Deliverability Defined Alyssa Dulin & Melissa Lambert

Gmail and Yahoo have announced new sender requirements taking affect in February of 2024. You can read more here: https://help.convertkit.com/en/articles/8538056-gmail-and-yahoo-s-new-requirements-for-2024-and-what-to-expect
The 3 main steps to take:- Set up a verified sending domain in your email provider- Set up a DMARC record if you haven't already- Start monitoring your spam complaint rates within Google Postmaster Tools 

Email remains one of the oldest and most popular digital communication channels, yet content creators struggle to stand out in their audience’s email inboxes. The explosion of ChatGPT has prompted questions about AI’s role in the deliverability space. Should AI be integrated into email marketing strategies, and if so, in what capacity?  

In this episode, Alyssa and Melissa talk with email marketing expert Naomi West about her relationship with AI. Naomi is a seasoned SaaS Lifecycle Marketer and creator of Email Characters, a Google Chrome extension designed to optimize email content. Naomi is not only an email enthusiast, but also an email expert, having earned the “Email Whiz Award” in 2021 at EiQ’s email marketing conference. 

Together, Alyssa, Melissa, and Naomi delve into the pros and cons of using ChatGPT for content creation, the future of AI, and Naomi’s advice for creators running their own businesses.

Key Takeaways

[04:00] - Who is Naomi West?
[10:33] - Naomi’s relationship with AI.
[12:33] - The pros and cons of using ChatGPT for content creation.
[24:53] - Where is AI headed?
[32:49] - How AI could affect ESPs.
[39:06] - Naomi’s tips for creators running a business.
[41:45] - Where to find Naomi (@emailfromnaomi)

Quotes
[08:18] - “I tried to get into marketing in university for three years straight. And the business school of my university rejected me for three years straight. And I was like, ‘Well, I guess I'll do an arts degree and I will write a lot of papers. And then I graduated and I immediately did marketing. And here I am.” ~ @emailfromnaomi

[39:41] - “[Email] is this completely interconnected space. When you are sending email you have to be cognizant of what’s going on on your other channels as well as recognizing that email is not just you. The inbox is so overwhelmed these days with senders, everyone's doing email. So just be aware that you're not the only individual in the space, but you can still provide unique value.” ~ @emailfromnaomi
Links

Naomi West | Twitter | @emailfromnaomi
Naomi West | Website
Naomi West | LinkedIn
Parcel.io
Slow emails volume 8
Email Characters
ChatGPT
Grammarly

Notion 
Loom
Spreadsheet Girl (@spreadsheetgirl) | TikTok
Klaviyo
Amnesty International
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Melissa Lambert

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It's now free to use ConvertKit with an audience of 1,000 subscribers or less! Start building your audience and reaching their inboxes: convertkit.com/pricing. 

As a creator, you are never going to feel “ready” to build something. The hardest part is getting started and accepting that creation is an iterative process, and the mistakes you make along the way will lead to stronger content over time. 

In this episode, Alyssa and Melissa talk with Dylan Redekop, Growth Currency Newsletter Strategist and Product Marketer at SparkLoop, about his journey building his newsletter from scratch. What started as a multitopic newsletter niched down into a newsletter that helps creators and solopreneurs start, grow, and monetize their own newsletters. Dylan delves into the best ways to keep lists clean and audiences engaged, even if your newsletter is still in its nascent stage. There’s no need to wait until your audience reaches a certain threshold to seek monetization opportunities.

Together, they discuss Dylan’s process in choosing his niche, tips for growing and monetizing newsletter content, and the power of referral networks in gaining high-quality subscribers.

Key Takeaways

[06:40] - An introduction to Dylan.
[09:26] - How Dylan chose his newsletter niche.
[12:15] - Dylan’s advice to anyone niching down.
[15:36] - How to grow and monetize your newsletter.
[25:04] - How referral networks expand your list.
[32:25] - How to keep your list clean while using partner programs.
[36:43] - Where to find Dylan and his newsletter (@growthcurrency)

Quotes
[12:35] - “The subscribes and the unsubscribes, it's all vanity metrics. What matters is that the people that are reading your newsletter and are subscribed to it are interested in it, and you don't just want people to hang on because the numbers look good.” ~ @growthcurrency

[20:13] - “You only need to have one person on your email list to sell them something, right? People get caught up in, ‘I need to have a certain amount of subscribers to make a sponsorship deal or to sell my ebook or my course or my service.’ But I don’t think you have to wait. Why wait until you have a certain threshold to start trying?” ~ @growthcurrency

[26:00] - “The reason why I love [partner programs] is because it's cost-controlled and it's quality-controlled. When you create a Facebook ad or an Instagram, as soon as somebody clicks, you're paying, regardless of if they unsubscribe or never open an email. You don't have that quality control filter.” ~ @growthcurrency
Links

Dylan Redekop on LinkedIn
Dylan Redekop (@growthcurrency) on Twitter
Dylan Redekop (@growthcurrency) on Instagram
Growth Currency
SparkLoop
The SparkLoop Partner Program
The SparkLoop Partner Network
ConvertKit Sponsor Network
Substack
Craft + Commerce Conference
Creator Wizard
Tinder
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It's now free to use ConvertKit with an audience of 1,000 subscribers or less! Start building your audience and reaching their inboxes: convertkit.com/pricing. 

Many people strive to become creators but often forget the discipline, hard work, and consistency required to build an audience. But while the task can seem daunting, it’s not impossible. The best way to learn how to grow a subscriber base is by learning from creators who have successfully done so.

In this episode, Alyssa and Melissa talk with Charli Prangley, Creative Director at ConvertKit, about her experience as a YouTuber with more than 220K subscribers, and the author of the Marketing Design Dispatch newsletter with more than 15K subscribers. Charli discusses what led her to ConvertKit, why creators should take advantage of email when building their brand, and why simple designs often land best with audiences. 

They also discuss Charli’s digital product offerings, her different sources of income, and her advice for aspiring creators.

Key Takeaways

[06:00] - An introduction to Charli and her creator journey.
[07:35] - What brought Charli to ConvertKit. 
[10:04] - Charli’s day-to-day at ConvertKit. 
[13:07] - Why creators should use email.
[18:30] - An overview of Charli’s digital products. 
[20:18] - How Charli decided which products to create.
[22:00] - What do Charli’s income streams look like?
[25:53] - Charli’s design advice for creators.
[34:26] - How Charli encourages email replies.
[42:28] - Charli’s closing thoughts.
[48:31] - Where to find Charli.

Quotes
[14:29] - “Email is powerful for directly reaching your audience.” ~ @charliprangley

[25:53] - “The main thing I suggest is to keep it simple. The more simple you make it, the more refined your design is going to feel.” ~ @charliprangley

[43:10] - “Don't make all of the decisions just based on business reasons, but include your own enjoyment in there as a factor too.” ~ @charliprangley
Links

Charli Prangley on Twitter
Charli Prangley - Creative Director - ConvertKit | LinkedIn
Charli Marie
CharliMarieTV - YouTube
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Melissa Lambert

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It's now free to use ConvertKit with an audience of 1,000 subscribers or less! Start building your audience and reaching their inboxes: convertkit.com/pricing. 

Email is a universal method of communication that brings together people of all different ages and backgrounds. While some people may check their emails more than others, it remains true that everyone needs an email address to survive in the digital world. 
Whether you use your email to stay up-to-date on current events, manage your reservations, or collect discount codes, email is a versatile tool to stay informed and connected.

Email is a more reliable form of communicating with your audience because its popularity is not as volatile as social media. As we’ve observed with apps like Vine or MySpace, no social media platform is invincible or irreplaceable. Email content is also more customizable than social media, which allows creators to connect with different audiences and curate content specific to their needs and interests.  

In this episode, Alyssa and Melissa discuss why email is crucial for your business. They cover how to customize content for your audience, how monetization for emails differs from social media, and how a good ESP can help you grow your list and find advertisers.

Key Takeaways

[04:14] - Why does email work?
[09:28] - Why it is important to “own your audience”.
[14:36] - How to customize email outreach based on your audience’s preferences.
[17:51] - How email monetization differs from social media.
[21:45] - How a good ESP can help your business.

Quotes
[07:25] - ​​“Your subscribers have the control to interact with your email when it’s best for them.” ~ @mel_lambert_ 

[10:34] - “We don’t always know which direction [social media platforms] are going to go in, not just the success of a platform, but also how their algorithms work.” ~ @alyssa_dulin

[15:36] - “A lot of brands have become very successful because of targeted ads on Instagram. You could be making that money instead of Instagram.” ~ @alyssa_dulin

[16:36] - “You want to make sure that you’re treating people’s inboxes with as much care as possible.” ~ @mel_lambert_ 
Links

ConvertKit Creator Network
Subscribe to the weekly Deliverability Dispatch Newsletter!
Subscribe to the monthly Deliverability Defined newsletter!
Postmaster Tools – Google
Bitly

Connect with our hosts

Alyssa Dulin
Melissa Lambert

Stay in touch

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Deliverability Defined Website

Try ConvertKit's deliverability in action
It's now free to use ConvertKit with an audience of 1,000 subscribers or less! Start building your audience and reaching their inboxes: convertkit.com/pricing. 

The way our email inboxes operate has changed dramatically with the evolution of the internet and increased awareness and caution around email scams. Email security and privacy have become a top priority for users, resulting in enhanced protection measures and more stringent regulations.

With so many changes happening in the email deliverability world, several factors could be affecting your success metrics as an email marketer or a content creator. Email strategies need to be adapted according to the sender’s needs and their intended audience.

In this episode, Alyssa and Melissa cover how various factors impact deliverability, including email privacy protection, automatic clicks, link shorteners, VSDs, and DMARCs.

Key Takeaways

[03:50] - Are clicks impacted by Apple Mail Privacy Protection?
[09:19] - What should I do if my clicks are inflated from non-human interactions?
[11:36] - How do I reduce automatic clicks?
[12:07] - Should I use link shorteners?
[14:10] - Should I use a VSD (verified sending domain)? 
[19:00] - Should I set up a DMARC?
[24:51] - What is my deliverability reputation score?
[26:47] - What can I learn from Gmail’s Postmaster Tools?

Quotes
[11:32] - “Here are a few recommendations we give to reduce automatic clicks. 1) Always use HTTPS links, not HTTP links. 2) Keep your sender reputation healthy. Make sure you're cleaning your list and listening to engaged subscribers. 3) Encourage replies to your emails. 4) Pay attention to the content of your message — make sure that it
doesn't look spammy, and that the links in your emails are not suspicious.” ~ @alyssa_dulin

[13:19] - ​​“As far as trying to reduce automatic clicks, using something like Bitly is not going to help you do that. In fact, it’s probably just going to increase your chance of having automatic clicks in your email because it’s not a trusted domain.” ~ @mel_lambert_ 

[29:45] - “These small pieces individually might not be overwhelming, but how they all work together in order to help people be the best sender possible gets tricky.  So if you feel like deliverability is overwhelming or you just don't know where to start, know you're not alone. It's very understandable.” ~ @mel_lambert_ 
Links

ConvertKit Creator Network
Subscribe to the weekly Deliverability Dispatch Newsletter!
Subscribe to the monthly Deliverability Defined newsletter!
Postmaster Tools – Google
Bitly

Connect with our hosts

Alyssa Dulin
Melissa Lambert

Stay in touch

Apple Podcasts
Spotify
Twitter
Facebook
Instagram
Deliverability Defined Website

Try ConvertKit's deliverability in action
It's now free to use ConvertKit with an audience of 1,000 subscribers or less! Start building your audience and reaching their inboxes: convertkit.com/pricing.