43: There’s a domain reputation behind every email

Most email marketers understand that email domain and IP reputation play a critical role in your ability to land in the inbox. But most email marketers will admit they are easily spooked by all the accompanying fancy authentication acronyms. SPF, DKIM, DMARC, they just mean allowing Gmail and other email clients to verify you as the sender. We’ll break those and many more email deliverability tips right now.More

42: Exit through the promos tab, even as a brand

Most companies should accept that their marketing emails are destined for the promos tab in Gmail. Instead they should focus on standing out from all the other newsletters. –and consider themselves lucky they aren’t in the spam folder. But there is good news. If your business is willing to radically change their HTML heavy templated email strategy in favor of a personal 1-1 text based strategy, brands can find a way into the primary tab.More