Email Delivery Challenges

You get to work, open your email ... and your blood starts to boil. Your co-worker sent you an email. It could have been simple. It could have been direct. Instead, it's riddled with subtle jabs and hostility. What do you do? 1️⃣ Ask to meet in person to clear up any miscommunication? 2️⃣ Send a similarly tense reply? If you would choose the latter … you're not alone. We are seeing a MAJOR increase in incivility across U.S. workplaces. The truth is … it's in all of our hands to fix it. So, next time you receive a tense email, here's my challenge to you: ☑️ Take a break and reflect: When emotions are high, it's essential to process your feelings. This will help you respond thoughtfully without escalation. ☑️ Schedule an in-person meeting: Emails can create misunderstandings. Request a meeting to communicate your concerns and understand your co-worker's perspective. ☑️ Focus on understanding: Practice empathy by actively listening to their point of view. Ask questions for clarity. Don't make assumptions. ☑️ Apologize if necessary: If you regret your actions, sincerely apologize. Acknowledge your role and express a desire to move forward. Have you ever clashed with a co-worker? How did you go about finding peace, civility, and common ground? #SHRM #HumanResources #Civility #WorkplaceCulture #HealthyWorkplaceEnvironment

I received a two-word email reply last week: "Sounds good." I felt frustrated since I put so much effort into a detailed proposal. And their "efficient" response came across as dismissive. Was it intentional? Of course not. But it’s one of the traps of digital communication. It may take away what makes us human. No eye contact, no tone, no body language. Just words on a screen that we interpret through our biases. Three things I learned about email: Short isn't always smart. When someone sends you three paragraphs, a two-word response feels like a slap. Tone is invisible until it's not. I re-read my emails before sending and ask: "Would I want to receive this?" Most importantly: email is not for everything. I have been lately experimenting with audio messages, when appropriate, and it gives a “human touch” back 😉 When was the last time you picked up the phone (or sent an audio) instead of sending another email?

6 EMAIL MARKETING PROBLEMS (and how to fix them) LOW OPEN RATES This can stem from uninteresting subject lines, poor deliverability, or not using preview text. Craft subject lines that spark curiosity and use personalization. Ensure strong sender reputation, avoid spam words, and test sending times. Use preview text to complement and summarize. Make subscribers eager to open your email, not just feel obligated. HIGH UNSUBSCRIBE RATES High unsubscribe rates may signal irrelevant content or frequency issues. Get feedback via surveys or emails. Segment list for tailored content and frequency. Improve content with value and variety. Deliver what subscribers want to keep them engaged. LOW CTR Low click-through rates often result from dull call-to-actions (CTAs) and irrelevant content. Use action-oriented, appealing, and well-placed CTAs. Align content with audience interests; use visuals. A/B test CTA styles, placements, and wording. When you have CTAs that stand out and relevant content, it'll help improve your email engagement. EMAIL GOING TO SPAM Emails landing in spam folders are often due to not following email deliverability best practices. Use double opt-in if necessary. Set up SPF, DKIM, and DMARC. Regularly clean your email list. Monitor reputation with Google Postmaster. Follow these easy best practices to improve email deliverability. SLOW EMAIL LIST GROWTH This can stem from poor sign-up strategies, low-value offers, and low traffic. Offer compelling lead magnets like eBooks or discounts. Write persuasive copy and simplify the sign-up. Promote sign-ups via social media and website. A/B test form designs, placements, and copy. A streamlined and seamless sign-up process will help boost your list growth. HIGH BOUNCE RATES High bounce rates typically indicate issues with email addresses or list hygiene. Clean list regularly; verify addresses before sending. Monitor bounce reports; address hard and soft bounces. Use double opt-in; keep subscription info updated. A healthy, well-maintained list minimizes bounce rates.

Want to increase your email conversions? Here’s the trick—address objections before your subscribers even have them. Instead of leaving them thinking, “But what about ___?”, you can step in and say, “You might be wondering ___, here’s your answer.” That builds trust. It keeps people hooked. And ultimately, it removes any barriers between your subscriber and their decision to buy. Friction = sales killer. Here are 3 quick ways to crush objections with email: Know the concerns: What makes your readers hesitate? Could be price, value, or maybe delivery times. Know them well. Have the answers ready: Simple and clear. Use social proof, FAQs, or even a money-back guarantee to back you up. Weave them into your emails: Let it flow naturally. You’re having a conversation, not pitching hard. Make it part of your story. Example: You’re running an abandoned cart email for a clothing brand. Instead of just saying “Come back and buy,” include a line like, “Worried it won’t fit? No stress, we’ve got free returns!” Anticipate their worries before they ask. Watch your engagement and sales skyrocket. #emailmarketing #saas #ecommerce #coachingbusiness #klaviyo #copywriting #ecom

The Hidden Cost of 'Professional' Emails (And Why I Stopped Writing Them). I've never been one for the polished, perfectly crafted emails. You know the ones - filled with fluff, niceties, and a whole lot of nothing. But even I found myself slipping into the trap of using AI to make my emails sound "just right." Here's the kicker: That 'professionalism' often meant sacrificing authenticity, and the results weren't pretty. AI is fantastic for generating ideas and organizing thoughts, but it can also lead to emails that sound more like a corporate script than a human conversation. Every time I leaned into crafting the "ideal" email with AI, it felt like I was putting on a suit that didn't fit. The more I tried to play the game, the less I connected with the people on the other side and the lower my response rates got. I get TONS of AI generated emails and no matter how "personalized" they are, I can always tell they're written by AI and the only way I can explain it is that they just don't have a soul. Let me give you an example. There was a time when I was trying to write the perfect email to hold someone accountable for ghosting me. I tried a "professional persistence" version, hoping to sound polished and firm. But then, in a moment of frustration and honesty, I simply typed "Did I lose you?" in the subject line and hit send. I got an immediate response. Why? Because it was genuine. It cut through the noise and spoke directly to the person on the other end. (type "ghost" in the comments if you want the link to how i use that email to get an 80%+ response rate when being ghosted) So I ditched the act. I went back to basics - clear, direct communication with a personal touch. My emails are back to being an extension of my conversations, where the only polish was in the sincerity of my words. And guess what? My response rates improved. People didn't respond to the professionalism of the email. They responded to the realness. So here's a thought: Next time you hit 'compose,' ask yourself if you're writing to impress or to connect. Trust me, when you speak from the heart, people listen. #MakeItHappen #Sales #Authenticity #AI

I was talking to my husband, who’s building his startup, Talowiz. His marketing approach? Find contacts via some martech tools, launch email or LinkedIn campaigns, and hope for conversions. Sounds familiar? Unfortunately, this is where most startup founders go wrong, especially when their deal size is low. They burn dollars on tools and campaigns with little to no return. Let’s talk about why this approach often fails: 1️⃣ Targeting the Wrong Companies Most of the time, these contacts are not from accounts that may be interested in your offerings. This is not a research-driven approach. 2️⃣ Generic Messaging Multiple industries have their specific pain points. Addressing these pain points should be the first step. It is imperative to research the accounts before starting any outreach. 3️⃣ Spray and Pray Doesn’t Work Only 5% of buyers are actively in-market. Sending generic campaigns to everyone is wasteful, especially in B2B, where personalized outreach is important. 4️⃣ Email Challenges Many emails never reach inboxes. According to studies, 20% of emails fail to land in inboxes due to spam filters, poor domain reputation, and unverified lists. Average open rates in B2B? 21.33% for general emails, which means most efforts go unnoticed. Even if you manage to land in the inbox of someone not ready to buy, they might mark your email as spam, killing future opportunities with them. 🚨 Bottom line: Relying on random lists, generic campaigns, and drip emails without research only wastes efforts and dollars. 🚨 So, what’s the solution? The key is to stop the spray-and-pray approach and focus on Account-Based Marketing (ABM) to prioritize research, personalization, and targeting in-market accounts. Want to know how ABM can transform your startup’s marketing? Stay tuned for my next post or drop me a message! #ABM #accountbasedmarketing #B2B #B2BMarketing #ABMers #AccountBasedMarketers

With CAC rising is EMAIL the? UK’s Most Underrated Acquisition Channel? In the UK, email is often underestimated in terms of customer acquisition. Meanwhile, in the U.S., it's a top-performing channel, with 81% of businesses using for acquisition (v. 80% for retention), with an average ROI of $36 for every $1 spent (DMA) you can understand why. So why the disconnect in the UK? A big part of it comes down to GDPR & perceived limitations around high-quality data. But after sending billions of acquisition emails for some of the UK’s biggest brands, I can say with confidence: email works—when done right. Here are my top 10 tips for using email as a scalable acquisition tool & ensuring you qualify traffic: 1. 🚫 Don't buy or rent data to send emails yourself Sender reputation determines inbox placement. You could buy the best list, but if you haven't engaged with them before, you are unlikely to inbox. Only work with senders who mail their data. (nb. Delivery is everything to them, so they will ensure your offer drives engagement or they wouldn't send) 2. 🤝 Trust senders to know their audience Ask providers what’s historically performed well—designs, content, send times. Use their insight to maximise your campaign effectiveness. 3. 🧪 ROI rarely comes from a single send Create a structured testing programme. Experiment with subject lines, creative formats, audiences, timing. Think performance, not one-and-done. You wouldn't run a one hit wonder on meta - so don't do it on email. 4. 🔁 Use a multi-touchpoint approach Just like paid media or social, consumers need multiple exposures before they convert. Plan repeat sends to build familiarity and intent. 5. 🖼️ Tell your story, but make it scannable Email gives you space—use it! Combine visuals, GIFs, storytelling. But keep it easy to skim, with prominent CTAs. Guide the reader clearly. 6. 🙅♀️ Skip the “Hi [First Name]” In acquisition, personalisation by name isn’t effective. You haven’t earned a relationship yet—focus on value and relevance first. 7. ✨ Nail your above-the-fold content The top section drives most engagement. Make sure your primary USP shines here. Grab attention fast, and give users a reason to click. 8. 👁️ Think beyond opens—email is brand awareness Even unopened emails contribute. People read subject lines and from-names when deciding what to engage with. An email from “M&S – 50% Off Sale” makes an impact, even if it’s deleted. 9. 📊 Question low open rates Thanks to auto-image loading, open rates are often inflated. So if your open rates are low, it may point to real quality issues—look deeper. 10. 🚀 It can be a pure acquisition channel Email makes it easy to exclude existing customers. Clean deduplication ensures you're reaching only new potential buyers. Email isn’t just a retention tool—it’s a powerhouse for acquisition, brand visibility, and testing at scale. UK marketers who embrace its potential will unlock a competitive edge that many are still missing.

Some cold emails try too hard to “personalize.” Like this one I got: “Josh, your post about the gap between knowing and doing resonated. Seems applicable even outside of cold calling. Complex European logistics, for example…” Then it pivoted into a pitch about freight. It’s like a waiter overhearing you order a glass of wine and saying: “Ah yes, your love of Merlot reminds me of car tires. Speaking of which, would you like to buy four?” That kind of forced connection doesn’t build trust. It breaks it. Personalization isn’t sprinkling my name or twisting my post into a segue. It’s showing me you understand my world. The job I’m trying to get done. The problem I might not even know I have. Otherwise it just feels like duct-taping my words onto your agenda. Here’s a cold email that’s personal but not personalized. “Pete, not sure about your clinic, but many vets say they lose 6–8% of revenue each year because pet owners buy similar products online or at pet superstores. ACME and BETA are private labeling products, so they don’t compete with a big box or online options. No setup or design fee. Low min order quantity (12). Worth exploring?”

“Marketo and some other ESPs send all your emails to spam.” Don't they? Your ESP does impact deliverability; but not in the way most marketers think. Inbox providers don’t hate Marketo. They distrust bad senders. Marketo, HubSpot, Mailchimp, Klaviyo, all host thousands of senders. If you’re on a shared IP with shady neighbors, inbox providers might punish you too. Let’s be honest: some ESPs are just plain bad. 1. They let anyone send, no vetting, no compliance, no limits. 2. Their IP ranges show up repeatedly on blocklists. 3. Their support shrugs off your inboxing issues with generic answers. Red flag: If your ESP doesn't care who sends what, you’re sharing reputation with spammers. Dedicated IPs help, but they’re not magic. A dedicated IP in a “bad neighborhood” still inherits risk. Without proper warmup, domain alignment, and consistent volume, you're still a stranger to mailbox providers. Think of it like buying a premium car but driving through a toxic zone, you're not protected. The real issue isn’t always the platform, it’s the sending. Switching ESPs won’t fix your deliverability if your: 1. Domain reputation is weak 2. Lists are stale or purchased 3. Content is clickbait 4. Engagement is low These follow you wherever you go. That said, some ESPs are stuck in the past. If your platform doesn’t offer: 1. Custom Return-Path 2. ARC header support 3. Reliable bounce categorization 4. Fast IP warm-up tools 5. Responsive deliverability support Then yes, that’s a reason to leave. So what does drive inbox placement? Focus on these fundamentals: 1. Domain-level reputation and alignment (SPF, DKIM, DMARC) 2. Strong engagement signals (opens, clicks, replies) 3. Clean, opt-in-only lists 4. Consistent volume and sending patterns 5. Fast bounce/suppression handling 6. Relevant, non-spammy content Blaming your ESP is easy. But sometimes, they do deserve it. If your setup is right, but inboxing still fails, ask: 1. Who else is sending from this subnet? 2. Is the ESP proactive with abuse management? 3. Are they helping or just blaming Gmail? If your ESP doesn’t protect your reputation, you need to protect yourself, by leaving. Bottom line: The ESP is your infrastructure. Your deliverability is your responsibility, but if the infrastructure is broken, no amount of sender best practices can fix it. Have you dealt with shady ESPs or deliverability disasters? Let’s talk. #emailmarketing #deliverability #ESP #marketo #inboxstrategy #emailtruths #email

If you don't understand DKIM, SPF, or DMARC, email will get a lot harder. New email requirements from Google and Yahoo, kicking off next month, are not just updates but will significantly impact your email programs. Outbound or Inbound. As a HubSpot customer, you'll get an email in the next few days that recap this news. 𝗛𝗲𝗿𝗲'𝘀 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂 𝗻𝗲𝗲𝗱 𝘁𝗼 𝗸𝗻𝗼𝘄: 𝗘𝗺𝗮𝗶𝗹 𝗔𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗚𝗲𝘁𝘀 𝗦𝘁𝗿𝗶𝗰𝘁𝗲𝗿 • DKIM, SPF, and DMARC: These aren't just fancy acronyms; they're your new best friends in email marketing. They will become mandatory to combat spam and ensure your emails don't bounce back.    𝗢𝗻𝗲-𝗖𝗹𝗶𝗰𝗸 𝗨𝗻𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗽𝘁𝗶𝗼𝗻 • The power shifts to the receiver. Ensuring your recipients can opt out easily is more than a courtesy; it's a requirement. 𝗙𝗼𝗰𝘂𝘀 𝗼𝗻 𝗪𝗮𝗻𝘁𝗲𝗱 𝗘𝗺𝗮𝗶𝗹𝘀 • Keeping your spam rate below 0.1% isn't just good practice; it's essential. High spam rates can lead to severe email deliverability issues.    𝗪𝗵𝘆 𝗦𝗵𝗼𝘂𝗹𝗱 𝗬𝗼𝘂 𝗖𝗮𝗿𝗲? These changes aren't just about following rules; they're about enhancing email deliverability and building trust with your audience. It's about sending emails that your audience wants and values, not just what you want to send. How Does This Affect You? If you think, "I'll deal with it later," think again! These changes call for a proactive approach. They require a deep dive into your current email strategies and a significant overhaul to align with these new requirements. 𝗪𝗵𝗮𝘁 𝗖𝗮𝗻 𝗬𝗼𝘂 𝗗𝗼? 1. Start by reviewing your email authentication methods and technical setup. 2. Make sure your unsubscribe process is thought out. 3. Proactively monitor your email engagement and spam rates 4. Run re-engagement campaigns to confirm opt-in 5. Use email verification 6. Monitor sequence sender scores if you're running your Outbound through HubSpot.     I've included a cheat sheet below that explains these technical terms in-depth and provides suggestions for addressing them. Reach out with questions! #hubspot #email #marketing #spam