How to fix reputation issues with Gmail


According to Finances Online, as of January 2020, Gmail had over 1.8 billion active users. When you’ve got a mailbox provider so prevalent on your email list, keeping yourself on good terms with that provider is essential for the survival of your subscriber count. But how do you know if your reputation with Gmail has tanked? And what’s the best way to respond? While every…

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How to clean your list


From likes to follows to subscribers, when everything feels like a numbers game, the idea of actively deleting your subscribers can feel counterintuitive and downright terrifying. But there’s power in deleting people from your list who aren’t opening or engaging any longer. List cleaning saves you money and saves your reputation, a gift to yourself and the subscribers who matter. Well, at least the subscribers…

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Email behind the scenes


Many creators know the ins and outs of authentication, spam traps, BIMI, and listbombing. And if you’ve been creating for a while, you probably understand best practices for email strategy and creative tips for encouraging engagement. But what about the basics? Do you really understand what happens to your email after clicking “send”? Most creators don’t, and there’s a strong case for shifting that statistic.…

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How to learn from unsubscribes


Rejection is a terrible feeling. Especially when you’re pouring everything into a business and yearning for the approval of a new audience. But there are things to learn from every negative in life, and unsubscribes are no different. So if you’re feeling down about your unsubscribes, consider this: the unsubscribe button is an automated list-cleaner, allowing subscribers the option to opt-out themselves, saving you the…

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Top 5 email myths


Are there tips and tricks to avoiding the promotions tab? Can simple keywords send you straight to the spam folder? Is email on the way out? Misinformation about best practices can send your email strategy spiraling. While it sounds cliché, avoid trusting everything you read on the internet. Because despite living in the era of information, many email mythologies have survived. If you’re feeling lost…

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The audience-building flywheel


A question creators commonly ask is, “how do I get more subscribers?” As a brand new creator, finding followers is probably your top concern. And although there are many answers depending on who you ask, the best explanation may be something called the flywheel effect. In short, you have to put out content consistently and strategically, blending social media with email to reach the most…

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Real world examples of great emails


Every once in a while, we stumble upon a promotional email from a brand we love or a service we recently subscribed to and think, “that’s a great email.” Today, Alyssa and Melissa break down some of their favorite examples. Because when it comes to teachable moments, stellar examples of real-world emails are the best way to translate best practices and learn from the email…

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The future of email


If you could peek into a crystal ball and see the next 10 or 15 years of email evolution, what would it look like? Are the strategies you’re implementing ready for the future? Many say that in a world of ever-changing algorithms, email stays the same. While it’s never an exact science, the predictability and control senders have over their content certainly makes email an…

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Utilizing BIMI to display your logo in subscribers’ mailboxes


What happens when security and style combine? Enter BIMI, or Brand Indicators for Message Identification, a text record that lives in your DNS records and helps verify your email address against phishers with malicious intent. This verification can be found in the brand’s logo, conveniently embedded in a sender’s email. While this high-tech security option may be a tough bet for small creators working alone,…

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Why some subscribers don’t confirm their opt-in


As creators and email marketers, we’ve got a lot of important things keeping us up at night. From our marketing strategy, the hassle of freelance taxes, and, of course, those subscribers who don’t confirm their double opt-ins. But of all our worries, is an unconfirmed subscriber really something to stress over? After all, what’s “normal” subscriber behavior? It might be time to rethink how you…

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Protecting your email list and reputation


As creators, trust is everything. The trust between you and the subscribers who stay tuned is the foundation of your business and the source of your creative freedom. And while it can take months or years to build up hard-earned trust, it only takes one spammer to derail it. In the tech-driven twenty-first century, spamming is more prevalent than ever. Unfortunately, an email list and…

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How to serve multiple audience types


As we evolve as creators, it’s inevitable that our audiences evolve with us. If you find yourself serving multiple audiences, deciding which audience to speak to and when can feel like an impossible task that inevitably isolates one fan base or another. Unfortunately, with most mediums, creators must choose. In this episode, Alyssa and Melissa answer the question, how do you create for multiple audiences?…

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Growing your email list with a referral program


Creators always ask, “how do I grow my audience?” While the answer is different for everyone, when you’re an emerging creator with a tight budget, referral programs are a great way to expand without burning revenue. And not only expand, but find subscribers who are more likely to engage. As we continue moving away from open rates as our main metric, referral programs are a…

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Creative strategies to increase subscriber engagement


If we learned anything last season, it was that open rates are no longer the magic email metric. Changes to Apple’s privacy settings dethroned an already shaky measurement tool, albeit one many marketers loved to tout. While staying laser-focused on one metric is a surefire way to derail your email strategy (and fill your subscribers’ inboxes with spam-friendly subject lines), is there a new golden…

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Ask our experts: How to prepare for the holiday season


Although it’s only October and you might be sipping a pumpkin spice latte as you’re reading this, the holiday season is quickly approaching! While some of us might be able to pull off last minute holiday shopping and gift wrapping, your email plans require more advanced planning. Email volume increases greatly in November and December, and not all of the volume comes from good emails.…

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Ask our experts: Other than open rates, what should creators focus on to measure success?


Open rates have been considered a vanity metric for a long time. There are several factors that make open tracking inaccurate. And with the latest Apple announcement, open rates will soon become even less reliable when it comes to measuring the success of your email efforts. For many senders, open rates were the metrics they have historically focused on most. Now they’re left wondering, “what…

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Top 4 takeaways from Deliverability Defined season 2


Whether you’re a musician or an author, a blogger or an artist, email is the secret sauce to owning your audience and making a passion project your full-time hustle. While deliverability may sound like an algorithm with built-in metrics for success, there’s more than one way to reach the inbox and engage subscribers. Last season, we defined the ABCs of deliverability. In season 2, we…

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How to perfect the sign-up process


As a new creator, you may feel like reaching as many eyeballs as possible is the most crucial end goal. Just remember, not all subscribers are created equal. Opt-in forms help weed out unengaged and uninterested subscribers that aren’t worth paying for and can damage deliverability. However, like subscribers, not all opt-in forms are equally as effective. In this episode, Alyssa and Melissa walk through…

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What Apple’s privacy changes mean for your deliverability


You’ve probably heard about Apple’s latest privacy changes taking effect in September. Apple’s new OS will have a significant impact on email senders. For anyone using the Mail app to view their emails, all open tracking pixels will be automatically loaded, causing open rates to become even more inaccurate and unreliable. Privacy is paramount, and we aren’t advocating that senders are entitled to a recipient’s…

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