Crash Course
Deliverability Fundamentals…From Someone Who's Actually Talked to Mailbox Providers
A 90-minute crash course for marketers, ESP teams, and consultants who want to understand how inbox placement actually works… and why it often doesn’t behave the way you expect.
If your data has ever made you question reality, you’re not wrong.
When: Thursday, May 14, 11am-12:30pm EDT
Where: Online via Zoom (limited seats)
Length: 90 minutes (with short breaks)
Investment: $199
Newsletter subscribers save $15 — discount applied at checkout
You'll also find me speaking at events like the upcoming Festival of Email in Barcelona and a CSA webinar alongside Spamhaus (both in April)… this session pulls together the same concepts in a more structured, practical format.
Most deliverability advice sounds right… until you try to use it.
There’s no shortage of “deliverability experts” telling you:
“Fix your SPF/DKIM/DMARC”
“Keep complaints below X%”
“Avoid spam words”
The problem is… none of that explains:
why performance drops when nothing changed
why your data doesn’t tell a clear story
or why everything looks fine… but results don’t
Deliverability isn’t just technical… it’s behavioral. And that’s where most advice falls apart. Because it’s optimized for social media engagement, not accuracy.
The problem isn’t that you’re missing a tactic… you’re struggling because the signals don’t agree. And most advice ignores how messy this actually is.
This session is the opposite.
This is a fundamentals course… but not a surface-level one.
This session gives you a clear mental model of how deliverability actually works… and how to make decisions when the signals aren’t clean or obvious.
No hacks. No shortcuts. No guarantees.
Just a practical breakdown of what’s actually happening… and how to make sense of it when the signals don’t agree.
This isn’t a recorded course or a generic “masterclass.”
It's a live, structured session — with real examples, real Q&A, and a real person who will still be reachable after you leave.
If you’re responsible for email performance, you’re already making decisions that impact revenue, customer experience, and sender reputation.
And if you've sat through a webinar and left with more questions than answers, or if you’ve ever made a deliverability decision based on incomplete data… this will likely pay for itself quickly.
Because this session is designed to help you make those decisions with more clarity… and fewer assumptions.
These folks know how to Send It Right…you be next.
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"Need to learn about deliverability? Hate being bored? Lauren is the perfect guide! Even after several years in deliverability consulting myself, I learn something new from her every time we interact!"
ALISON GOOTEE
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"Lauren's an industry leader and her content is invaluable. Having been in the email deliverability space for a while, I am always learning and gaining new deliverability insight from her that helps me in my job. Getting this content delivered to my inbox will make me a smarter deliverability expert."
PETER ANSBACHER
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“I've worked in email for a few years but it was always as an employee so when I started my own business and it turned out most clients wanted help *with* email, Lauren's posts have felt like having a colleague!”
LIZ MAGUIRE
What we’ll cover
What deliverability actually is (and isn’t)
Delivery vs inbox placement
How mailbox providers define spam
Why “delivered” doesn’t mean “seen”
The core drivers of inbox placement
Authentication, infrastructure, reputation, list quality, and content
How these work together… and where things break
Authentication (what it actually does)
SPF, DKIM, and DMARC… explained simply
What each one protects against
Why authentication is required… but not enough
List quality and data management
Why permission matters more than growth speed
Single vs confirmed opt-in
List hygiene and inactive users
Reputation and recipient behavior
How mailbox providers evaluate senders
What positive vs negative engagement actually looks like
Why ignoring emails still hurts you
Content (what matters… and what doesn’t)
Why “spam words” aren’t the problem
What actually influences filtering
How expectations and frequency drive outcomes
Metrics and signals (where most people get it wrong)
What you can measure vs what mailbox providers see
Why opens and clicks are incomplete
How to interpret conflicting signals without jumping to the wrong conclusion
Common causes of deliverability issues
Why people mark emails as spam
Overlapping campaigns and audience fatigue
Misaligned expectations
What actually improves deliverability
Sending to people who want your mail
Aligning email with business goals
Building for long-term performance
No hacks to game the inbox. No loopholes for bypassing filters.
No playbooks for sending to people who didn’t ask for it.
If that’s what you’re looking for… this isn’t it. And it’s probably a big part of why you’re having a problem reaching the inbox.
Who this is for
You're a consultant or freelancer and a client just asked why their performance dropped — and your usual checklist didn't have an answer.
You're building an email practice and want to show up with real explanations, not just recommendations you can't fully defend.
You run a newsletter and you're not sure whether your open rates reflect actual inbox placement, or just what your ESP is reporting.
You're responsible for email performance at an organization and someone above you is asking questions you don't have clean answers to.
You've been doing email for years and realize you've been executing it without fully understanding it.
This is NOT for people looking for shortcuts, inbox hacks, or cold email playbooks. If that's what you're after, this genuinely isn't it, and we'd both be wasting our time.
About Lauren Meyer
Lauren has spent nearly two decades working across the email ecosystem — inside multiple ESPs, alongside mailbox providers, and as an active member of the anti-abuse community through organizations like M3AAWG.
She's spoken at conferences for marketers and ESP practitioners, contributed to industry initiatives including the Only Influencers Metrics Project, and is a strategic partner of emailexpert — the team behind the Deliverability Summit and Sender Symposium.
Later this month she's presenting at a CSA webinar alongside Spamhaus on why legitimate senders get blocklisted.
This course is built from that access. Not from reading the same blog posts everyone else reads.
Still on the fence? Fair enough.
Hubspot named Send It Right one of their favorite marketing newsletters in 2025 (and 2024).
Grab your seat already!
If you're making decisions about email performance — for your clients, your business, or your organization — you deserve a foundation that holds up when things get complicated.
That's what this is.
Newsletter subscribers save $15 — discount applied at checkout