5 Battle-Tested Ways to Protect Your Email Sending Reputation

Last week, I learned an expensive lesson about email marketing that I want to share with you – because it might save you from making the same costly mistake.

The Experiment Gone Wrong?

For months I've been tempted to switch to Kit.com for sending this email to you. I mean, hey, all the cool kids are doing it, so it must be great, right?

Like many creators, I was drawn to Kit's sleek interface and growing popularity. The platform looked perfect, and everyone seemed to be talking about it. So, I decided to make the switch.

Big mistake.

The Shocking Discovery

My open rates plummeted from a healthy 55% to less than 12% overnight. That's not just a dip – it's a crash-and-burn style nosedive that could seriously impact any business relying on email communication.

*Quick Check*: If you didn't receive last week's resource letter, it's probably sitting in your spam folder right now.

The Technical Reality Check

Here's what I learned about switching email platforms (which, shock of shocks, Kit didn't mention):

Think of email reputation like a credit score. When you move to a new country, your excellent credit history doesn't follow you—you're starting from scratch.

The same happens when you switch email platforms.

Three crucial factors determine your email delivery success:

1. Domain Reputation: Your sending history and trustworthiness
2. Authentication Settings: Technical proof that you are who you say you are
3. Sending History: Your track record with email providers

The Solution

After this eye-opening experience, I'm back with KeapCRM, where I've built 18 months of solid sending history and reputation.

Sometimes, the familiar path is the better one.

So, here's what I have for you in this issue:

🛠️Improve your email marketing: 5 battle-tested ways to protect your email sending reputation
🛠️Improve your email open rates: Use the "Subject Line Catnip" prompt to write irresistible subject lines

The new email deliverability rules introduced in early 2024 have make getting your important messages into your subscribers inbox really, really tough.

IMO, the new rules are untenable in many ways.

Nevertheless, here's what you can do to navigate the email obstacle course:

1️⃣ Warm Up Your Domain Properly

➜ Start with small batches
➜ Gradually increase volume weekly
➜ Expected timeline: 4-6 weeks

2️⃣ Perfect Your Technical Setup

➜ Set up SPF records
➜ Configure DKIM authentication
➜ Implement DMARC protocols (Check MXToolbox to know where you stand with this)

✨ Pro tip: Be sure to use a tool like MXToolbox or have a technical expert verify these settings before sending your first campaign.

3️⃣ Maintain a Clean Email List

➜ Remove inactive subscribers every 3 months
➜ Verify email addresses regularly (Average time investment: 2 hours per quarter. Keap has a feature that does this automatically so saves a lot of time.)

4️⃣ Monitor Your Sender Reputation

➜ Check your score monthly on SenderScore.org
➜ Address issues immediately
➜ Set up delivery monitoring alerts

5️⃣ Test Everything

➜ A/B test subject lines (Keap allows for multi-variant testing)
➜ Track optimal sending times
➜ Monitor engagement patterns

The Bottom Line

The sleek, new platform might look tempting, but email deliverability is the foundation of your newsletter's success.

As I learned (again) the hard way, sometimes the "boring" choice is the smart choice.

🚨Action Item

Take 5 minutes right now to check your current email tech setup and sender reputation for free on MXToolbox Knowledge is power!

P.S.: When you're ready, here are more ways I can help you...