talking to DTOC people, but a lot of these these bigger brands are sending emails that it doesn't matter when you open them. It gives you the products…
Escúchalo en el minuto 43:22
Canales de adquisiciónGmail quiere linea de vision al destino: sin redirects opacos, sin links cortos, SSL valido. Gmail escanea los links y necesita ver claramente el destino. Los redirects opacos, links cortos y dominios con SSL roto hacen que Gmail dude. Los parametros UTM no cuentan como redirect. Tambien verifica accesibilidad geografica.
I think what's happening is they want line of sight to the link to the site that it's aimed at. So they want resol, they want those to resolve each other. So if you say 40% off blouses and that link goes to a site that has blouses on it, that satisfy them. If it goes through two redirects where they can't see what's on the other side and a bunch of stuff loads in between, they look a scance at it. That's why they don't really like things like bit.ly or things like that because it is a redirect. Now, in co in email land, there are redirects that make sense and don't matter and UTM parameters…
Escúchalo en el minuto 29:01
Los ESPs inflan la verificacion por su modelo de cobro por email enviado
Canales de adquisiciónLos ESPs inflan la verificacion por su modelo de cobro por email enviado. Los sistemas internos de verificacion de los ESPs tienden a ser generosos porque cobran por cada email enviado. Emails que llevan 6 meses sin abrir pero que el sistema marca como deliverable probablemente no lo estan. Siempre verificar con una fuente independiente.
these tools and and do all this stuff. So, and hey, maybe we're going to work with you in future, right? You know, >> heck yeah. >> Um the So, what I'm saying is you do this this sort of verification process. Actually, I'm going to I'm going to say this. You can go to Pilot House and they'll help you with this stuff, but that's not an excuse for not knowing >> Yeah. >> what should be done. >> Absolutely. >> Because this kind of like pull down the list, put it through an email verification, take the ones that aren't going to be delivered, put it in a Google sheet marked as what it is, and pull…
Escúchalo en el minuto 21:28
Suscriptores en paises con restricciones (Iran, Rusia) pueden afectar entregabilidad sin que sea tu culpa
Canales de adquisiciónSuscriptores en paises con restricciones (Iran, Rusia) pueden afectar entregabilidad sin que sea tu culpa. Un suscriptor que se muda a un pais sancionado puede abrir tus emails y generar senales que daunian la reputacion de tu dominio sin que tengas control sobre eso. Los proveedores de inbox rastrean la geografia del engagement.
less likely to be delivered >> like Russia because, >> right, >> or whatever, or I mean, crazy stuff happens. You could be accidentally sending emails to Iran where we're not allowed to do business or something like that, you know. I don't know, maybe Canadians are, but and it's not it's not your fault at all. It's literally that you had a subscriber who moved back to Iran and then they open an email from you and then they can't load it or or whatever. So, the I think that some of these things to a very small degree like do come into play, but for the most part, it's the overall general ratio…
Escúchalo en el minuto 30:05
La frecuencia de engagement podria ser igual de poderosa que la recencia para predecir entregabilidad
Medición y experimentosLa frecuencia de engagement podria ser igual de poderosa que la recencia para predecir entregabilidad. Hipotesis abierta: alguien que abre/clickeas 5 veces en 90 dias podria merecer mas alcance de lista que alguien que abrio 1 vez. Si la frecuencia de engagement es tan importante como la recencia, los segmentos podrian расширяться hacia atras en el tiempo para perfiles de alta frecuencia.
you know, hey, you know what? If if they've had a higher frequency, maybe reach a bit further back. We haven't really been scientific about this though. And so I've been wondering and looking to do some research, but maybe you can help me decide if I should even do that research at all. If someone is engaging more like more often over a given period of time rather than just once in that given period of time, is it more are they more likely to be inboxed? Is it more positive? Could I go further back with that individual because they have engaged more frequently? Basically, is frequency just as…
Escúchalo en el minuto 50:10
Canales de adquisiciónEl email frio puede usar el mismo mensaje por meses sin perder efectividad si hay engagement positivo. En contextos B2B y cold email, campañas que usan exactamente el mismo email durante un ano pueden funcionar bien si el engagement se mantiene positivo. Los sistemas de email reconocen patrones y si la respuesta es buena no penalizan la repeticion.
so in the cold email land, which we do a lot of email in, the emails are almost identical. Sometimes we we've done email campaigns that have lasted a year with the same email every single day. I know that that direct to consumer people, you know, get the their minds are blown when they're like, you can just send the same email to the audience. And there's a lot of reasons why it functions differently, but the same at the end of the day, you find something that works and you can email the same email to 100,000 people, a thousand a day or 10 a day or, you know, 400 a day or something. Um, I…
Escúchalo en el minuto 35:41
Usar subdominios dedicados para cada tipo de envio (marketing, transaccional, frio)
Canales de adquisiciónUsar subdominios dedicados para cada tipo de envio (marketing, transaccional, frio). El numero uno en mejores practicas es separar los distintos tipos de envio en subdominios dedicados. El internet es mucho mas indulgente con un subdominio dañado que con el dominio principal. Casi el 100% de los grandes remitentes usa esta estrategia.
one thing that everybody must do and this is best practices it's not something I invented is make sure that you have subdomains set up or the different kinds of outbound email that's going. So it can be marketing dot, it can be try dot, it can be delicious dot. If you look at any major airline or anyone like that, 99.99% of major emailers are using email dot or whatever. So a subdomain that's set up to do the sending is critically important. And the reason why it's important is that in some ways the deliverability of the subdomain affects the main domain, but by and large the internet is much…
Escúchalo en el minuto 10:54
El copy DTC pierde eficacia mas rapido que el email transaccional por ser reconocible como promocional
Estrategia de contenidosEl copy DTC pierde eficacia mas rapido que el email transaccional por ser reconocible como promocional. A diferencia del email transaccional (reset de contrasena, notificacion USPS) que funciona igual por anos porque es esperado y no se percibe como marketing, el copy promocional DTC pierde eficacia con el tiempo porque los suscriptores reconocen el patron.
>> treated the same >> refreshing itself over time like I don't know now the other thing I'll say just cuz I'm I'm talking a lot so apologies but the other thing I was going to say is the transactional emails like a password reset email from Facebook or something it never changes like the USPS notification when a package is going to be delivered or something or UPS or something it's almost identical with just a number different and they send millions and millions hundreds of millions a day so it's not like there's any hard and fast rule that like oh the internet likes this and doesn't like…
Escúchalo en el minuto 36:55
Canales de adquisiciónAlimentar la lista con emails sin permiso destruye los ratios progresivamente. Incorporar emails frios o de trafico anonimo reduce los ratios de engagement sistemticamente. En un ano puedes ver crecer tu lista 20% mientras que la mitad es non-native, arrastrando todo el dominio a spam.
feeding in emails that have a low open or low engagement for some reason, whether you're buying them or whether you're uh using a service that's converting anonymous traffic into anonymous traffic and putting you're you're basically systematically pulling down your ratio. And sometimes if your list are very big and the amount of not great emails are being fed in at a slow rate, it doesn't really do that much. In the case that it the ratio can affect things, it can affect things very negatively. >> And I've certainly seen half the list end up these kinds of emails in a year. In one year…
Escúchalo en el minuto 18:09
Subdominios separados por tipo de envio protegen la reputacion del dominio principal
Canales de adquisiciónSubdominios separados por tipo de envio protegen la reputacion del dominio principal. Marketing, transactional y cold email deben usar subdominios separados (ej: email.midominio.com, transaction.midominio.com). El internet es mas indulgente con subdominios que con el dominio principal. Mezclar tipos de envio en el dominio principal quema la reputacion general.
brands are going out and they have a really cool brand name. They're called, you know, Deluxe Fit or something cool like that. And it's like we're Deluxe Fit. Deluxefitit.com. It makes perfect sense. And then like ooh switching to a subdomain that's ugly. Everything's deluxe fit and it's wonderful. Totally fine. But at a certain point, you're not really doing yourself any favors by sending directly from your main domain. You probably should be doing a sub. Now, I said something. I put a little Easter egg. These days, a lot of companies that seem to be DTOC only actually have multiple kinds of…
Escúchalo en el minuto 11:42
La optimizacion de tasa de conversion es mas rentable que ads y retencion
Retención y relación con el clienteLa optimizacion de tasa de conversion (CRO) es mas rentable que la publicidad de pago y que la propia retencion por email, lo que la convierte en la palanca de mayor retorno.
effective than ads. Conversion rate optimization is even more cost effective. Translation: If you aren't doing email, SMS, and CRO, you're spinning your wheels on new customers
Escúchalo en el minuto 0:15
Canales de adquisiciónGmail tiene un limite temporal de inactividad tras el cual deja de inboxear automaticamente. Gmail detecta cuando un suscriptor deja de interactuar con tus emails y llegado a cierto numero de dias de inactividad empieza a meterlos automaticamente en spam. Esto se apretujo aun mas despues de los cambios de 2024. Enviar un re-engagement trigger puede revivir ese comportamiento.
look the amount of time where where we find Gmail will email someone if they haven't engaged in a certain number of days they'll just suddenly you know open rate just drops you know and everything's going to spam. So there's like a there seems to be a time frame where afterwards Gmail's like it's been too long since this person's engaged we're not going to inbox it. And that we saw that tighten up after all the changes in 2024. So you just said, "Hey, we're going to send this CEO email and it's going to get that further reach back open." So if it did get that further if that further group did…
Escúchalo en el minuto 52:05
Canales de adquisiciónGmail muestrea una muestra pequena de la lista antes de decidir entregabilidad de todo el envio. Gmail no evalua todos los emails de un envio. Envia una muestra pequena a la carpeta de inicio y si ve engagement positivo, extiende la entrega al resto de la lista. Si la muestra no genera engagement, el resto va a spam.
that would indicate that if Gmail saw, hey, like are they are they sending a sample a small sample and they see is there engagement and if that small sample does well, they'll send and and reach that longer back group. And let me ask another way. >> Oh, I see what you mean. What would what would cause it to not just go to spam if they're already past that period of time? >> That's tricky. It's a deep question. >> Yeah, this is like how to this is how to inbox.
Escúchalo en el minuto 52:40
tactica de recuperacion: reducir volumen y frecuencia, aumentar engagement, mover a automations, luego escalar
Canales de adquisicióntactica de recuperacion: reducir volumen y frecuencia, aumentar engagement, mover a automations, luego escalar. Cuando una marca tiene problemas de entregabilidad, la secuencia es: 1) reducir tamano de campana y frecuencia, 2) enfocarse en audiencia de alto engagement, 3) migrar a emails automatizados con esa audiencia, 4) una vez estable,慢慢 volver a mas volumen. Es un ciclo de rehabilitacion.
the time. It's like it's a dire situation. And we have our tactics. Our tactics are move a bunch uh smaller campaign size, a lighter frequency, higher engagement, shift over to do more automations. So we're getting inboxing to people who have shown intent are likely to visit and to kind of balance it out and you know the senders seem to like it. So that's kind of just a very common play of ours. And then once that's running well, hey, okay, then let's get a bit more spammy. You know what I mean? It's kind of like a step back, re-energize, jump back in is kind of what we're doing a lot of the…
Escúchalo en el minuto 49:02
Marcas establecidas con historial largo de envio tienen confianza del internet y se recuperan rapido de problemas
Canales de adquisiciónMarcas establecidas con historial largo de envio tienen confianza del internet y se recuperan rapido de problemas. Marcas como American Eagle o Urban Outfitters han enviado millones de emails desde sus IPs dedicadas durante anos. El internet completo las reconoce como legitimas y les perdona fluctuaciones de volumen. Esto es imposible de replicar para marcas nuevas.
other. I think that largely the very large brands have momentary things where things go to spam at a certain time or certain way and they recover. And the reason largely and I'll ask my technicians for more details on this if you're curious but largely what's happening is they have dedicated IP addresses that they've sent millions and millions and millions and millions and millions of emails through that the whole internet up and down left and right knows that if emails are coming from this IP address and this domain they're from the genuine American Eagle and there's nothing nefarious about…
Escúchalo en el minuto 41:07
Medición y experimentosLas open rates son un indicador direccional, no absoluto: dependen del ISP del suscriptor. Las tasas de apertura son un buen indicador direccional pero no significan mucho en terminos absolutos. Varrian segun la composicion de ISPs de la audiencia: una lista con muchos dominios de Proofpoint o hospitalarios tendra patrones distintos a una lista general.
>> Because they charge on discount. I didn't say that. you said that. But I'm just saying it's like it's a little bit it's always like a little bit suspish when you're like, hm, well, it says it's it's being delivered, okay, but it hasn't had an open in 6 months. And then you pull down the list and you upload it to just any of these other systems and it says, >> yeah, >> won't be delivered. And you're like, huh, that's interesting. >> And there are I'm sure if I brought one of my technicians on, he could like walk through all the technical reasons why one might say one and one might say the…
Escúchalo en el minuto 22:36
Medición y experimentosLa ratio de interacciones positivas vs negativas determina la entregabilidad. Los proveedores de inbox evalúan continuamente la relacion entre aperturas e interacciones positivas versus negativas (spam, eliminaciones) de tu dominio. Cada accion positiva mejora tu reputacion y cada negativa la daña. Llamar listas (enviar a toda la lista) mejora la ratio alboostear metricas generales.
less likely to be delivered >> like Russia because, >> right, >> or whatever, or I mean, crazy stuff happens. You could be accidentally sending emails to Iran where we're not allowed to do business or something like that, you know. I don't know, maybe Canadians are, but and it's not it's not your fault at all. It's literally that you had a subscriber who moved back to Iran and then they open an email from you and then they can't load it or or whatever. So, the I think that some of these things to a very small degree like do come into play, but for the most part, it's the overall general ratio…
Escúchalo en el minuto 30:05
Canales de adquisiciónGmail y Microsoft puntuan tu dominio por ratios: apertura, clicks y spam reports. Todo email se evalua por ratios: apertura, clicks positivos y reportes de spam. Google Postmaster Tools muestra la proporcion de emails marcados como spam. Tres de cinco es una senal critica.
that email is it's all about ratios. It's all about ratios. If I send five emails and three people open it, they're all from the same domain, they're pretty much all from the same IP address roughly. They basically say the same thing. The internet that receives emails and delivers them is Google and Microsoft. There are other players, but largely it's Google and Microsoft. They're doing a little calculation. Hey, three out of five of the emails that went were open or three out of five of the emails that went someone clicked on it. I see it. If three out of five of those emails are marked as…
Escúchalo en el minuto 16:56
Warmup organico: crecer la lista de email gradualmente en lugar de saltos grandes
Canales de adquisiciónWarmup organico: crecer la lista de email gradualmente en lugar de saltos grandes. Un dominio nuevo debe crecer su lista de email de forma progresiva (1, 10, 50, 200, 5000) para que el internet perciba crecimiento natural y no lo asocie con hacking o spam. Saltos abruptos de volumen sonuan las alarmas de los proveedores.
warm-up very roughly, artificial and non artificial. non artificial warm-up like real warm-up would be okay well you know all the shop people that you already send to that have come in and swiped a card at your register we're going to leave those on the Mary J the Mary Jane's domain for now then all the DTOC stuff are going to start fresh on this new domain and we're going to build it as we build and after 3 months we're going to merge the two that's like a very rational way to think about it even though keep in mind You might be doing hot sauce emails from the original one too, but you're…
Escúchalo en el minuto 8:10
Canales de adquisiciónSiempre usar verificacion de email externa, no la del plataforma de envio. Nunca confiar en la verificacion interna del ESP. Usar un servicio externo como ZeroBounce, MillionVerifier o similar. La verificacion cuesta una fraccion de centavo por email y detecta cuentas abandonadas o invalidas.
would not trust whatever email system says that they're verifying before sending. I would not trust it. I would just use some outside system. Doesn't matter what it is. Million verifier, uh, unbounce, something like that. Run it through at least once on whatever settings makes sense. >> And and sorry, by the way, zero bounce, by the way, also has been on the pod. Oh, cool. Apologize. >> Sorry. Please continue. What we're talking about is basic email verification. It's worth the cost. It's usually a penny or fraction of a penny per, but it's worth the cost just to just for the system to be…
Escúchalo en el minuto 20:05
Los servicios de permission sharing no son compatibles con CAN-SPAM
Canales de adquisiciónLos servicios de permission sharing no son compatibles con CAN-SPAM. Los servicios que agregan a tu lista emails de personas que visitaron tu sitio pero nunca se suscribieron probablemente violan CAN-SPAM y destruyen los ratios de engagement de tu lista.
right now to the discussion we were having a little bit over email because that's right on that which is people who services that include in your list email addresses of people who have visited your site but have never subscribed, never filled out the form and they get it from some kind of data broker because there's permission sharing. And I'll just say before you say anything else, I'll say in my opinion permission sharing is not compatible with castle can spam leg legislation. So I don't even know if those services should should exist, but whether or not they should exist, you are filling…
Escúchalo en el minuto 16:03
Warm-up no artificial: lista existente en dominio viejo, crecimiento organico en nuevo
Canales de adquisiciónWarm-up no artificial: lista existente en dominio viejo, crecimiento organico en nuevo. Para un nuevo dominio, dejar a los clientes existentes en el dominio viejo y crecer organico desde cero en el nuevo, con 1, 10, 15, 20, 50, 100, 200 suscriptores, antes de fusionar las listas a los 3 meses.
You'd need to have a different warm-up kind of process for a new domain versus a a damaged domain. Yeah, >> for sure. In the sense that warm-up there's there's sort of two kinds of warm-up very roughly, artificial and non artificial. non artificial warm-up like real warm-up would be okay well you know all the shop people that you already send to that have come in and swiped a card at your register we're going to leave those on the Mary J the Mary Jane's domain for now then all the DTOC stuff are going to start fresh on this new domain and we're going to build it as we build and after 3 months…
Escúchalo en el minuto 8:00
Canales de adquisiciónEl crecimiento rapido convierte problemas menores de deliverability en crises mayores porque el impacto es proporcional a la velocidad del envio. Casi toda marca DTC que crece pasa por esto.
brand that was growing really fast at some point or they're about to have a lot of tremendous growth. often times you go from having no problems and growth causes problems because the car is moving faster which means it's easier to lose control of it which means that a deliverability problem has more impact. So the number one thing that everybody must do Hey everybody in this podcast we got right into it right into the depths of how email works and then half an hour in introduced Benny's brand. So we want to take a quick second to um introduce senders.co SEO, what they do, how they
Escúchalo en el minuto 1:14
Dominios nuevos no pueden enviar tanto como marcas establecidas: el umbral de engagement es mas alto
Canales de adquisiciónDominios nuevos no pueden enviar tanto como marcas establecidas: el umbral de engagement es mas alto. Un dominio nuevo sin historial de envio enfrenta umbrales de engagement mucho mayores para inboxing. Marcas nuevas que quieren hacer 5 emails/dia probablemente no van a poder por falta de reputacion. Necesitan construir historial progresivamente.
>> Yeah, I think they can get away with a lot. Plus, there's also one other factor that's really important. You didn't say, "Hey, I'm comparing um American Apparel to Los Angeles Apparel, which is Dove Charnie's new company." But even Los Angeles apparel is probably 10 years old and the domain's more than 10 years old. If you were trying to compare a brand new domain having company that came out of nowhere, probably the deliverability would be that they wouldn't be able to send as many emails and get them inboxed properly. >> Okay? >> In other words, so if you had a new brand that was like…
Escúchalo en el minuto 42:32
Canales de adquisiciónEquipos dedicados monitoreando salud de IPs y dominios es lo que diferencia a las marcas grandes en email. Las marcas con mejor entregabilidad tienen equipos o recursos dedicados a monitorear la reputacion de sus IPs, sacarlas de blacklists y mantener la salud de sus dominios dia a dia. La mayoria de marcas que usan Clavio no tienen acceso a sus IPs compartidas.
or whatever. Often times you're in this sales process where we're pointing out what's wrong and it needs to be fixed and they're like well can we just fix that one time and then we pay you and then that's that. And at the end of the day, often times the thing that makes the large brand emails better, consistent over time is they have a dedicated team or eyeballs on their IP addresses, making sure they're happy and healthy, making sure the domains off blacklists all the time. And that really focus on the day-to-day health of their systems. And most brands who send through Clavio or send…
Escúchalo en el minuto 45:09
Estrategia de contenidosPattern interrupts (email del CEO, solo texto) para re-engajar segmentos dormidos. Emails que rompen el patron habitual — como un email personal del fundador, todo en texto plano, sin formato de marca — pueden romper la fatiga de email y hacer que suscriptores dormidos reabran. Esto puede reintegrarlos al engagement antes de que Gmail los borre a spam.
clever with pattern interrupts that usually people think patterns are like hey we know what email works and we write a subject line that sort of catches their attention or something but that's very different from the email you get from the CEO of the brand when you normally get it from marketing it or something and it's an all text email and it's so I think things like that are interesting thing and those you might be able to pull older segments that haven't engaged in a certain amount of time and say, "Hey, we're going to send them this this kind of odd pattern interrupt email or something."…
Escúchalo en el minuto 51:24
Canales de adquisiciónMarcas grandes pueden mantener inboxing con tasas de apertura y click mas bajas gracias a su reputacion. Las marcas con historial establecido y IPs dedicadas pueden lograr inboxing con metricas de engagement inferiores porque su reputacion historica compensa. Una marca nueva necesita tasas de apertura muchisimo mayores para alcanzar el mismo resultado.
>> but you think you would face an an easier uh engagement threshold to be inboxed as well because you're so established. Is that correct? Like they can get away with lower clickthrough rates and lower open rates and all that kind of stuff. >> Yeah, I think they can get away with a
Escúchalo en el minuto 42:21
Canales de adquisiciónEl cliente mas barato es el que ya tienes. El costo de adquirir un cliente nuevo supera al de retener uno existente. Las marcas DTC que no hacen email, SMS y CRO estan gastando demasiado para generar ingresos.
this mess, come to pilotouse.co, fill out the lead form, and ask to speak to me directly. >> Everything feels all right. Deliverability is a funny thing because
Escúchalo en el minuto 0:39
Estrategia de contenidosEnviar primero a audiencia muy enganchada antes de audiencia fria. Si envias el mismo email primero a tu segmento mas enganchado y luego lo clonas a uno menos enganchado dentro de las 24 horas, los proveedores de inbox usan el fingerprinting del email (dominio, IP, contenido similar) para tratarlo como una continuacion de la primera senal saludable, mejorando la entregabilidad en la segunda lista.
listen to this. Let's say I send an email, right? uh and then um to a really tight audience and then an hour later I send like I clone the email and I send it to a looser audience hoping that the sender or sorry the inbox provider says oh this is probably the B version of of a test and I thought the A version was okay so I'm going to inbox the B version and then the B version is full of the less engaged stuff. Now, what I want to know is, do they actually think those are two different um emails, or would they possibly think it's it's the B version or the the B version, the follow-up after the…
Escúchalo en el minuto 31:44
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