I also think, you know, the more like stringent these standards get the kind of more we circle back to the very basic things like I've said this before on linkedin and stuff. But you know, if we lose open tracking, if we lose click tracking, if we lose all of these things, still, the most important thing will be sending email to people who actually want it. So don't guess just just let them choose, let them, you know, initiate that relationship, let them have full control, stop, stop hiding you, unsubscribe link, stop trying to make things more difficult because all those things will only hurt you in the end.

• Allow subscribers to control their email preferences.
• Be transparent and easy to unsubscribe.
• Focus on subscriber needs to build trust.

I definitely think it's great that the mailbox providers are kind of forcing some of these things to happen. You know, authentication makes all of us safer and makes email more enjoyable for everyone, which I think is wonderful, love email.

• Implement authentication protocols like SPF, DKIM, and DMARC.
• Enhances sender reputation and deliverability.
• Helps prevent email fraud and phishing.

People say all the time is I've been doing this for 10 years. I've been doing the exact same thing for 10 years. Never had a problem before until now. And it's like, OK, cool, like the whole landscape has changed. So, so, so incredibly much in the last 10 years, you can't keep doing the same thing and see the continued success that you had previously if you're not changing and adapting.

• The email marketing landscape changes over time.
• Outdated practices can harm deliverability and engagement.
• Stay updated with industry trends to remain effective.

Put some kind of protection on that form whether it's an email validation service or just captcha, just doing something to protect your forms is something that all brands really need to be doing.

• Implement CAPTCHA or validation to prevent bot sign-ups.
• Ensures higher quality email lists.
• Reduces risk of spam traps and deliverability issues.

I feel like there was a very high number of senders saying that they don't conduct any list hygiene. I feel like double opt-in and the sunset policy together would take care of those folks right there.

• Regularly clean your email list to remove inactive addresses.
• Combine with double opt-in and sunset policies for better results.
• Improves deliverability and engagement rates.

I would like to senders put some of that stuff in their confirmation email where it's like, hey, thanks for signing up, click to confirm how often you want to hear from me once a week, once a month, something like that. Just so like one, I think it establishes such good trust from the beginning.

• Offering frequency options builds trust with subscribers.
• Tailors your email strategy to subscriber preferences.
• Reduces unsubscribes and increases engagement.

I think the one that stuck out to me and I'm sure we'll talk about it after being in the email space for 10 plus years. I would have thought we were at the point where people would stop admitting that they're purchasing email addresses but here we are, you know, people are still doing it.

• Purchasing email lists leads to high spam complaints and bounces.
• It damages your sender reputation with mailbox providers.
• Organic list building is more effective and sustainable.

I think one thing that I'm trying to tell customers is put yourself in the shoes of someone who would do anything not to get your emails and think about your sign up process and what would that person do. Because if it's easy for that person to give you bad information, you need to stop whatever that is.

• Design sign-up processes that respect the subscriber's experience.
• Avoid tactics that frustrate or annoy potential subscribers.
• Enhancing user experience leads to better engagement.

I feel like senders also really struggle with saying goodbye to recipients who are purchasing but are not opening emails and I feel like if they're not engaging with emails and they're still purchasing, that's like the best ROI ever stop sending to them. Like they're, they're pure profit. There's no need to keep wasting your time.

• Implementing sunset policies helps you focus on engaged subscribers.
• Reduces the risk of spam complaints and improves sender reputation.
• Optimizes email performance by targeting active users.

I had somebody asked me the other day, oh, this customer wants to know how many subscribers will they lose by doing confirmed opt in. And I said Zero, they're gonna lose zero. You're not losing anybody good who's not confirming that's not gonna happen. And I like to say it's like, you know, complaining about being a bank and saying you started rejecting counterfeit notes and being like, gosh, we have less money. No, you have less counterfeit money.

• Implementing double opt-in ensures your list is filled with genuinely interested subscribers.
• It reduces the likelihood of spam complaints and improves deliverability.
• You won't lose valuable subscribers by adding a confirmation step.