Our CEO and Founder, Adam Oldfield, talks through the fundamental shift required to Think Differently about Deliverability. This is a crucial topic, covering what you can do to improve deliverability, the role of your Email Service Provider (ESP), and understanding the key factors that govern email servers and their reputation.
Some key topics covered include:
- The Deliverability Obligation: A major reveal that 80% of deliverability success is now in the hands of the marketer, not just technical settings.
- AI and Your Reputation Score: Understanding how Google and Microsoft's AI systems assign a persistent Organisational Reputation Score and how this dictates your instant deliverability.
- The Cadence Strategy: Why spamming is a relative term and how many marketers are actually not sending enough emails to their engaged base versus their unengaged recipients.
- Data Health and Problem Spotting: The importance of consistent data use and how to diagnose whether low performance is due to a data policy problem or a campaign/segmentation problem.
Adam also covers the importance of clean data and provides actionable takeaways on segmentation to protect your sender score.
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