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Everything you need to know on Email Deliverability, with Adrian Savage (MNM Season 1 Episode 6)

July 30, 2021

141 Email Ideas

Everything you need to know on Email Deliverability, with Adrian Savage 

Episode 6, Season 1 – with Adrian Savage

Welcome to the sixth episode of The Micro Niche Mastery Podcast.  

Our guest today is Adrian Savage, an expert in email deliverability and automation, the founder and CEO of Deliverability Dashboard.  

Do you want to be heard more by your audience, avoid that horrible spam folder and avoid the promotions tab? Double your open email rate by listening to this episode!

  • Adrian talked about how important email deliverability is, especially in 2021 and beyond
  • “If people aren’t seeing those emails, then it doesn’t matter if you’re paying a million dollars to the best copywriter in the world.” – Adrian Savage
  • Adrian introduced his RACE method checklist to avoid emails in the spam folders. RACE stands for R– reputation, A-authentication, C-content, and E-engagement. 
  • Keep your email list clean. Check your reputation using Google Postmaster tool
  • The three things to ensure authentication are DKIM (Domain Keys, Identified Mail), SPF (Sender Policy Framework), and DMARC (Domain-based Message Authentication Reporting and Conformance)
  • Adrian shared the common mistakes in writing an email that you might be making. Listen to find out
  • Adrian revealed his secret on getting a 75% open rate
  • Adrian explained why people unsubscribing to your email list is a good thing
  • Adrian explained why replies are good signs of engagement
  • The email health check will tell you how well you’re managing your engagement and how to improve it
  • If you are a marketer, a business owner, and people are ignoring your emails, this episode is perfect for you

Learn something today? Share it with a friend!

Transcript:

Click Below to see the full transcript of this episode

Open Transcript

Welcome to the Micro Niche Mastery Podcast, where we help you establish yourself in the perfect micro-niche. So you will get noticed and grow your business faster. And now your host, he has three kids and goes on a fun day with them at least once a week, Ziv Raviv.

Ziv:

Hello, welcome to the Micro Niche Mastery podcast. I am excited to have Adrian Savage today. And for two main reasons, Adrian, he is an expert on the topic of deliverability. And this is something that we all care about in email marketing land, that the million-dollar question, which is how to avoid the spam folder and w open rates and all of the good stuff that you Adrian teach. But also I’m excited to talk with you because just exactly like we preach in this podcast, you chose a micro niche. You chose to just like solve one problem and do it very, very, very environment specific way. And as a result, you have the grown business. So hello, Adrian Savage. Tell me, first of all, a little bit about your journey.

Adrian:

Hi, and thank you so much for inviting me. So it’s been an interesting journey because I’ve been a computer geek since I was seven years old. My dad brought home an apple two computer, and I ended up reading the manual and teaching him how to use it. So I’ve been a geek ever since then. Really, I went to school, learned all about it, did the traditional corporate job for many, many years. It telecoms that kind of thing. But then I escaped about 10 years ago, learned all about entrepreneurship and marketing, coupled that with my technology background and suddenly getting into the whole world of marketing and marketing automation online marketing became a no brainer. So for many years I was a fairly, you know, it was very generic. Infusionsoft consultant worked with other marketing platforms, but I found that a lot of clients all had the same problem that they were finding that some of their emails were going to the spam folder.

 

And in some cases they weren’t actually getting through at all. And I did lose a few clients the hard way to start with, because at that point I still hadn’t learned enough around what was important, but I seem to start finding little ways, little tricks of getting emails through when other people couldn’t and about seven, six or seven years ago. Now I wrote some software to actually reroute emails from marketing platforms via third party thing or things like Amazon SES and other systems like that. Because at that point, if the email didn’t come from a marketing platform, it was more likely to reach the inbox. Unfortunately, the world has changed since then. It’s not just about where you send your emails from anymore, but that the start of my exposure to the whole world had a deliverability. And I ignored so many obvious messages from the universe over the years that this was the thing that I should focus on.

 

I kept trying to do the whole general thing, but luckily a bit over two years ago, there was a really big storm in the Infusionsoft world because suddenly lots of emails were going to spam because you are who changed the rules. Microsoft changed the rules, Google tightened their rules up. And I was perfectly placed because by then I’d written more software that was, that was looking at how you manage various things that impact deliverability. And I was able to explain to people, this is why your emails aren’t getting through. This is what you need to do. And suddenly I realized that people need to know this stuff. And ever since then, that’s what I focused on. So it’s reached the point now where all I do is email deliverability. And exactly like you said, this is pretty much, it’s a niche within a niche, or maybe even a niche within a niche within a niche, because there are very few people that have the same breadth and depth of knowledge that I’ve developed over the years.

 

So there’s not much competition. There’s a very high demand for that level of specialism, with the right kind of audience. So it’s just worked really well. And also I’m particularly lucky because this is something that as well as something that I’ve actually learned to be good at, I also really enjoy. I love helping people and helping other people be heard more because let’s face it. If we’re using email, we’ve got an audience. We want to share our message with the audience. We want to be heard more. So, you know, deliverability is probably one of the most important things there because it doesn’t matter. I mean, there’s, if you run an amazing company that provides email copies of people and I’ve got firsthand experience of how good that copy is now, it’s really good, but it doesn’t matter how good the copy is. If people aren’t seeing those emails, then it doesn’t matter if you’re paying a million dollars to the best copywriter in the world.

 

If your emails aren’t being seen. So deliverability is really, really important. So many people don’t realize that they’re just unknowingly hurting their reputation and they’re unknowingly continuing to do things that are making it less likely that people will see the emails. So what I’m really passionate about now is sharing that message so that as many people as possible can understand how you can be heard more by your audience, how you can avoid that horrible spam folder, how you can avoid the promotions tab. And if you do everything that we talk about, and some of the things we’ll share today, you can absolutely double your open rates. And that will make a huge difference.

 

Ziv:

I mean, this is all great stuff and really important, indeed, because email marketing is such a powerful way to grow your business. To people, make decisions about the money decisions. Now, when they receive emails, they check it. The first thing that they, when they wake up and if you are a marketer, a business owner and people are ignoring your emails, that is really frustrating and actually costs you money. So it’s worthwhile to find ways to work on that, but it is when you’re going to give us some tips, some of them are just like do’s and don’t do this. And south demo in the level of like, here’s how you manage the situation, right? It here’s how you, you make sure that you minimize the future risk as well. But let’s start with some quick wins. Let’s give our listeners a quick win and some tips from your brilliant mind in experience in this

Adrian:

Okay. So the first thing to bear in mind is there are four key areas that impacts on whether you’re going to hit the inbox or the spam folder. And that’s what I’ve used to create. What I call the race method and race spells out four things. It’s offer reputation, a for authentication C for content E for engagement, and as a very quickly touch on each of those. And then I’ll pick out a couple of quick wins because first off reputation, reputation is everything. And there, there are three email giants out there. Now Google dominate the world. They run more than half of the email boxes that you are likely to be sending to. If you’ve got a fairly typical audience, Microsoft and other 10 to 15% Yahoo, another 10%, so they can make up maybe three quarters or more of your audience, you have to play by their rules and all of these big mailbox providers, they keep a little dossier of what they think of your reputation based on how many emails you get opened based on how many spam complaints you receive based on whether you’re doing crazy things.

 

 

So if you’re buying an email list and sending out to people that haven’t given you permission, and you get lots of spam complaints, then guess what your reputation is going to take a hit. If you’re sending emails out to people that don’t want to hear from you, and you get a 5% open rate, guess what your reputation is going to take a hit. So everything you do can make an impact on your reputation. So we’re going to talk about these other things in a moment, but reputation is everything. If you get a bad reputation with Google, I have seen clients where you can actually check your reputation with Google. This something called postmaster tools and their reputation went from high to medium, to low, to bad and bad is the rock bottom. If you have a bad reputation with Google, you will probably get about a 0.2, 5% open rate.

 

Nobody will see your emails. They will all be going to spam. So really important to make sure that you protect your reputation, make particularly make sure that you’re not sending out emails to spam traps, which means that you have to make sure that you’re keeping your list clean. You’re only sending to people that opening because all of these things, they can either hurt your reputation with the mailbox providers or worse. You can end up on a public block lists something like spam house or SORBS or one of these other ones, because they’re looking out for people who are behaving badly. If they see bad behavior, any kind of spammy sending or sending without permission, that kind of thing. You’re going to end up on a block list. So you’ve gotta be really, really careful manage your reputation. And

Ziv:

By the way, you mentioned a tool by Google, which is postmaster.google.com, where people can actually test for the reputation, which is really, really cool.

Adrian:

Yeah. Very much so worth keeping an eye on that, for sure. And then let’s talk about authentication because this is a one-off thing that if you haven’t set up your authentication already, this is the first quick that you absolutely must do. It’s a one off thing, because what we have to do is you tell the world who we trust to send our emails, and we make sure that we’re signing our emails. So we’ll talk about the two most important methods. The first one is called DK I M so it stands for domain keys, identified mail, and this is something you have to set up on every single platform you use to send email. So if you’re using G suite or Microsoft 365, you need to the setup in there. If you’re using MailChimp or HubSpot or infusion soft or active campaign, whatever you’re using, you have to set it up in that platform as well.

 

And maybe if you have a helpless system may be in there as well. And you’ll look for a setting that will say something like email authentication, or maybe it’ll will. Yeah. D K I M when you go in and you set that up and it’s a one-off thing to do, and once you’ve set it up, every time a single email you send from that platform will then contain a digital. The only you can use. And it proves the world that the emails coming from your domain are legitimate. They came from you because a spammer can actually pretend to send emails from your domain as well. But because they don’t have access to your DNS server, they can’t set up the signatures. Only. You can do that. So setting up DKIM and signing every mail you send, then you’re demonstrating to the Googles and the Microsoft and the yahoos of this world that you’re a legitimate sender.

 

And the emails that you’re sending really did come from you. And that is the one most important thing that you need to do before you then go and set up the second authentication, which is called SPF, which stands for sender policy framework. Now this one, you have to be a little bit more careful because if you get this one wrong, you can end up unwittingly sending more of your emails to spam, because SPF is just a record that you publish in your domain using your DNS server. But it’s telling the world which servers you trust to send your emails. So you might list G suite in there. You might list infusion soft. You might list Zen desk or something like that, whatever platforms you’re doing, you only have one SPF record. If you have that’s as bad as having none at all, you have a mistake in that record, some kind of syntax record error.

 

Then you’re going to find that your emails don’t necessarily get through. So you need to make sure you know what you’re doing, or get an expert to do it for you, because SPF is really, really important. There’s ways that you can check it online. And there’s tool called MX toolbox that will tell you whether or not your SPF record has got any errors in it. But what they won’t tell you is they won’t tell you if you’ve forgotten to list one of your email platforms only, you know, I used to be in there. So you need to be very careful with that. But if you set up Dee came and set up SPF, then that is going to massively boost your chances of getting into the inbox. And it’s a one-off thing that you do. The only time you come back to authentication is if you change your email platform at some point.

 

So that’s the really, really important thing. The third part authentication is called D mark, less important. It’s still worth doing if you’ve got the time and resources to do it, but the main purpose of DMARC is to prevent yourself getting spoofed by other people, because it tells the world what to do when authentication fails. But DMARC, you do have to be careful because if you get that wrong, then you will absolutely end up in spam pretty much a hundred percent of the time. So Deakin has most important followed by SPF. DMARC is the third one, but that’s all we need to worry about on the authentication front. Let me just

Ziv:

Share this in one of my businesses, I ran six Michael niches businesses in one of them back when I started with daily emails, I didn’t know, I didn’t know about SPF. And they came, I didn’t know about how MailChimp calls it, uh, authenticate and validate, uh, your domain. And as a result, I started sending daily emails without these two fields. And I started to notice how the open rates are going down and down. And the, up to the point where it became like something around Zero opened, literally no one was, was getting the email. And I started to look online and found out these parameters and fix them. But it’s took a good two months until it started to get back to being manageable. And it was obviously very fascinating because in those two months, I’ve lost a major channel of communication. Since then, I like to explain about, uh, became in SPF kind of like you wouldn’t travel between airports in different countries without wearing your passport with you, having your passport with you and with the right signature on it that it’s like up-to-date, and that’s the same way with emails.

 

You can send them all over the world through all of these, uh, Gmail, Yahoo servers without giving them those proper documentation of, of came in SPF. And if you, if this is scary for you, we’ll listening right now. There are people out there to help you starting with potentially the hosting company that you work with, or the support teams of Microsoft or Google. If you’re using something like that, or experts like Adrian that know how to like, just thank you directly to the ant results of a valid operational authentication situation. What’s the next thing I’m excited. What’s

 

 

Adrian:

So the next one is content. So we’ve done reputation, we’ve done authentication. So the C and race is content. This is something that I could spend about three days talking about, and I’ve got about three minutes. So I’m going to focus on the foremost important things very briefly, because there’s another acronym that will help you remember. And this is an old English name of a gentleman called will and will stands for words, images, links, and frequency. So the words, it kind of makes sense if it looks like spam, and if it sounds like spam, then Google are going to treat it as spam people try and gain the system. They try and hide words like free. And in maybe in the old days, you could do that. But the best advice I can give now is be authentic. Make it sound a personal email. You’re sending to someone don’t try and make it sound what it isn’t.

 

Don’t have a Wolf in sheep’s clothing, make it be genuine, authentic, lead with content, get an offer in there as appropriate, but the words really matter, but also the images and the links make a huge difference, because if you’ve got more than two or three images, and more than two or three links, you are much more likely to end up in the promotions tab in Google. So minimize those images. If you’ve got a great big graphic at the top of your email, stop and take it away right now. And here’s why when you’re sending an email, you want it to look like it’s come from you personally, if you’re sending an email from your phone or from your outlook or G suite or whatever, do you have a great big image at the top? Or do you just start with dares? If I know what I do, and you want to make sure your emails are looking like they’re personal.

 

So put the image somewhere in the middle to reinforce the message and the love of all things sacred. If you’ve got all those social media icons at the bottom of your email signature with links, please take them out right now because firstly, the purpose of your email is to get someone to follow a call to action, not to distract them, send them off to Facebook or YouTube where you’ll lose them forever. And secondly, by having all those extra links, then you’re going more likely to be in the promotions tab. And also why often those social media platforms end up on block lists as well. And if any domain or link that you’ve gotten an email is on a block list, even for short term, that means the email will go into spam as well. So make sure you minimize the images, minimize the number of links because even the unsubscribed link counts as one link and just try and minimize that as much as possible.

 

And that’s going to make a big difference. And then the final quick one is frequency of emails. The more content you can share the better know this is why I love sending out daily emails because people get into the habit of reading your emails. You can add lots of value. You can occasionally make offers, but people realize that you’re there to communicate with them, to educate them, to entertain them, to give them learnings. And then when the time is right, make the offer. And because they’re in the habit of receiving your emails, they will be open to those offers. So content really, really matters. And there’s some big mistakes you can make. You might not personalize your email. You might have bad subject lines, you know, in general, the shorter and more succinct. And the more curiosity driven, the better sometimes that preview text that you put in that can make a big difference as well.

 

But people still make this mistake of writing a whole sales page and an email. They write about 27 pages in an email. The shorter, the better the purpose of the email is to get people to read, engage, and then maybe click a link, find out more if they’re interested and don’t put too many exclamation marks and other crazy punctuation in there. Because again, that’s not what you would normally do. It’s going to sound as normal as possible. Content can make a huge difference, but those are just a few of the little things that that will help hopefully anything to throw in on that ones. If I’m sure you’ve got thoughts about frequency in particular,

Adrian:

That’s exactly what I was about to ask. So like what I see sometimes people that are very afraid of sending the daily email and there’s nothing wrong with sending a newsletter once a week or two to three emails a week is great business results to be had from doing that. But, uh, what’s your point? What’s your profit. I know you, you believe in sending more emails, but what is your professional input about that?

Adriann:

I’ve done a lot of tests around frequency and let’s start with the assumption that you’re going to be sending the emails to the people that want to receive them. I’ll talk about more about engagement in a second, but assuming you’re not doing that when I was sending emails less frequently to my engaged audience, I was getting a 40 to 50% open rate. When I switched to sending emails every single day. Yes it did drop because no one’s going to open every single email, although that’s actually not true because about 10% of my audience amazed me by opening every single email I’ve ever sent. But what I found was that over the month of February, when I sent 28 emails, one every single day, then my open rate dropped from 40 somethings a percent to maybe 35%. But the interesting thing was by the end of that month, more than 75% of my audience had opened one or more email from me.

 

So just by sending an email every single day, I reached three quarters. My audience, if I was sending any one email a week, it would have taken me maybe three or four months to reach that number of people. So it is interesting because it’s not the same 30 odd percent of the open every time, the more frequently you send the better and let’s face it. If they don’t like you, they’re going to unsubscribe because they will get tired of those emails. And that’s a good thing because we don’t want to send emails to people that don’t like us frequency is great because they will either love you or they will not particularly like you. And I would rather, they vote with their feet and go away. So I don’t waste time and money sending emails to people that don’t want to don’t want my help.

Ziv:

Yeah. This raises a, another topic that I want to touch briefly. There’s the topic of how, what do you feel when people are subscribed from your list?

Adrian:

I see it as very, very positive because you know, we’re going to talk about engagement in a minute. We don’t want to send emails to people that aren’t interested. And if we can get someone to unsubscribe that saves us the trouble of having to remove them from our list ourselves, when we realize they’re not interested, it’s very similar to sales. The first rule of sales is that a yes is great, but a no is also great because it means that we can stop wasting their time, stop wasting our time. So if someone unsubscribes, that’s a good thing, they weren’t going to buy your stuff anyway. And I would much rather lose people from the list because they actively don’t want to receive the information rather than through apathy, because that’s one of the thing that Google hates more than anything else is people ignoring you.

 

They will start to penalize you massively as we’ll talk about in a second. But that’s my thoughts. The more, the more unsubscribes, the better as long as, and this is the, the caveat, your list is always going to shrink because either people will decide they don’t like you, or they will, they will maybe just lose interest or, or whatever. And you’ve got to expect your audience to decrease by 10% a month, as much as that. So it means it’s really important that you are always out there adding to your list and creating new leads as much as possible. And one of the big mistakes I see people make is they’re not doing that. The more people you can get onto your list, who are matching the type of person you’re looking for, the more healthy your email audience is going to become, because otherwise you’ll find that you lose more people than you gain. So lead generation is absolutely vital.

 

Ziv:

Sweet,Love it. Let’s talk about engagement.

Adrian:

Okay? So this is the second quick win, but it’s a bit of a chat. If you want to take advantage of this, because in many cases that you have got to change the entire way you think about your email audience, because the old fashioned way of marketing was you built the biggest email list you could, and then you mail the hell out of it until they either buy or they die or they unsubscribe. And this is the biggest rule that Google in particular have changed. Now, Google now penalize you. If you continue to send emails to people that are ignoring you, because the more that they ignore you, then the worse your reputation is going to get. And if your reputation goes down, then guess what is less likely that your emails are going to go into the inbox? So what that means is we have to become very aware of the people that are opening up emails.

Adrian:

They’re the ones that we want to focus on. And if they’re not opening your emails, then sooner, rather than later, you were to watch the Disney frozen movie, listen to the song and let it go. Because you do not want people on you who aren’t interested for every, you know, a lot of people. Well, the biggest objection that I have when I suggest to people that they’ve got to let people go from their list, this is the I’ve spent a lot of money building this list. And maybe in another six months they might buy something. And I’ve got to be honest and say that, yes, if we just look for the people that haven’t opened, anything for three months or longer, if you send an email to those people, then you will typically get a 1% or 2% open rate from the people because sometimes they do wait, but it is so rare that the prices she pay for getting that low open rate to that part of your audience is it, your reputation is getting hurt.

 

And the engaged people on your list will no longer be receiving those emails in their inbox because your reputation has been hurt. So you might get another one or 2% of email opens to these people that haven’t opened. But the cost you’ll pay is that you’re engaged people, maybe 10% or more of those we’ll stop seeing your emails. And you really want to lose 10% of your good really warm people, just because you might get 1% of the cold people. So that’s what you’ve got to bear in mind here. You got to look ideally for the people that have opened something in the last 30 days, those, the one that you should send an email as frequently as possible to ideally single day. And then when they reach 30 days and they haven’t opened anything for the last month, I still mail those for a while, but it’s pointless sending something every year day because they haven’t been opening anything.

 

And remember Einstein’s definition of is doing the same thing and expecting different results. Then if they’re not opening emails, mail them less frequently, maybe once a week between 30 and 90 days of an engagement, because they might still wake back up. But when they get to 90 days, it’s time to stop completely. Maybe send them a re-engagement campaign. That’s maybe one, two, maybe three emails designed to just wake them back up and give them the last chance. If they don’t respond to those re-engagement emails that you send down after they’ve ignored you for 90 days. The best thing to do, if they’re not a past customer or someone who you know, is high value is to unsubscribe them. If they reach 90 days and they haven’t opened anything, stop mailing them. It’s a massive, massive mindset change. If you’re used to having a really big list, you’ve got to focus much more on quality rather than quantity.

 

Because if you do that, then you’ll find that your open rate starts to really increase. Because what we’re doing pretty much is we’re sending fewer emails, but we’re sending them to the people that are more likely to open. And you’ll typically find that maybe if you were getting a 20% open rate before, it could be as much as 40%, because the same people will open as we’re opening before. You’re just having to send a few emails to get that result. And then in return for that, because your open rate is higher than the Googles and Microsofts of this world will think that you’re sending out high quality emails, your reputation will improve. And then what I call the virtuous circle comes off where, because your reputation is better than the people that aren’t opening your emails. They’re more likely to see them London, the inbox, or they might see them.

 

And also really crucially. If you’re doing any kind of paid for advertising to build your email list, you’ll find that the new contacts that you’re paying for become much more likely to engage with you. And this is the real game changer. If you’re spending thousands of dollars a month on Facebook ads or something like that, if you’re not managing your engagement, you risk losing as much as half of your audience because your reputation isn’t good enough for the emails that you follow up with to get to them. If you fix your engagement management and get really, really passionate about only mailing the right people, you’ll find that you could get as much as 80% of your new leads, engaging with you. And that can double the return on investment you make in any kind of paid for ads. And even if you’re not paying for ads, then you know, you are still investing a lot of time growing your email list. So whatever happens, getting that engagement as high as possible means that you’re new people that joined the list are going to be so much more likely to engage with you and you’ll get much better return. And if you can manage that, and this is something that you have to change your mindset and do forever more than that will be transformational. That will make a huge difference to your email marketing.

Ziv:

Wow, that’s a lot to take in, but it is a mindset shift because you are now going to let go of people that are unengaged. And there is like the Adrian just painted the journey where you will basically monitor them at some point, move them into a weekly segment, right? And then after, uh, about 90 days, you will even remove them if they’re not strategic the mail or something. And that cleanup will immediately improve your reputation with those servers because more people are opening your emails and are engaging as a, before we go into understanding what is your software doing it? How does that help us save time? It makes decisions. I want to ask about the topic of reply replies. Like, is that something we, we want to engage? We want to like really focus on to try to get people to reply, or is it good enough if they click in our emails? And also if you can touch about the topic of email warmup, there are services out there that are claimed that they can warm up your email address if it’s brand new, what’s your, uh, input about

Adrian:

That. Okay. So replies first off replies are the, one of the best signs of engagement. There is the only area always worth encouraging your audience to reply to you. As long as you or a team member can then respond and engage with that reply. There’s nothing worse than asking for replies. And they then ignore you. That’s the worst possible thing that can happen because then you’re hurting your reputation rather than helping it. But in general, replies are really, really good from that perspective, getting people to open or click, you know, that’s the main thing, but if you can get them to reply, that’s a much better sign of engagement. The other thing to do as well to help there. And this is an education thing is the, one of the worst things you can do is your email London, the spam folder, and they don’t rescue it.

 

So when someone signs up to your list for the first time, you should always get them to go and check the spam folder. And if it’s in there, it’s crucial that they rescue the email from the spam folder at that point, rather than just leave it there, because that will be the biggest difference. And if your first email goes to spam and they don’t rescue it all the rest of them will probably go there as well. So they’re a little bit of education there. Now in terms of warming up email addresses, I’m, I’m a little bit old school with this because yes, there’s, there’s companies out there that will do this, but the thing is it’s not real people. And it is kind of in most cases, what they will do is they will send it to a kind of attain list of people that either people that are opening the emails or they were automatically reopening them and simulating an audience, and it will probably make a difference, but bearing in mind that in most cases, as long as you’re sending out high quality emails, anyway, then if you just organically grow your audience and the mailbox providers will treat you fairly leniently to start with.

 

So if you’re growing a list and you’re just adding to it a bit at a time, as long as it’s good content and good quality from the word go, then you will have a good reputation. You don’t necessarily need to artificially boost that because they don’t expect people to suddenly have 5,000 engaged people overnight. I think the challenge is if you’re going to be migrating an audience from one domain to another, then maybe there’s some kind of warmup you need. But in fairness, when I switched, I changed from my old we’d deliver domain to deliverability dashboard. And when I changed my domain over, I found that because I’d warned people that I was going to change in advance. And I said, look out for these new emails, look out for this address. And I found that I didn’t get much of a drop. So I’m sure there are times when having that the warm up service matters.

 

And I don’t think it hurts things, but I think in many cases you can achieve results yourself just by, by being sensible about it. Because at the end of the day, you know, anything out there that’s designed to gain the system. Let’s, let’s be honest. It, Google has invested millions, if not billions, in artificial intelligence. And they can tell when you’re trying to gain the system, I’ve known people switched domains to try and get away from their bad Google reputation and Google always catch up with them. They take the reputation of the new domain down as well. So I would say it’s much better just to do things the right way. Let it take a little bit longer because let’s face it in the world of business. There are no shortcuts. There are no, you know, anything that sounds too good to be true normally is so get the balance, right? But sometimes it might be worth it. I won’t completely say don’t because there’s always exceptions to every rule, but if you can actually just build your own audience, your own domain and warm up that address organically, I think that’s a better way.

Ziv::

Sweet. That sounds like a really responsible answer. And thank you for that. Tell me a little bit about the deliverability dashboard that you’ve developed in the many names people use it with in daily cookie, we use it and it gives us insights about who to email in what way does like an entire tagging mechanism inside. So I’ll give us a little bit about information about what is it that you do.

Adrian:

Sure. So, you know, as we said, engagement is one of the most important things and there’s no email platform out there yet that allows you to really get a handle on how well you’re managing your engagement at the big picture level. And that’s why I created the email health check, which is the main part of deliverability dashboard, because it will tell you very simply how well you’re managing your engagement and how you can improve things, because it looks at how your new contacts are engaging. It looks at how the behavior of your ordinance is changing over the last 30 days, the last 90 days, the last year. And based on that, it gives you a very simple score where zero is really bad, a hundred is really good. And you can understand that it’s a bit like a credit score or something like that. You just want to get it as high as possible.

 

And if you’ve got a low score, then it can give you tips as how to improve that. And it’s mainly by saying, you need to manage your engagement better. And then obviously if you then want to actually have more, hands-on help doing that. Then deliverability defender, which is another part of the dashboard, that’s got this tagging mechanism that will help you identify all the contacts that engaged within a certain timeframe. And then it’ll show you, here are the people you need to mail more frequently. Here are the people who need to mail less frequently and the tags make it super easy to do that because you don’t have to run lots of manual reports and set things up inside your email platform. And you know, the whole dashboard, it works with a lot of platforms already. It’s working with active campaign campaign monitor, constant contact, HubSpot Infusionsoft, keep MailChimp send in blue, and we’re adding new platforms all the time.

 

We’ve got a Weber coming. We have got a get response coming MailerLite is coming. We’re hoping for Ontraport. We’re just doing a bit of research into that at the moment. So the idea is we’re going to support as many platforms as possible. So it doesn’t matter which email platform you use. Then you be able to just get an independent view of how well you’re managing things. And if you need a little help behind that, then the paid-for defenders software can help with that as well. But the health check itself is totally free. It’s just email health check.net, and you gonna sign up and then you connect your platform up then. And it just monitors what your sending behavior has been like. It gives you a report based on that. So

 

Ziv:

We tell us again, where can we find the free?

Adrian:

So the health check for that is just email health check.net. And,

 

Ziv:

Uh, all it is just by going there is will gives you an indication about your engagement. That is really important. And with the defender add-on, that is affordably priced. You can actually get to the point where all of these logic, as we talked about the mindset shift of who do you send emails daily or multiple times a week, who do we send weekly or like a few times a month. And who do you basically go into an engagement campaign just to try to save the day with them with like a sequence of three emails. So then all the decision-making is done for you. All of the taxes done for you. You literally go into the situation where you can just have that stag. And it’s super simple to use, to return and to do some, to make some open rate magic in your email list in your CRM at the end, this has been so important to learn about these. And I want to ask you where can people learn more about you or connect with you or follow what it is

Adrian:

Firstly, thanks so much for inviting me to present this. I’ve really enjoyed it. So first off I’ve got a summary of everything I’ve talked about as well in the race method checklists, and you can get that from deliverability dashboard.com forward slash checklist. So that’s where you can download is that it’s a brief PDF. That’s got the most important parts of the race method, and you’re also welcome to connect with me on Facebook, facebook.com/adrian Savage. And I’ll always do my best to answer questions that come in or at least point people in the right direction. Because as I’ve said, I’m really, really keen to share this message as widely as I can. So if I can help in any way, always please get in touch, let me know,

Ziv:

Wasting so much money into paid advertisement where you don’t always have really control over what are you buying and how much is each of these clicks or whatnot. Spent some into understanding your deliverability situation with your email. You’re going to make a huge difference in your overall. If you do that in and can help you starting with, uh, his free tools, we’ll put all of the links, including the checklist in the show notes. Thank you again, Adrienne for being here and thank you everyone for listening to the Micro Niche Mastery podcast.

 

This show was brought to you by daily cookie.co, where can finally feel supported daily email love. Now delegatable visit daily cookie.co for a collection of free resources on how to use copywriting, a daily emails to grow your micro niche business today.

 

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