When people do things like purchasing or scraping lists to reach short-term goals, or doubling their sending frequency overnight to hit that sales target, it leads to problems ranging from high bounces and spam complaints, to spam trap hits, blocklistings, and more. Let's talk about why email shortcuts don't work, plus what does!

The #1 thing I hear from marketers seeking help with email performance issues is, “our open rates have gone down and we’re not reaching [insert any email goal or KPI here], but our deliverability rate is still really good.”

Unfortunately, the situation isn’t quite that simple. Let’s talk about why.

Most of the chatter on email deliverability is about how to solve issues, not prevent them. The problem? Deliverability issues are much costlier to clean up than people realize. Let’s talk about it.

Let’s have some fun with email sender reputation by pretending we're in a totally rad band together and the way we collect and manage our email lists, how recipients react to our content, and whether we’re properly authenticated is gonna make or break our chances at hitting it big.