Episode 1:
Demystifying Email Deliverability with LB Blair from Email Industries

Date Icon 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

Chief Executive Officer

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.

Experienced Martech Expert

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.

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