Focus on Email deliverability

Created by Comet Suite Support Team, Modified on Mon, 16 Jan 2023 at 11:10 PM by Comet Suite Support Team

Worth putting it up there. One of the things with email deliverability is that the trust of the email receiver needs to be gained. So there's a few things that, that we've done over time, and there's a lot of kind of research that I've done over my life. I've sent literally millions of cold emails in my life. And creating a, creating an email flow is it just needs to follow a series of steps. So the first of those steps using Go High Level, are you using Mailgun or have you switched over to the LC email system?
I've used both with different sub accounts. I'm using different things depending on their needs. Really, I'm not quite sure about yet.
They're the same thing. So what you may or may not know is that High Level did a deal with Mailgun where they basically said, we'll buy the system off you in bulk branded under LC email. So it's still running through the Mailgun system. It's just now fronted by high level. We get a little bit cheaper because High Level have done a deal, they make a cut on it, which is great. I'm really thrilled to see that there's a little bit of money going back into their pocket for it because that keeps them going. But it is essentially the same thing. Now, one of the things I found interesting about the switch over to LC email was that they didn't make the Demarc record a requirement. And I'm not sure if you know what a Democrat is, but a Demarc is just another text record, another DNS record. So when you're setting up your mailing system, you're setting up your MX records, you're setting up your what they call an SPF record, a DKIM record, which is just a text record on the, on the DNS that says, I own this domain, I'm authorising it to send emails.
It's an authorization system. Basically. One of those records is called Demarc DMARC. And it was interesting to me that they took that requirement off LC email. They said, you don't have to have a Demarc record. And I went, okay, cool, you don't have to. But in 100% of the cases that I've not had a demand record in place, and emails have been going to spam box spam inbox, as soon as I put the DMark record on, they go into inbox and I'm like, okay, it's not a requirement, it works without it. But really it's such an easy thing to set up that I 100% highly, highly, highly recommended. There are some resources out there, let me just grab a couple of links and they'll show you. Are you familiar with DNS records and that kind of stuff, Steve?
Yeah, I do that a lot.
Okay, cool. For my going to too much depth onto it, let me just grab this resource. There's a programme out there called MX Toolbox, and they really have some amazing resources in terms of email deliverability. MX Toolbox are kind of an email monitoring. They keep an eye on blacklists and that kind of thing for you. So they're not bad, but you don't need a paid account with them. Yeah, Robert, thank you. That's the deliverability link. And this on how to set up is also the way to go. So that will just run through the Democrats. So if I'm trying to get somebody to inbox step one cheque the demand record, step two is actually and again, I ran through this a couple of weeks ago, but I was at a seminar two months ago, and one of the speakers on stage was an email deliverability expert. That's what they do. That's all they do. They've built a multimillion dollar company just on that, on that process. And the person that was running this seminar was a guy named Annex Singile, who is doing $32 million as an info marketer, $32 million in 2022. Wow. Heck of a heck of a volume, right?
Selling courses, selling training courses. So Annexingal is a bit of a, I guess a mentor of mine. Not that he knows that, like what he does, I follow very closely. And he had a really open kind of come and learn from the expert series, which I was lucky enough to attend. And one of the experts he brought up was this guy who was an email deliverability expert, and he talked about his history with Arnick Scott. I think Arnie said he had something like 600,000 people on his email list. And this guy, I think his name is, I'm thinking Robert, but I might be wrong there. But he he said that when Robert came on board, he was getting a 14% open rate, which again, in 600,000 emails, really not too bad. But he went from 14% to 18% with one trick. And I tell you what, that's a massive difference. So this is the trick. So the thing is that the promotions box in Gmail is almost as bad as the spam box. If you're landing in promotions, you aren't getting seen. And you know, it's an easy thing to ask who scrolled their promotion box lately.
Maybe you went in there and selected all and deleted, but who's gone through and checked everything like very few people. It's almost as bad as the SpamBox. And Gmail actually is still responsible for 47% of email received. So one in two emails is being received via Gmail. You got to keep Gmail happy, otherwise you're going to get, otherwise, there's no point. So one of the things that this guy talked about was that Gmail specifically, but the other email recipe, email servers as well, they look at the percentage of text in an email that is seen to be promotional, to decide, is this a promotional email or not? So percentage of text, let's say there's 500 words in the copy, in the text, in the body of the email, 500 words, and it's looking at words like sale, coupon, free offer, promotion, that kind of stuff. Like this month's promotion, get a free whatever with a blah, blah, blah. Even when we're doing marketing, we're talking about download a free this, get access to our free that, get a sale on here, 20% off this. Those words are all adding up to a percentage score in that 500.
So advice from about three years ago went down the line of remove as many of those promotional tools as you possibly can. And it was like, okay, so now what we end up with as marketers is a really BLA vanilla email. It's like, Get 20% off this. Amazing sale promotion now turns into, I don't know, high. I can't even say we've got something of interest. It's like you're battling with psychology, trying to get your word. One way to reduce the percentage of promotional text is to take those words out. But what this guy said, and he charges $5,000 for this advice, is the other way of decreasing the percentage is just add more words. So what we're doing is we write the email as normal, and we might have a PS, because that's a great marketing tactic. PS. Don't forget the offer ends on Tuesday, or something like that. But then the PPS, he's talking about writing a story like a thousand words, right? It's like, what should you write? The best one I've ever seen was in my inbox. And it started very legal. It was like, PPS. The legal team over here have determined that we need to put a massive disclaimer on the bottom of our emails to let you know that sometimes companies out there in the world actually transact and make money and blah, blah.
And then talking about the history of the company, we got together in 2017 when times were tough, and this was what happened, and this is why we came together as a business. And my favourite movie character always said this and blah, blah. Honestly, this email that I read was quoting Yoda from Star Wars. It was basically like halfway through the text, it was going, oh, my God, are you still reading this? You're one of those people that reads every line of every email and they keep on reading because this story is really interesting. Literally hundreds and hundreds and hundreds and hundreds of words. Entertaining, funny, great, but meaningless, so that the percentage of promotional text dropped down to almost zero. And now, with great tools like chat GPT, you can go in there and bang outer. Tell me the story about how Luke from Star Wars would have opened up a business in 2023, whatever. And you can have an amazing PPS that goes on for 10,000 words and all the way through it saying, if you're still reading this, the only reason this text is here is so that we have lots and lots of text in our emails.
And please feel free to stick around for chapter two, because whatever, but it's meaningless. The point of it is that the email inbox goes, this is a really small percentage of promotional text inbox. Wow. So is it a loophole? Yes, absolutely. It's working right now. Will it continue to work? Don't know, but it definitely improves deliverability. So huge tip. And the last tip, so DMark Records, number one, can't stress enough how important that is. Number two, add a stack of text to the bottom of your emails. Again, just reducing that percentage of promotional text. And tip number three, when I start running a campaign for a client and we're doing that warm up, we always talk about warming up an email address. So the first week, you're sending ten a day the next week. So ten a day, ten a day, ten a day, ten a day. The next week, you're sending 20 a day, 20 a day, 20 a day. You're building that up to over a period of three or four weeks to the point where you're sending 50 a day. At 50 a day, you got 50 a day, five days a week, four weeks a month is 1000 emails a month.
Right? In that first warm up period, we always run and this is us as an agency, we always run the campaign that I've mentioned before, which is called the Who's Your CMO? Campaign. Who's your CMO? Right? And it goes like this. We're sending out an email. So we're going to coaches, and that was our niche as well, targeting coaches and consultants. And the email is very simply, hi, my name is Walt from Comet. We provide a whole bunch of services, including Lead Generation. Just wondering, who's your CMO? I'd like to have a chat to them. Super simple right? Now. What happens then is somebody responds back with, oh, you're looking for Jason. His email is blah, blah, blah. Oh, thanks so much. I really appreciate that. Is it okay if I send Jason an email? Yes, of course, whatever. Great. Fantastic. Now, I could have just as easily got just blasted out my thing. But the reason I do this in the warm up period, again, for email inbox deliverability, it's looking for dialogue. It's looking for two sided conversations, not just me sending, this is what we do. This is how great we are.
Click on my link and buy stuff. One way, one directional. I'm I'm trying to create that multidirectional conversation in those first few weeks because again, I'm playing this as a long game. So I want to get sure, it's much easier to send a thousand emails and just get the clicks and send them to a landing page. But I want this to be a long term project for the client. So if I've got a difference between 10% open rates and 50% open rates in six months time when I'm sending 1000 a month, I'm just going to have so much better results. So always in that warm up period. I'm running that. Who's your CMO Campaign? And every time that there's a dialogue with your with an email recipient, think of it like a little tick box in your email deliverability scorecard. And the reason we do it in that warm up period is because if I'm sending 1000, I really don't want dialogue. I just want, are you interested? Here's my offer. Click if you are, because otherwise my inbox starts getting overwhelmed. But when I'm doing 1020 30 a day, getting 2345 replies a day is not a big deal, but it does that email dialogue and it means that your email sender, your email address that's sending that email is seen as a human rather than a bot that's sending out.
Right? So the Who's Your CMO Campaign is a great one because it creates that dialogue. And I always say to people as well, the first time you get the abusive reply, celebrate. So the abusive reply reply is this, did you get my email? Never email me again. You what I want you to do is go yes, and just type very nicely as a response. Thank you so much for your email. I'm sorry I offended you. I'll make sure not to email you again. Send now. I could have just deleted that email and felt bad about myself, but the reason that I do the very nice reply and I'm very sorry and I didn't mean to offend you and whatever is because again, it's dialogue. My email inbox score goes up because it doesn't matter that it's with an unhappy person, it just matters that I've got dialogue going on. So I'm just going. Yeah. Dick. Thanks. You just helped me live in my message out to more people. I really appreciate it. So those are pretty much my three tips, Steve. Make sure your records are in place, add that text story onto the bottom of your emails and create an email dialogue in that warm up period and you'll see the results.
Great. Thanks, Walt, I appreciate that.
You're welcome, man. Great to see you. Thanks so much for Jamaata now in the.

Was this article helpful?

That’s Great!

Thank you for your feedback

Sorry! We couldn't be helpful

Thank you for your feedback

Let us know how can we improve this article!

Select atleast one of the reasons

Feedback sent

We appreciate your effort and will try to fix the article