Avoiding the Junk Folder with Jon Marburger and Tara Natanson
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In Episode 37 of the Be a Marketer podcast, Dave Charest speaks with Jon Marburger, Director of Email Deliverability, and Tara Natanson, Manager of Deliverability and ISP Relations at Constant Contact. They discuss the technical and strategic elements that ensure emails reach recipients’ inboxes, a process known as email deliverability.
Jon and Tara break down how factors like authentication, content, and email frequency impact deliverability, explaining how Constant Contact maintains a 97% inbox placement rate. They also highlight common pitfalls such as sending single-image emails, which can trigger spam filters. Additionally, the episode explores the importance of staying up-to-date with industry changes, such as Yahoo and Google requiring authentication in the near future to avoid having emails sent to the junk folder.
Key takeaways from the episode:
- Authentication is critical: Ensure your emails are authenticated to avoid being blocked by major email providers like Google and Yahoo.
- Avoid image-only emails: Using just a single image in an email can hurt deliverability by triggering spam filters.
- Frequency and consent matter: Sending emails too frequently or without clear consent can negatively impact deliverability.
This episode is a must-listen for marketers looking to improve their email campaigns and ensure their messages reach the inbox, not the junk folder.