2 screenshots

Check out these 2 screenshots:

These are from inside one of my client's ESP's. 

The first screenshot shows email campaigns he sent on his own. The second shows an email campaign I'm sending for him right now.

The biggest difference between these screenshots is the open rates.

The first screenshot shows open rates around 5%, which means my client was probably going to Promotions, and maybe even Spam sometimes.

The second screenshot shows open rates around 25%. 25% usually means no deliverability problems.

The other thing you'll notice is that the emails in the second screenshot are getting sent to far fewer people. The first screenshot emails got sent to his entire email list over the course of 3 days. My emails are going out to just a few thousand people per day.

The emails in the second screenshot are part of my campaign to improve his deliverability.

I'm doing that by sending high-value content emails to his list, a little bit at a time.

Next week we're going to ramp it up to around 15,000 per day. Then 30,000, then 60,000, et cetera — until we're mailing the full list.

This little by little approach works because it makes you look less like a spammer.

If you start sending lots of emails out of nowhere, then you'll hit Spam. 

But when you send a few at a time and then slowly ramp up how many you send, that tells Google that you're legit, and they send you to the main inbox.

Bonus points if you send extremely valuable content that answers your audience's biggest questions. That trains your audience to open and engage with your emails, making you look less like a spammer!

If you have a deliverability problem, try this yourself. (Or send me an email and I can do it for you.)

-Theo