Email Strategy Tips

Overview

Chris McCuel, founder of Audience Bridge, discusses core strategies for email deliverability, inbox placement, and subscriber engagement, providing practical advice for newsletter operators at all scales. The episode covers technical setup, best practices for list management, and trends shaping the future of email.

Email Deliverability Fundamentals

• Email service provider (ESP) selection minimally affects deliverability; most share core technical infrastructure (e.g., SendGrid, Mailgun).
• Deliverability primarily depends on domain reputation and list management, not ESP technical setup.
• Modern ESPs guide setup of DKIM, SPF, and DMARC; these authentication records are required by inbox providers like Google, Yahoo, and Microsoft.
• Custom sending domains are recommended for those planning to grow, as they offer control over reputation and smoother scaling.
• Shared domains and IPs can be affected by other users’ practices, while custom domains and dedicated IPs provide isolation.

Custom Domains and Technical Set-Up

• Setting up a custom domain involves updating DNS records per ESP instructions (typically straightforward).
• DKIM (security signature), SPF (authorized sender list), and DMARC (handling & reporting rules) must be configured via the domain registrar.
• Most ESPs provide clear instructions and verification tools for this process.
• Shared domain/IP users risk being impacted by other senders’ reputations or spam behaviors.

List Hygiene and Segmentation Practices

• Use a “base sending segment” of recent openers, clickers, or recent subscribers to maximize engagement and deliverability.
• Typical segment windows should match send frequency; e.g., daily newsletters might use 60-day click/30-day open/15-day new subscriber windows.
• Remove persistently inactive subscribers (no opens/clicks after 15–20 sends) to maintain engagement rates and reduce costs.
• Send targeted win-back emails to unengaged subscribers before removing them.
• Larger inactive lists can damage engagement metrics and overall inbox placement.

Inbox Placement and Engagement

• Domain reputation is the main factor for inbox placement; Gmail Postmaster Tools can track reputation status.
• Strong click-through rates (target 5% or higher where feasible) and low spam complaint rates (<0.1%) are critical.
• Monitor spam complaints and engagement metrics to adjust sending segments as needed.
• Subscriber interactions (replies, moves to inbox, stars) can help but have limited effect at large volumes.
• Technical headers, such as one-click unsubscribe, improve both compliance and list management for users.

IP Infrastructure: Shared vs Dedicated

• Most users start on shared IPs for faster ramp-up and shared reputation benefits.
• Dedicated IPs are reserved for high-volume senders and require gradual “warm-up” to build reputation.
• ESPs may require dedicated IPs for high-frequency/high-volume clients to protect shared pools.

Performance Metrics and Optimization

• Don’t over-focus on open rates; use them as a personal deliverability baseline rather than absolute performance indicators.
• List size is a vanity metric—ad buyers and sponsors care about engagement (e.g., clicks) and actual performance.
• Monitor bounces: investigate persistent vs temporary bounces, as not all signal invalid or inactive addresses.

Single vs Double Opt-In

• Single opt-in is recommended for most newsletters to maximize subscriber acquisition and engagement.
• Double opt-in may be appropriate in situations prone to fraud (e.g., referral programs) or where security is critical.

Trends and Future of Email

• AI will increasingly shape inbox experiences, such as through automated email summaries or dynamic folder systems.
• Additional sender verification (e.g., BIMI, verified mark certificates) may become standard for high-volume domains.
• Enhanced list management features (bulk unsubscribe, newsletter tab) are rolling out, likely improving user experience and weeding out low-value content.
• Algorithmic/non-chronological inboxes could create challenges but are speculative at this stage.

Recommendations / Advice

• Use a custom domain from launch if growth is a goal.
• Regularly audit and trim non-engaged subscribers to boost engagement rates and deliverability.
• Set up DKIM, SPF, and DMARC records as directed by your ESP.
• Monitor complaint rates closely and keep them under 0.1%.
• Use engagement-based segmentation and adjust windows based on performance and send frequency.
• Focus outreach and optimization on engagement (clicks/conversions) rather than list size.