HMBT #301: Your List Needs Therapy

📬 In this episode, I speak with email deliverability expert Matthew Vernhout of Email Industries to break down what really determines whether your emails reach the inbox—or land in the spam folder. The conversation kicks off with the most critical factor: your data quality. 🧹 If you’re using clean, first-party, permission-based email lists, you’re already ahead. But if you’re purchasing lists or using scraped data, expect problems. They discuss express vs. implied consent, global email regulations like CASL, GDPR, and the consequences of bad data—including poor reputation, spam traps, and honey pots. 📉 The golden rule? “Do good things, good things happen. Do bad things, bad things happen.” 💡

🔐 The second half digs into technical must-haves like SPF, DKIM, and DMARC—which are now mandatory for bulk email senders thanks to new standards from Google and Yahoo. They also unpack BIMI, which lets brands display their logo in the inbox (✅ a trust booster) and why subject lines still matter for engagement (❌ avoid “Your Weekly Update” or overusing emojis). The episode wraps with practical advice: don’t rely on AI or guesswork to fix deliverability problems. Instead, work with professionals who can perform audits, diagnose issues, and rebuild your sender reputation 💪. As Matthew says, think of it like digital physiotherapy for your email program—sometimes you just need a wellness checkup to keep everything healthy. 🧠📈

Key Takeaways:

• ✉️ Start with clean, first-party, opt-in data.
• 🔍 Always authenticate your email with SPF, DKIM, and DMARC.
• 📛 BIMI can boost brand trust—but only if your reputation is solid.
• 🤖 Be cautious of AI-generated email summaries—they can mislead recipients.
• 🧪 Test, monitor, and don’t DIY your deliverability when things go sideways.

Final Thoughts:
Email is hard. But it doesn’t have to be impossible. With the right practices and guidance, your emails can reach the inbox and convert. Avoid shortcuts, respect the rules, and if you’re in doubt—get expert help before your emails vanish into the void. ✅

Connect with Matthew on Linkedin

Check out Email Industries here

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