Chintan Doshi is Senior Director of Marketing Automation at Mavlers, a global email marketing and CRM agency with over 700 people across 52 countries. Day to day he works across multiple platforms including Salesforce Marketing Cloud, Braze, Klaviyo, and HubSpot, driving performance for global clients. In this episode, Chintan explains why email deliverability is the result of a strong lifecycle strategy—not just technical setup. He shares practical advice on building customer trust, maintaining list health, and measuring the metrics that really drive long-term email performance. Dive in: [08:24] Impact of Email Deliverability Issues [12:23] Building Email Inbox Trust [15:11] Focusing on customer behavior signals [18:47] Focusing on meaningful email metrics [19:52] Analyzing email marketing metrics [23:38] Email marketing frequency and list hygiene [28:46] Importance of channel-specific consent [32:15] Improving email engagement strategy [33:35] Insider Tips from Chintan! Episode sponsored by Mavlers. Book a meeting with the Mavlers team at https://www.mavlers.com/ Treat Deliverability as a Business Strategy, Not a Technical Problem Many brands think email deliverability is just about authentication and inbox placement. Chintan argues that it starts much earlier. It comes from sending relevant content to people who actually want to receive it. When subscribers engage with your emails, inbox providers reward your sender reputation. Better deliverability leads to more opens, more clicks, and ultimately more revenue. Prioritize a Healthy Email List Over a Bigger One A large email list is not always an advantage. Chintan recommends focusing on engaged subscribers instead of trying to email everyone. Make it easy for people to unsubscribe if they no longer want your emails. Regularly remove inactive contacts and run win-back campaigns before sunsetting them. A smaller, healthier list will outperform a large database filled with disengaged subscribers. Measure Business Results, Not Vanity Metrics Open rates are no longer the best way to judge email performance. Privacy changes have made them much less reliable. Instead, Chintan recommends tracking metrics like clicks, purchases, website activity, customer retention, and revenue per recipient. These metrics show how email contributes to real business growth. They also help you make smarter decisions about your lifecycle strategy and future campaigns. Takeaways: Email marketing success isn’t just about flashy campaigns; it’s about building trust. When subscribers feel valued and engaged, deliverability and revenue follow naturally. Focus on customer experience, not just the numbers.Let unsubscribers go! Forcing engagement hurts reputation long-term. Easy exits show respect, keeping your list (and brand) healthy. Quality beats quantity always.Privacy changes mean open rates are vanity metrics now. Actions—clicks, purchases, real engagement—are the new gold. Optimize for what your subscribers actually do, not just what they see.A governance model in email isn’t boring; it’s essential. Clear ownership, frequency caps, and regular list hygiene protect both your brand and your customers. Proactivity wins over panic.Before automating everything, nail your fundamentals: proper authentication, genuine consent, and transparent data practices. The boring stuff builds the foundation for creative, sustainable growth. Find the notes here: https://keepopt.com/313 Try Klaviyo for free >>> https://keepopt.com/klaviyo **** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy
