Episode 1:
Demystifying Email Deliverability with LB Blair from Email Industries
February 29, 2024
Email deliverability is a complicated beast. LB Blair knows email deliverability. Having worked in construction, culinary, data analytics, even ATF compliance, it’s fair to say LB has seen it all. So when we wanted to get to the bottom of the very deep and complex domain that is email deliverability, LB was our first call.
In this episode, LB joins our hosts, Scott Cohen and Garin Hobbs, to help us demystify what happens when you press “Send” on an email campaign.
The discussion dives into why ISPs care about protecting their users from scams and attacks, the big changes at Gmail and Yahoo with regard to DMARC authentication and spam complaint thresholds, and what we really mean when we say “sender reputation.”
This is a fun, in-depth, very informative session that had the hosts writing notes, too! Enjoy!
What you will learn
- 00:00 - Introduction to Email Deliverability
- 01:29 - The Email Ecosystem and Sending Process
- 06:14 - The Importance of Email Deliverability
- 07:07 - Why ISPs Care About Email Deliverability
- 08:04 - Protecting Users from Scams and Attacks
- 09:03 - Spam Filtering and Risk Management
- 10:00 - The Impact of Bad Email Experience
- 11:55 - Authentication: SPF, DKIM, and DMARC
- 15:14 - Explanation of SPF, DKIM, and DMARC
- 25:08 - Setting Up Authentication with ESP and IT Team
- 27:33 - Implementing IT Change Management
- 28:25 - Understanding Sender Reputation
- 31:20 - Remediation Strategies for Sender Reputation
- 34:17 - The Challenges of Gaming the System
- 35:16 - Enforcement of DMARC Alignment
- 38:44 - Minimizing Unsubscribes and Spam Complaints
- 43:26 - Future Trends in Email Deliverability
This Episode’s Featured Guest
LB Blair
Head of Deliverability and Managing Partner
Email Industries
LB Blair has a wealth of experience working with numerous Fortune 100 brands, some sending over one billion email messages monthly.Her expertise includes Gmail reputation remediation, IP/domain warming, data analysis, custom tool development, email authentication, security, and more. LB has a passion for elegantly solving the toughest problems the email industry can throw at her, and she isn’t close to being done yet!
Our Hosts
Winner of the ANA Email Experience Council’s 2021 Stefan Pollard Email Marketer of the Year Award, Scott is a proven email marketing veteran with 20 years of experience as a brand-side marketer and agency executive. He’s run the email programs at Purple, 1-800 Contacts, and more.
With a career spanning across ESPs, agencies, and technology providers, Garin is recognized for growing email impact and revenue, launching new programs and products, and developing the strategies and thought leadership to support them.
Interested In Working with InboxArmy?
Get in touch today!
Enter your information below to request a free, no-obligation consultation.
I searched through a number of forums and word of mouth on the web, and their name consistently came up. They have been in business longer than any email marketing company that I can remember talking with.
Our company needed to revamp our entire email system for our main brand of bicycles, Sixthreezero. We hired InboxArmy to build out new automated flows, post purchase email flows, marketing campaigns, and anything else we could come up with to stimulate our sales. I worked with the director and his designers to develop the emails that would connect with our target market. InboxArmy managed me, I literally had to keep up with how fast they work.
Immediate increase in revenues, our return customer conversion rate increased by roughly 50%, and our open to click rates all increased. The ROI was about 26 to 1. Zero complaints, our resources were not wasted hiring InboxArmy.
