Podcasts

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

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

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

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

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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How’s your email reputation?

how’s-your-email-reputation?

Everyone strives to reach their subscribers’ inboxes. Many factors determine deliverability—but it’s no secret that reputation is among the most important. So what can you do to fix a broken reputation? How can you know what your reputation is or if it needs improving? And what role does an ESP play in working email magic? Like most things with deliverability, the answers aren’t always straightforward,…

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What makes a good subscriber?

what-makes-a-good-subscriber?

Every creator hopes for thousands of YouTube subscribers, Instagram followers, and Twitter likes. But if you’re approaching your email list with a similar “more is better” mentality, you may be missing the mark. In this episode, Alyssa and Melissa discuss why not all email subscribers are created equal and why smaller, high-value lists are healthier than a massive list filled with cold and unengaged subscribers.…

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Why are my open rates dropping?

why-are-my-open-rates-dropping?

If you see a sudden and dramatic drop in your open rates, don’t panic. There could be an easily fixable solution behind those scary numbers. And even if it takes a bit more digging, your open rates aren’t the be-all and end-all metric for measuring success. Nevertheless, lower open rates could signify a larger issue, whether it’s your marketing strategy or something as simple as…

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How to use Twitter to build your email list

how-to-use-twitter-to-build-your-email-list

Are you intimidated by Twitter? Do you scroll and consume 24-7? Love it or hate it, there’s no denying that Twitter can be invaluable for building an audience and boosting visibility. If you’re strategic and intentional, Twitter can help you reach massive creator milestones. In this episode, Alyssa and Melissa discuss actionable steps to growing a following on Twitter and expanding your email list. Don’t…

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How to level up your emails with automation

how-to-level-up-your-emails-with-automation

Sending one-time emails to your entire list may feel like a familiar and reliable default. And automating anything related to email might sound intimidating. However, automation opens the doors for incredible results and makes your life as a sender much easier. It’s a cardinal rule of business that you should never treat every customer (or every subscriber) the same. The beauty of automation is that…

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Why do emails bounce?

why-do-emails-bounce?

So often we view emails as a one-way conversation. In reality, there are plenty of complicated mechanics that go on behind-the-scenes between both sender and the receiving server. But what really goes on when an email bounces? Is it the fault of the ESP? Should we clean our lists of every email address that bounces? Like everything with deliverability, finding the why behind your email…

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How to recover from an email fail

how-to-recover-from-an-email-fail

Even veteran senders get nervous before pressing send. There’s always that worry in the back of our minds: What if I send this to the wrong group of people? What if I send a test email by mistake? What if there’s a broken link or typos or lingering placeholder text? So, if and when the dreaded email fail happens to you, what can you do?…

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A day in the life of a deliverability expert

a-day-in-the-life-of-a-deliverability-expert

Do you really understand deliverability? Is a career in deliverability right for you? Deliverability is a niche topic and it’s sometimes hard for friends, family, and curious ears to understand. But aside from innate curiosity, if you’re a sender, learning what a deliverability expert does can provide incredible insight into how deliverability actually works. From educating to solving problems and balancing tech skills with empathy,…

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Things to check before you click “send”

things-to-check-before-you-click-“send”

So much of deliverability is fixing issues after you realize there’s a problem. But what about solving problems before they become a problem? There are ways to predict your deliverability future and improve not only your business but your subscribers’ experience as well. In this episode, Alyssa and Melissa outline tips for proactively preventing deliverability issues before your email even reaches a recipient. Some of…

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Bypass the YouTube algorithm with email marketing featuring Ben Schoeffler

bypass-the-youtube-algorithm-with-email-marketing-featuring-ben-schoeffler

With hundreds of big creators monopolizing YouTube, starting a channel from scratch and beating YouTube’s notoriously tricky algorithm is no small feat. Take it from Ben Schoeffler, a content creator who’s learned a few tricks for bypassing the algorithm with email marketing. YouTube doesn't provide the names of your subscribers. So while it may sound counterintuitive, going off YouTube is often the only way to…

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How to avoid automatic clicks and opens from skewing your metrics

how-to-avoid-automatic-clicks-and-opens-from-skewing-your-metrics

No matter how much we plan and analyze, there will always be things outside of our control. When it comes to email deliverability, avoiding automatic clicks is sometimes the hardest pitfall to avoid. Nevertheless, there are ways to stand up to security systems and work around the (almost) impossible. In this episode, Alyssa and Melissa explain why automatic clicks are so common and what you…

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How to switch ESPs without damaging your deliverability

how-to-switch-esps-without-damaging-your-deliverability

Deliverability isn’t an exact science. There’s no hard and fast rule for success, and advice may vary from time to time. But of all the grey areas in email marketing, switching ESPs is probably the most confusing. If you’ve wanted to make a change in your service but haven’t pulled the trigger for fear of damaging your deliverability, you’re not alone. That said, there are…

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How musicians can turn fans into superfans through email marketing

how-musicians-can-turn-fans-into-superfans-through-email-marketing

In an era of streaming services and a pandemic that’s pushed touring to the side, monetizing music has never been harder. While it may sound old-fashioned for a rockstar, emails can unlock your income potential. In this episode, we’re speaking to musicians looking to monetize their online presence and turn casual followers into fans and superfans. Learn to stay strategic with your releases, use Instagram…

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10 common email marketing mistakes

10-common-email-marketing-mistakes

To emoji or not to emoji? Can sending a test email actually harm deliverability? Is my title too vague? Too specific? Email marketing is an artform and mastering it takes more than a quick how-to. But even if you’re a pro at emails, you may be making minor mistakes that can have a major impact on deliverability. In this episode, we’re walking through 10 common…

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How writers can earn a living through email

how-writers-can-earn-a-living-through-email

As writers, email marketing should come easy, right? You already know how to engage an audience, use your voice, and create a compelling read. But sometimes, your skills as a narrator don’t always transfer. And, like many writers, maybe you write alone for too long, hesitant to share your work with an email address outside your own. In this episode, we’re battling the mother of…

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