Gain control of your email deliverability: Watch the replay

In our Email deliverability 101 webinar, Ortto’s Co-Founder and CEO, Michael Sharkey, and Head of Email Deliverability, Travis Hazlewood, take you through a crash course on email deliverability: from common myths, to how it can improve email marketing ROI, to practical tips for getting back in the driver’s seat on your sends. (Spoiler: marketers have more control than they realize!)

Watch the replay above and register here to receive your email deliverability toolkit from Travis. Read on for a summary of topics covered in the webinar.

The function of email deliverability

Email deliverability exists to protect email recipients from malicious actors. This is why the spam folder exists, so mailbox providers can identify and filter out emails it deems as malicious, unsolicited, and irrelevant.

While the spam folder may seem like a hoop that marketers must jump through, it exists for good reason. But there is still a gray area around how providers classify spam. Fortunately, deliverability experts like Travis know what positive and negative signals mailbox providers look for.

The evolution of email deliverability

The first spam folder was created 20 years ago. Since then, a lot has changed in the way mail providers determine ‘harmful’ emails.

For a while, mailbox providers made inboxing decisions based on identifiable spam trigger words within emails, but as email has advanced, this is less important.

Now, experts deem IP reputation and especially domain reputation as having the most impact on deliverability. But just like any algorithm, deliverability will keep evolving over time.

Misconceptions around deliverability are harming marketing outcomes

Travis debunks some common myths around deliverability. No, sending more emails does not equal more sales. Yes, deliverability issues can be fixed by the sender themselves. No, you shouldn’t send content to someone just because you have their email address. No, doing what you’ve always done will not result in better outcomes.

Being proactive with your deliverability is the best way to see better returns on your email marketing investments.

5 ways to improve your deliverability today

Travis has 5 practical tips that will help you get back into the driver’s seat.

1. Keep an eye on positive vs. negative engagement trends

2. Focus on the proper proportions

3. Create a regular list cleaning schedule

4. Use Ortto’s templates

5. Don’t cut corners – trust the process

To find out more, check out the webinar recording or download our eBook: The complete guide to email deliverability.

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