Rules to Avoid Spam Filters when Email Marketing

How much time have you spent wondering and trying to figure out WHY your emails are ending up in the SPAM folder?

There’s gotta be a rule book or something that spells out spam rules for email marketing!

Well, my virtual friend, wonder no more.

I’m guiding you through the steps you need to know in order to get your emails OUT of the SPAM folder and INto the inbox.

Your subscribers SUBSCRIBED to your emails for a reason. Make sure they’re getting your offers and juicy content so that they will become your biggest fans.

So where do we start with getting your emails out of the SPAM folder?

The why. It always starts with the why.  So we’ll start at the beginning as we cover rules and email marketing best practices to avoid spam folders.

In spam rules for email marketing, we’ll cover your:

  • Sender Reputation
  • Opt-Ins
  • Hard Bounces
  • Engagement
  • Email Domain
  • Sender IP
  • Inactive Contacts

Check your reputation.

Yes, a SENDER reputation (you must like me for me- take it, T-Swift!). Shocker, I know.

Just to be clear, there are A LOT of factors that go into getting your emails out of the SPAM folder and into the Inbox. Some we have control over, some we do not.

The area we can really key in on is Sender Reputation. We have control over that one. Having a healthy sender reputation opens doors to prospects’ and customers’ inboxes.

Sender Reputation: Everything you do online is tracked (including where you’re sending your emails from i.e. the IP address your emails are coming from).

Like all things in this digital life, the IP address you send your emails from is tracked.

Email clients like gmail, Outlook, Yahoo and their ilk are watching how their users are interacting with your emails. They look at Open rates. They look at SPAM complaints.  They run a spam check and assign an email spam score.

They have algorithms they are constantly adjusting to make sure the emails that end up in the Inbox are what their users want.

What that means for you: Make sure your reputation stays squeaky clean. How?

By default, most Email Service Providers require you to include an unsubscribe link in the footer of your emails.

That’s because:

  1. A) It’s the law.
  2. B) You would rather have someone unsubscribe from your emails rather than mark them as SPAM. Giving them the option to opt out helps your sender reputation.

If people don’t want your emails anymore, don’t make it hard for them to opt-out.

Don’t hide the unsubscribe link buried in a bunch of disclaimer text.

If they can’t easily figure out how to stop receiving emails from you, their other option is to mark you as SPAM.

Which would you prefer? An unsubscribe or a ding to your sender reputation?


So how do you protect your reputation? Let’s start with how to avoid hurting it. Yes, you want people to SAY they WANT your emails.

ALWAYS have an Unsubscribe Link and don’t make it hard to find.  And check your email for spam score.


Avoid Getting Marked as SPAM with Contact Opt-In

The next rule for email marketing best practices to avoid spam?

Have your contacts opt-in- This term refers to permission-based marketing.

Otherwise known as: did your email subscriber ASK to receive the promotional emails you are sending to them?

And not like a winky, “Hey we met at a thing” or “I bought something from you” or “I listed my email address on my LinkedIn profile” so that means “I want to receive every sales, promotional, newsletter, update, puppy video, Happy Pie Day email from you.”

Opting-In means explicit consent. (Because we all know consent is sexy).

It means that someone checked a box or filled out a form that says something to the effect of “Yes, please send more promotional information about your brand.”

Why does this matter?

Because if people didn’t explicitly SAY they want to receive promotional emails from you, then why would they want to GET promotional emails from you?

How many times have you gotten a promotional/sales email from someone who you didn’t give permission to send you those types of emails?

What was your reaction? Delight? Joy? Relief?

I’m gonna guess… no.

It was probably more like, “What the??”

If there was an unsubscribe at the bottom of that email, you probably hit it. If not, you probably hit the SPAM button.

How spot-on am I here? Are you getting spooked out? I thought so.

If people aren’t expecting an email from you, and they didn’t give you permission to email you, then what are they going to do?

Mark you as SPAM.

Again, that is tracked back to your IP and therefore, sender reputation. Your sender email spam score takes a hit when you get marked as SPAM. 

The bottom line here: Send emails to people who actually let you know they WANT them.

Check your Hard Bounces

Very technical, no?

This must be some new dance craze on TikTok that I’m not familiar with.

What is a hard bounce anyway? It’s when an email address cannot be delivered to.

So the email address either doesn’t exist or deliveries to that email address are being blocked for some reason.

Why does your sender reputation get dinged for hard bounces?

A lot of hard bounces within a short period of time indicates that those email addresses have been scraped from somewhere.

I mean if you think about it, if you are sending campaigns regularly to your list, you’ll get a few hard bounces here and there as people change their email addresses. That’s naturally going to happen.

Getting a significant number of hard bounces means you either have fake email addresses in your system or outdated email addresses. Either way, there’s something fishy going on with your email list and that’s tracked your IP.

Check your bounce rates, and clean them up so you can avoid spam filters in your email marketing


Check your engagement

If you have a VERY low open rate (like under 5%), you’re going to raise some red flags with your IP.

Again, this tells email clients that people are not interested in your email campaigns which can suggest that you aren’t using healthy opt-in practices.

And what happens when people don’t opt-in?

You guessed it!

So another reminder to check your engagement and check your email spam score.

Sending From Your Own Domain

If you are using an Email Service Provider (i.e. Mailchimp), you are typically defaulted to having your emails sent through their shared server.

This means you are sharing an IP address with other companies and organizations who are also using that Email Service Provider.

If that’s the case, you don’t know what practices those other accounts are using to send emails. They may be sending emails to people who didn’t ask to receive them. If that’s the case, then they might not be utilizing their own email marketing best practices to avoid spam and getting sent STRAIGHT to SPAM.

Not a good look.

That’s why you’ll want to send from your own domain.

You can create a sub-account (example:, and then authenticate it with your Email Service Provider.

Each Email Service Provider has its own steps to take to do this. If you’re not sure what to do just Google “Domain authentication <insert ESP name here> “

You should be able to find the documentation.

If this is WAY above your head, talk to your web developer. They’ll know what to do.

Sending your emails from an email address with your domain helps with authority building and makes your emails look a little safer.

Keep Your IP Warm


An often overlooked-but-easy to implement email marketing best practice to avoid spam?

Email often and consistently.

Since part of your sender reputation is based off of your level of engagement that your contacts take with your brand, then sending regularly is a must.

You have to GIVE your subscribers a chance to interact with you.

That means sending an email at least once per month, ideally once per week. But hey, we all have to start somewhere.

If you don’t have a dedicated email content calendar, now’s the time to create one.

Email often and regularly.


Clean Your List out of Inactive Contacts


How many of your contacts haven’t opened any emails since they joined your list?

How many of your contacts haven’t opened any emails in over a year?

Not sure? Now’s the time to check it out.

If a chunk of your contact list isn’t opening your emails, then they’re dragging your engagement rate down.

I KNOW it’s hard letting go of those hard won subscribers, but it’s for the greater good.

Do it for the people who REALLY want to see your emails but aren’t getting them because they are getting lost in the SPAM folder.

Clean up your list and clean up your email spam score.


There you have it. MORE than enough email marketing best practice to avoid spam tips to get you going rescuing your emails from SPAM.

Now just to be clear, an AMAZING email deliverability rate is 99%. That’s what top brands who have the resources to dedicate to this have.

That means that at least 1% of their emails are going to SPAM, so there’s always going to be that chance.

BUT staying on top of these practices will keep your list humming along and helping you reach your goals.

Need Some Help With Getting Contacts to Opt-In?

Check out the FREE GUIDE: Supercharge Your Lead Magnet

“Best” Practices For Using Images in Email

“Best” Practices For Using Images in Email

When you're not sure how to fully leverage images in your email campaigns, you can get stuck scratching your head longer than it takes to design the entire email.
I get it. The back end email world can get complicated quickly, and you want to make sure your emails are not only eye-catching, but readable.
I hesitate to use the term “best practices” because every audience and technology differs. Instead, I put together the top lessons learned over my career for you to keep in mind.

1. Sizing

Most Email Service Providers (i.e. Mailchimp) have a set width they constrain the entire body of your email to.
That sizing can vary between 600 and 700px. Check your email service provider to see what their default is.
If in doubt, design all of your images 700px wide. Your Email Service Provide will auto-adjust.

2. Mobile Responsiveness.

We know that over half of emails are read on mobile devices.
When you're thinking about inserting imagines into your email campaigns, always think about how it will look on mobile.
That might mean making your emails longer so that they render better on a portrait sized screen.

3. Text On Images

a) Accessibility
When you're thinking about putting text on images, you can't forget about how to keep your overall digital marketing strategy accessible.
People who rely on text-to-speech readers on their computers and mobile devices rely on there actually being text that their technology can read to them.
They can't read the text that is embedded in your image.
That's why it's imperative to include “alt-text” on each image. This option is available in every Email Service Provider.
There will be a box in your image settings that is called “alt text” that lets you type out the text on the image.
b) Mobile Responsive
If you put tiny text in an image that is designed for desktop, and shrink it down to mobile, you'll want to check out how it reads on mobile.
I see this all too often. Text placed on an image that looks okay on desktop, but is barely legible on mobile.
Make sure your font sizes are at least 28px if you plan on doing this.
c) Disabled Images
 Some email clients like Outlook and gmail will auto-disable images from unknown senders.
That means if ALL of your content is in images, these subscribers will have to go the extra step of enabling images in order to see your content.
We know as marketers, that every additional step we ask a user to take, is a place we could potentially lose them.
Having alt-text will help this OR limiting your use of images with text placed on them.
Here's what an email looks like if it's all image with text on it and it has not been optimized for mobile or alt-text

4. Image-to-Text-Ratio

So maybe having your entire email ALL images isn't the greatest strategy for some. If you keep all of the above in mind, you can probably get away with it.

I've heard that having an all image email can get your email marked as SPAM. I have not seen that to be true.

Some recommend to keep your images to 20% of the entire email campaign because of this.

My recommendation is to sprinkle images throughout your campaign. If you're strapped for resources, include a nice header image with the title of your content and then place everything else as text and buttons in the email.

Plus, if your email is mostly text, it is much easier to make sure it is mobile responsive across devices, browsers and email clients.

Wrapping up, here's what you need to remember about including images in your campaigns.
  1. Visual appeal of an email is important, but don't let beautiful design trump usability.
  2. If you're using a lot of images, make sure they are mobile responsive and have alt-text.
  3. Break up your images and include text with them to make sure they are legible across devices.

Love This Journey Podcast: episode 1 – Emily McGuire


A little bit business journey. A little bit personal journey. A lot of bit awkward.



[00:00:06] spk_1: Welcome to love this journey, the podcast. That's a little bit business, a little bit personal journey and a lot of bit awkward mess. This is a podcast where we talk about journeys through business and personal successes and failures, what we learned along the way and how we didn't lose our ship or did we? I'm Emily Maguire. I'm the owner of flourishing grit and email marketing and automation studio where we focus a lot on customer journey. So this is the perfect podcast to talk about all kinds of journeys. I'm so excited to have you here and with me, I have my copilot, Shelly Costello, she's the marketing coordinator here and Shelly introduced her, say hi, say hi to everybody for us.

[00:00:55] spk_0: Hello?

[00:00:56] spk_1: Hello. All right. So today this is our very first podcast. I'm so excited. We put on makeup, we washed our hair even though if somebody's listening to the podcast they're not going to see the beautiful makeup job we've

[00:01:13] spk_0: done, that. I didn't vocal warm ups before this.

[00:01:16] spk_1: Oh perfect. Was it just a lot of red leather, yellow leather. Mm Yeah, So Shelly works in a unique community. Shelly works with me, she's my marketing coordinator and today to kick off this podcast, she's going to be interviewing me first because I get to go first because I'm the person who gets to decide things and then the next episode, I'm going to interview Shelley because she's got a fascinating story. So you do, you've got a great story. So Shelly tell me what's what's been up this week for you.

[00:01:56] spk_0: Oh my gosh, let's see. I had a stuffy nose this week that's been no fun. And there was a bird in the house this morning because I live in a I got a bird. What else? What happened this week?

[00:02:10] spk_1: Oh my God. Just everything. It's just been a week, you know? All right, so it's been a real journey. Do you like how I live to

[00:02:18] spk_0: that? All

[00:02:21] spk_1: right, so we are gonna, so quickly I'm just going to give everybody my quick bio and Shelly, so you get to know us a little bit more. So I I'm the owner of flourishing grit. Uh and I have built this business based on lessons that I've learned over a decade and tuck, sending literally thousands of email campaigns, testing everything under the sun and earning clients millions of dollars in campaign revenue. I love sharing the mistakes that I've made. So others don't have to make them. And I'm really cool because I am a mom, so is Shelly and I love trashy tv f boy island, um reading and um and chasing my kid. Um Shelly, Shelly's worked in hospitality for a theater programming and project management for a long as time and now she's using the skills in the marketing world with me here is truly she's from California, but she's my neighbor in michigan. I mean basically neighbors, right?

[00:03:30] spk_0: Yeah, like across one Main Street.

[00:03:32] spk_1: Yeah, we're very close. Um She's also a mom to a four year old like me and uh, chasing her kids as a daily workout and loves a good box at Costco line because he doesn't,

[00:03:47] spk_0: who doesn't,

[00:03:47] spk_1: who doesn't owe you

[00:03:50] spk_0: don't, I don't want to be friends with you.

[00:03:52] spk_1: What? All right. I'm going to turn it over to Shelly so she can ask me all the questions so I can keep talking about myself, right?

[00:04:00] spk_0: Yeah.

[00:04:03] spk_1: People want to listen to,

[00:04:05] spk_0: well, I'm so excited. Okay. I'm only, here we go. Question number one. Um, where did your journey with this start?

[00:04:14] spk_1: Oh, so email marketing journey. I love to tell people how I got into email because I was working at a job right out of grad school. And they heard me to do social media, uh, and all their digital marketing stuff. And they were like, you do internet, you can do email too, right? I do internet. And so it's all the same thing. Right? Right. Yeah.

[00:04:37] spk_0: Yeah.

[00:04:38] spk_1: So I was like, you know, I was like, yeah, sure. I'll try it. You know, it sounds interesting and learned that I loved it way more than social media management. Um, so then I got a job only doing email marketing for a really large e commerce company sold adult toys. So it was, yeah, I know, fancy fancy, right? I'm so cool. So cool. Uh, so I learned how to, I really, uh, mastered email marketing through selling adult toys. So, which is fun. I mean obviously, but you learn a lot of lessons because it's a really tricky thing. Like there's a lot of compliance issues and um, you know, ad blocking things and you just have to, there's so much to take into account. That's not the only industry where you have to do that. So, um, learn to email, working with them and then had a baby, don't know, you're just not a dread and everything changes, right? So, uh, my husband, I moved back to michigan so we could be in your family and I was looking for jobs and they were all like an hour plus commute, no, thank you, right? Or they wanted you to do everything under the sun with little pay and I was like, no. So I was like, you know what? I create my own job and that was one of the most genius slash naive things I've ever done because I feel like what

[00:06:10] spk_0: I say, I feel like that's like most big ideas, right? As you're like the best idea I've ever had or the fucking worth the I, I,

[00:06:17] spk_1: I don't care. Well, some people might, I guess, huh? Sorry, potty mouth over here is, sorry, whoever just heard that word in their ear holes, I don't know. Um But yeah, so yeah, I feel like it's like, uh, the entrepreneurial journey is so similar to the parenting journey because it's like, you don't, you think, you know what you're getting into and then you get into it and then you're like holy crap, what have I done, this is so much more work than I think I wanted to admit to myself and then you know, high highs and low lows just like parenting where you're like this is the best thing ever or why do I, why did I do this to myself, I hate myself. So you know, it's really been and it's also one of the most challenging, mentally, emotionally challenging things where you have to get that stuff down or else everyone else suffers. Like again I'm talking about parenting and entrepreneurship at the same time, right? Like when your mom, you've got to really dig into your crap because you know you can't help but think about your past and what you want to repeat and not repeat and then um and then in your entrepreneurial journey it's like why do I keep repeating stuff that I don't like and that's like, oh right, there's mental stuff there, so, so that's been a journey so far, obviously it's not complete but been three years in the business over three years and holy holy cannoli um it's an only learned a lot, Did I answer your question, Yeah,

[00:08:08] spk_0: you certainly did you, where you started, that was the journey, but you did mention something about all the lessons that you had learned and that's the next question um what has been the biggest lesson you learned along the way

[00:08:20] spk_1: um as much as I hate to admit this, like uh mindset and mental health are so crucial to everything. Um Because if you can't think straight, how are you going to strategize straight? How are you going to listen to your clients and deliver what you said, you were going to deliver? Um And so half of it is you know like I need mental breaks, which is hard to do um for me and the other half is um you know, letting go of the perfectionist bug um something I tell my clients a lot because I need to tell myself this is you know, something is better than nothing, particularly people who are just starting out on their email journey. Um You know like if you keep focusing on perfect, it's never going to be done and you'll never get it

[00:09:16] spk_0: out, it's never gonna be perfect.

[00:09:19] spk_1: Yeah and it's so hard because like this is how I earn my living is like what I can produce and I yeah you've got to let it go, so we're gonna be perfect and there are things that I'm not going to see that other people are going to see um that they might not consider perfect, right? Um So I think that's like the biggest lesson and the other one is that just like people who like to give out general Izabal advice about email marketing or just anything in general, it's usually b s because you can't generalize things, you cannot, what works

[00:10:00] spk_0: for them and their story is like unique.

[00:10:02] spk_1: Exactly yeah. Everything depends on the resources you have, right? Um, the access to resources, you have, the buying you have. Um, and who you're, who you're community is. Uh, every, every person and every business is different.

[00:10:22] spk_0: That's a very, very, very good point to make. Sometimes people think I'll just make a blanket for everybody and it will all be the same. But you're right. Everything is is unique and different and you need to take into account all the, all the stories.

[00:10:35] spk_1: Mm hmm. For

[00:10:36] spk_0: sure. Okay, so next question. Um, what advice would you give others on a similar journey? Your entrepreneurial

[00:10:44] spk_1: journey? Yeah, I mean same advice entrepreneurial or you know, if you're a marketer who is trying to get buy in for doing things differently or doing something new, it's being able to articulate your value and you know, it's so hard to see your stuff from the outside in because you're so in it, you know, whatever that saying is about can't see the water if you're swimming in it. Um it's very similar. So being able to step back and think about what do people want, what are they looking for? What are their goals and how do I position myself as somebody can help achieve those goals or solve pain points, right? Um, that's something I wish I would have known when I worked in the corporate world.

[00:11:40] spk_0: Um,

[00:11:41] spk_1: was like knowing what the goals were, what the pain points were um, in the organization and how what I was doing could help with those things and I would say that is the biggest thing I've learned as an entrepreneur and an email record or like you have to always be telling people why they should care about what it is you have to say and it's hard, but once you are able to flip that switch, it gets really easy.

[00:12:14] spk_0: Good good point is something that you like have in your back pocket that you, you say, you know, and you're being like, this is why I am gonna work for you. I'm gonna do this that you think to yourself when you're doing it. Like how do you help not convince people that show people you can convey.

[00:12:34] spk_1: Yeah, well, and get buying right. Like everybody needs to know what's in it for them. Like we are selfish creatures. Um, so we have to spell that out for people who can't just expect them to get it.

[00:12:48] spk_0: That's true, that's true. Okay, so how do you get your message out? Which family do you use to communicate?

[00:12:55] spk_1: Yeah. So, um, they let me in on linkedin. So yeah, they gave me a free account. Yeah, I know I'm very special. Um, so, you know, I'm a digital marketer. So I use digital media and you know, as I've, you know, expanding on my personal brand and gotten to play more. Um I've really started to enjoy it. I used to hate social media, but like when you feel confident in the messages sharing, um again, it gets to be way easier. So linkedin primarily. Um I do run some google ads, but I don't know, I feel weird giving add money to facebook and google. Um, so evaluate, reevaluating that one. And then of course email, like what kind of email market or would I be if I weren't, how dare you? Don't you say that to me, you're out, get out of here. Um Yeah, like what kind of email market or would I be if I didn't have an email list or wasn't emailing people? And what's funny is I spoke at a conference a few weeks ago and um at the end I was like, okay, here's a freebie if you want it and you're going to join my email list. And I got like people who were like, oh yeah, you know, just like laughing at, it's like, well what kind of what kind of entrepreneur email record or would I be if I weren't asking people to join my list? Like what do you expect? Yeah, exactly. Like having a

[00:14:28] spk_0: restaurant and like not inviting

[00:14:30] spk_1: people to your restaurant. Exactly, exactly. But yeah, you gotta get your message out and you've got to find the ways that fit for you.

[00:14:36] spk_0: Um what have you learned about your communicating investing,

[00:14:39] spk_1: I've learned, the more vulnerable or whatever is comfortably vulnerable, right? Because over sharing is a thing. Uh but the more I try to connect with people on a human level, not just a, you know, sales level, which, you know, I have to do because I'm an entrepreneur. Um you know, I got bills to pay. We all do. Uh but the more I try to connect with people on the, on a human level, the more response I get, the more people get excited. So it's um, I would say like that has been the most shocking thing, like people like humans.

[00:15:21] spk_0: Yeah, I would just say, well, you know, it's like, um, when you have that friend who you either call and you're like, I'll use the parenthood thing as an example, like, oh my son's crazy. He kicks and screams and the other parent is just like, oh man. And they don't share their struggles. You know, you're like, I want to know you're struggling to like, I want to know that people out there are human and they have stories and they have things that make them happy and things that make them sad. You know, you don't just want to be that like email robot,

[00:15:53] spk_1: right? Exactly. Yeah. Where y'all I mean because people can sniff out that inauthenticity and you essentially greed too, if all you're saying is give me money.

[00:16:04] spk_0: Yeah, yeah, absolutely. Um Okay, so what has inspired you lately? Do you have any books podcasts, Thought leaders, anything that's really inspired

[00:16:16] spk_1: you? Um Well I love Renee Brown and everything she does. Uh I used

[00:16:21] spk_0: to think the laugh is great too, but

[00:16:23] spk_1: I know right? It's so good. I love her podcast. I love her books. Um and well I mean she's really taught me that we are more emotional creatures than we would like to admit and it's like, oh you're right, we make so many decisions based on a feeling. Um not rational thought. That's not how we work. So bananas to me. Um Yeah, burn a brown. You know, I listened to untamed by Glennon Doyle a month or so ago like that uh that gave me life and then I'm also reading right now a book called emotional currency. It's called The Women's Guide to um finances or something like that. But it's really about the emotional aspect of money and again, like the more I explore this, like it's emotions thing like you weird, the more like you start realizing how many decisions you do make based on like old stories and how you're feeling. So um that one has been

[00:17:30] spk_0: really read that I feel like in my head, I'm already thinking about the emotional connection that I have

[00:17:37] spk_1: with you or what you

[00:17:39] spk_0: remind me. I still owe you the lunch from the weekend

[00:17:43] spk_1: Chicago. Oh that's right. Yes. Do you like us to do anyway?

[00:17:50] spk_0: Um um Okay, so this is a part of the podcast where we do rapid fire, so be prepared, I'm gonna ask you a question and then you answer it without too much thinking, you know, it's like entering my third and you just answer the question, number one, your go to karaoke song.

[00:18:05] spk_1: Um, um, don't stop believing by journey.

[00:18:09] spk_0: Okay, number two, what are you binging right now?

[00:18:13] spk_1: Binging? Um, a great Canadian baking show. Yeah, we have um, the Xfinity app or whatever like that. We live close enough to the Canadian border that we get cbc and so yeah, it's on cbc. So we recorded it and I've been no dan levy this season. Yeah. If we want to talk about full circle um, references love this journey is from Ships Creek. I love this journey you're on And Dan Levy was the one of the co host for two seasons.

[00:18:52] spk_0: Okay, I do need to watch that. Okay with you win the lottery. What is the most frivolous thing that you purchased?

[00:18:58] spk_1: Um, I want like a classic muscle car. Yeah. Um, just something totally frivolous. Like a classic Ford Mustang. I keep saying 1969. It seems like here. Yeah, it would be a good year to have a car, but I don't know enough about these cars to be like, Oh, you're in 1967. Yeah,

[00:19:20] spk_0: there's a Kathy

[00:19:21] spk_1: under the hood, right with this trim. I just know I'm yeah, and much more. Um, so what I'm trying to go shallow.

[00:19:30] spk_0: Okay number four you're on a desert island. What are the three things that you bring?

[00:19:38] spk_1: Um We'll definitely a book about number one. Uh You have to choose the book now. I'm gonna choose a book. Um Maybe a second book. Two books and a Swiss army knife. You're

[00:19:55] spk_0: being too practical.

[00:19:56] spk_1: You know? Is that practical?

[00:19:58] spk_0: It's unlimited supply of beef jerky.

[00:20:02] spk_1: Oh I do like that idea.

[00:20:03] spk_0: I don't need beef but you know just like yeah.

[00:20:07] spk_1: All right. I love it. That is

[00:20:08] spk_0: to practice and you're

[00:20:10] spk_1: gonna do right? Um So definitely I mean definitely two books if I'm streaming on doors under and you gotta rotate right, you gotta rotate and they don't need to be charged. No that's true. Yeah. And a pillow. Oh

[00:20:30] spk_0: That's a really good one.

[00:20:32] spk_1: I mean read and sleep, read and sleep. Yeah.

[00:20:35] spk_0: Yeah. Well it sounds like you're gonna have a really great time on the center Island.

[00:20:39] spk_1: Yeah, Asleep in one or eating?

[00:20:42] spk_0: Yeah. Okay. Last question. You can only eat one food again for the rest of your life. What is it?

[00:20:50] spk_1: Tacos? Is that what you're gonna say?

[00:20:52] spk_0: No. I said it's a tough one. I can't

[00:20:55] spk_1: tacos or mac and cheese or bride race. I'm gonna say fried rice. I love fried rice. Yeah. All day every day.

[00:21:07] spk_0: That's a good one. It's the ice cream or fried rice for me like I love ice cream. You know looks like if I didn't in Britain, it was like no calorie ice cream. Like imaginary world.

[00:21:20] spk_1: Yeah. Well you gotta save these for your interview. Like don't get too in the weeds about it. Okay. Okay.

[00:21:28] spk_0: Well that is all of the questions that we have for you today, Miss Emily. You wanna close this up?

[00:21:36] spk_1: Yes. Thank you so much for joining us. Um I would like to thank myself for being our first guest. You can find both. Shelley and I on our website for script dot com connect with me on linkedin. If you were a linked in person, I share email stuff all the time. Um and feel free to like rate and review this podcast wherever you found it and goodbye. Mm

[00:22:08] spk_0: bye.


As a marketer, you're a leader. You are LEADING and GUIDING your subscribers to convert.

If it's not clear what's in it for your subscriber, they'll stop reading. They'll ignore your emails. They'll eventually unsubscribe.

Let's walk through a real-life example.

I received this email from a tech company about a new product partnership they were launching.



Here's where it misses the mark:

  • The value is buried. What's in it for the subscriber? The lead sentence starts with “Today I want to share the story of Ryan…” The headline needs to make it clear what the reader is going to GET from the email, not what the author wants to do.
  • The action is buried. Take a look at the email again. What does the sender want you to do in the email? Somewhere there's a hyperlink to learn more about Ryan's story. Somewhere there's a hyperlink that invites you to “get your own mobile app.” How long did it take for you to find that information? The reader should be able to skim the email and know what you want them to do almost immediately.
  • The offer is buried.  The ultimate goal of this email is clearly to sign up for the mobile app. But it takes a close read to get that information. Plus, they offer a 21 day risk-free trial. That is offered as an after-thought instead of made clearly.


I couldn't help myself, so I redesigned their email.
See a redesigned email user experience:

What's Improved:

  • The value is in the headline. Readers need to know what's in it for them immediately. Why should they care? Why should they read on? Reaching learners everywhere is definitely a benefit. Lead with that!
  • The text layout is easier to read. Breaking up sections of text makes it seem easier to read. It's not a big blob of copy that feels overwhelming to read. Who's got that kind of time???
  • Devoted space for the offer.  Instead of the offer being buried amidst text, this email has a specific call out for it. When someone scrolls the email, they'll immediately notice the change in the section and stop scrolling to learn more.


Now, how can YOU improve your email user experience?

RECYCLE EMAIL CAMPAIGN – your time saving secret weapon

The only people who read and remember every word of your email campaigns are your mom and grandpa.

That's why the most underrated emailmarketing strategy is to REPEAT YOUR EMAILS.


Let's say you have a 25% open rate on your emails. (A decent open rate).

That means 75% of your audience didn't even open your email to read it.

Of the 25% who DID open your email, not everyone read the ENTIRE email.

And EVEN IF THEY DID READ your email, did they RETAIN the information?

I'm gonna take a guess here and say NOPE.

RECYCLE your content and your email campaigns.

Not only does it lighten your workload, but it can take multiple times to see something before your audience ABSORBS the information and then takes ACTION.

What does that look like?

Repeat your offers in every single email you send. Don't expect everyone to remember what you sell.

Repeat your CONTENT a few times a year. Yes, that can mean sending out THE SAME EXACT EMAIL every few months. (Freshen up the subject line and no one will know the difference).

Stop re-inventing the wheel every time you send out an email campaign. Give yourself a break and recycle an old email.

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