Today, we're going to look at how to inbox. That's right. Today's conversation is, let's say, aptly named mastering deliverability, but in part one of this two-part conversation, we're going to focus exclusively on the technical setup. Things you have to, let's say, put together your tech stack, if you will, forgetting 60-plus percent open rates, is that the green pasture where we're going? Yeah, I love it. This is definitely my field. Like, obviously, I sleep, dream, all technical, like for me, this is what I'm thinking all the time. And that's true, but it's worth stating that we've actually recorded this episode before, and we trashed it because it's probably, hold on, for the first time, is it true that the first time in six years? Yeah, yeah, something like that. I don't think we've, we basically had a micro argument on a live episode. We're like, what, so we trashed it and then we decided later, what, what the hell was going on. What was going on? And I think, Jeremy and I, we usually are, you know, one mind to people. But on this conversation, I was taking an approach of, oh, you need to approach this with strategy. And Jeremy had a, OK, there's technical things you need to deliver. Those are both true. And we decided those are two targets episodes. That's right. So rather than arguing about, hey, it should be, you know, but it doesn't matter. You know, we are going to just basically split it into two. And today it's my day. We're going to talk about technical. I do expect you, Jack, to come up with some technical stuff, which is obviously you know, come on, I'm no, I'm no slouch over here. That's true, that's true, 100%. All right. So let's just, let's just ping pong. You know, what do you got on your list? What should a listener really pay attention to, you know, to make sure they inbox in this, in this year, in 20. All right. Well, we're talking technical inboxing, what should a listener pay attention to? If you're not already using quickmail.com, use it. If you don't want to do cold outreach yourself, salesbread.com. Bring your lead today. Sounds good. All right, Jeremy, first things first, even though it is mid 2024, I believe that the basics still need to be paid close attention to. I'm talking about setting up SPF, setting up DKEM, and maybe Demark, if you want to gold star overachiever, right? Yeah, 100%. On top of that, I will, I will also say, whenever you're having custom domain tracking, it's mandatory now to do SSL. You have to have all your links as SSL, which means like HTTPS, something. So if you have your custom domain tracking and it doesn't do that, you're going to, you're going to have a lot of problems and, and actually, you should even go to the point of having, I know I'm sorry, it's very technical, but you, you're going to, you know, you're going to do it. This is your day. This is your day, Jeremy. Go crazy. We're all, we're all excited. You need to have, you, you need to, you need to have SSL, especially if you want to have unsubscribe in a header. Now, what is unsubscribe in a header? It's a little bit of technical thing that is done by your software so that when someone receive an email in their Gmail client or whatever, there is a small like option to unsubscribe on the email, you know, on the header, you get like the ability to click next to the title, I think it is, or, or the, or the recipient. And that way, if you don't have SSL, it won't display it, and then you will be really penalized. So it started in February this year. And we needed time or I know this is your day, but let's, let's not go crazy here. Can I put 20 minutes? No. Okay. Good. All right. So SSN on customer. We're right here talking about links. Again, even in this modern age, yes, you can get away with a lot of links. And still have good deliverability. But I'm going to make a shout out to my cold email newbies. If you're not super familiar with deliverability, do yourself a favor? Limit links to one. And ideally, it's a whitelisted link like a YouTube or a LinkedIn that's going to have absolutely no impact on your deliverability. Yeah. Oh, Google Drive, you know, one of those big Google Drive. Yeah, that's a really good one. It's also to avoid promotional taps. So you could still in books, but if you have too many links, you may also end up in promotional style. You can still sort of like in books, but not in a primary inbox, which will be annoying. Nice. Should I hold on to my favorite? Should I hold on to my favorite to the end? Yeah, sure. No problem. I'll drop a couple of one here. Avoid spam words, you know, that's still, that's still a thing. Like don't put like free, you know, sales, whatever type of thing. Like try to avoid it at least not in the original outreach when you have a conversation with a prospect, why not? Or the lead, okay, but not in the original one. And I love that. So to basically hold off on anything that can sound quasi spammy until a positive response has been earned. And then yeah, you're off to the races. There you go. It goes further, actually, because if you actually start your email with dear, sir, or dear something, like I could say, not even like dear, so madam, which we know is going to, you know, on a cool outreach. But if you have like dear Jack, for example, or dear, Jeremy, you still get penalized by spam filters these days. Jeremy, take me to a really, what's the word? Like a conservative written language culture in German. What do you say? Like, isn't it dear? But obviously it would be the German form. But there's some cultures actually still say dear and it's normal, right? Yes, but they wouldn't use the word dear. And I think it's been like over you. So I think if you actually contact someone in France, use French, you will have a better deliverability than if you're using English. Yes, and it makes me think that spam words may actually be a little bit softer on different languages. Like imagine if you said free, but in French, maybe the spam filters aren't as used to that word appearing. I don't know, we're speculating back to the hard stuff. We don't mind that most of them are actually English speaking. So, you know, makes sense again. I will start with another thing as well, which is use a trusty DSP. I know now, you know, D&H, a lot of people are sort of like trying to bypass the annoyance of creating a Google inbox, the annoyance of creating a Microsoft inbox past involved. Yeah, exactly. For some of like email infrastructure softwares, you have to be extremely careful because of a few reasons. First of all, nothing tops Google IPs. So if you have a Google IP, then you're good, which means basically sending with Gmail without with outlook is slightly different. If you're bad, they put you into a certain IP pool that is not for the best and the greatest time out corner. Yeah, exactly. You have to be slightly careful. But here is the super important thing. I'm going to say you have to use an auto-warmer, but you have to be extremely careful because if the auto-warmer is just filled with people with, you know, those sort of like email infrastructure thing and none of them are using Google and Microsoft, you're going to warm up against those external providers. And when you're going to start contacting your first prospect in Google and Microsoft, Google and Microsoft will say, I have no idea of who this guy is. So your auto-warmer will have done nothing. The only thing you would have done if you put like a Google inbox inside is like you would have warmed them up. You would have warmed there and email infrastructure. So be careful with that. Not all auto-warmer have the same quality. That's very important. So for technical setup, it sounds like the, the recommendation is get on the Google train and ride it until it changes. There you go. Yep. It's still Google that outbox the best at the moment, that inbox the best. So I will definitely go with Google, you know. Another technical stuff. Yeah, go with Google, definitely. It's annoying. It's painful, but, you know, that's the way to do it. If you want to inbox better, the other thing I would say is spin-tax everything, spin-tax everything, title, every line, change high, hey, whoa, you know, whatever. Let me interrupt for a second. Well, go go go. Jeremy, you're going to take us through spin-tax, basically dynamic, dynamically changing your, your text without infinity, different templates. Anyways, this is the single light bulb moment of 2024, where it is painfully clear that the best cold email campaigns use the crap out of spin-tax or dynamic text. It's the deliverability hack of the year, if you ask me. But please carry on, Jeremy. Tell us, how do we do it? That's a very good point. If we have a, I have a, especially, I'm thinking, as I'm speaking, to one customer that sends 40,000 emails a day and they have like 200 inboxes and they spin-tax, hello for it. Like every line is a spin-tax, which basically is the rotation, like different versions. So if you think about it, each line has a different chance of doing something. It's an example. Well, the example would be, hi, hey, hello, and then the first name. And so one email, are you open to a meeting? Would you like to set up a call? Do you have a calendar link? Exactly. Different ways of saying kind of the same thing, which to me, I'm waiting for TensorFlow to wise up and say, these are all call request sentences. I'll treat them the same, but that's not a real option. That'll be a different episode as it will be a really difficult. They will need to understand what the email really says. And even with chat GPT is not quite. Anyway, we are diverging here. So let's go back. One more thing is if you want to have extra bonuses, you could remove the open tracking that we know, you know, when you're tracking opens, sure, you're going to get insights, but at the same time at the price of a little bit of deliverability and also text only, even for you may just write text, your email provider or your email client, sorry, will actually send HTML. So I mean, which quick mail you will have to click a box, the tick box that says text only. And then in this case, it will be plain text, but then you will lose the ability also to track opens, right? And that's, that's one of the things and links. Let me throw one at you here. I've, I know you're going to get to it. So let me kick off bounce rate, keep it under 5%. Again, it's one of the basic things, but you can't do a good job in boxing, especially now if you have a bounce rate, five and up percent. Yeah. So that just means scrubbing your list with a good tool. I actually use several tools. So sometimes scrape the scrubbing email list more than once to triple check that these are going to not bounce, finding good tools important. So, but you're on a roll. OK, I didn't have it on my list. I have a last one, which is a pretty important thing in a sense is when you actually, when we actually sending a campaign with an inbox that is declining in deliverability, it's only going to get worse. So if you want to keep on in boxing, you need to. Put this inbox aside, let it recover and then change it by another inbox. And the cool thing is we just released that this week in quick mail. So if you're watching this episode, it's been released a few weeks. So you no longer, you no longer have to worry about checking. Is this a healthy inbox? Should we swap it out? That's right. A lot of my successful agencies were actually looking every week on, OK, right. What inboxes is not delivering as well and then they swap it in order to keep in boxing and then now we do it automatically for them every day. So, you know, huge time savers. So we have two boxes. It makes a lot of difference. Right, absolutely. So we're at a minute and 25 left, and this is the first hint of inbox rotation or even multi inbox that we've covered in the technical setup for mastering deliverability. That's a bit surprising. I think a lot of us are embracing this multi inbox and even inbox rotation world, but it's worth saying you cannot overload one inbox anymore. You need to distribute the volume over several inboxes and then use what Jeremy just said, intelligent AI. That's going to make sure that your inboxes that are struggling, get retired, essentially. And the next one on deck takes over because, yeah, go ahead, Jeremy. Yeah, you know, like 100% agree with you. And in fact, the previous episode, we talked about volume as well. So low volume is not a guarantee for in boxing, but it's probably because they miss all the other technical things that we were saying. And so therefore, like low volume didn't make any difference. But once you master all those technical stuff, yes, you want to rotate. So you keep on the low volume at a high, high, 19 seconds left. The domain extension matters user.com. It's true. It's true, actually. We haven't done that. We should actually, and now we have the deliverability stats. We could actually do another episode on like what actual TLD, which is like domain is actually in boxing better than the other. In doubt, use.co used to be, sorry.com used to be the.co was absolutely trash, but it turns out that it's getting better. Oh, sorry. That's another episode. If you want more, you can check our core.com.io again. Jeremy, thanks for a great episode. Thanks for indulging me, Jack, with all my technical stuff and being such a good sport like it. [BLANK_AUDIO]
