In this episode, Jack and Jeremy delve into the complexities of email deliverability, exploring how the number of emails sent can impact the success of cold outreach campaigns. They discuss key factors influencing deliverability scores and offer practical strategies to optimize email performance.
Key Topics Discussed:
- Deliverability Score and Email Volume Analysis
- Factors Influencing Deliverability
- Optimal Email Volume Recommendations
- Exception Cases in High Volume Emailing
- Strategies to Improve Email Campaigns
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About the hosts:
Jack Reamer founded SalesBread.com – the lead generation agency that brings B2B companies 1 lead per day by sending ultra-personalized LinkedIn messages and cold emails. Show listeners can book a free, 15-minute lead generation brainstorm session here: https://salesbread.com/contact/
Jeremy Chatelaine founded QuickMail.com – the most performant cold email platform to get replies, thanks to industry-leading features such as Deliverability AI and Advanced Stats. Start your trial today here: https://quickmail.com
Everybody wants to know how many emails can you send a day, a week, a month before it impacts your deliverability now, thanks to my MIGO jeremyoverquickmail.com. We've got a partial, if not complete answer or at least the most complete answer that I think anyone can reasonably share. I'm Jack at salesbread.com and Jeremy, your graph, you kick things off. Yeah, so basically this is a calculation of deliverability score based on open rates for all the inboxes or most of the inboxes actually of a quick mail because those who don't send enough emails which just don't display them at all or don't have enough, we'd say don't have enough open. You're losing me. You're losing me. So basically you took a look at a lot of senders through quick mail and you were looking at for those that send a fair amount of emails, right? You ignore the ones that don't send hardly anything, right? Correct. You have to have to send a certain amount within the last seven days to be considered. Okay, right. And you looked at two things, right? Deliverability score and email set. What's deliverability score really? durability score is a little bit of a black box, but it's not that really complicated. It's based on the open rate, open rates. So if you don't have open rates enabled, you don't have a derivative score. So we do a derivative score based on the email you're sending and the email that gets open, but it's a little bit more complicated because there is some time involved. But basically, it's a good reflection on how much you're in boxing. Okay, the higher the better, right? Correct. So that makes sense. I feel that we need our 10 minute timer, Jeremy, we ramble. I forgot that. I'm sorry, for 10 minutes on here. Otherwise, we'll have a two hour class on this scatter graph here. Yeah, we don't want that for listeners. So basically for listeners, it's very simple. The y-axis is the actual deliverability score, 100 meanings like every email you're sending gets open. More or less, we could say that. So every email you're sending gets open, 0% means like you're sending a lot of females, but no one really opened them. And you're still tracking opens, which is very important. So if you're not tracking opens, well, I won't have a deliverability score. And then on the x-axis is the number of females that's been sent on average per day in the last 30 days. So what's surprising is that inbox with 1,300 cents per day, on average, shocker, it's scoring quite low on deliverability. So yeah, it's per day, you have to multiply it by 30, right? To get the actual volume of that month. And so you're expecting one inbox to send like more than 30,000 emails. Of course, it has a pretty low deliverability score. I mean, this is something we always been expecting, which is that's why we got also in-box rotation to have low level of low volume across a large number of emails. So you can have a higher deliverability score. Turns out it's not that necessary straightforward. Like you could have a low volume and still have a rubbish score. Right. After all that, that checks out. That checks out because if you don't set up SPF for DKEM, and you put a bunch of links, even if you send 10 a day, you're not going to have good deliverability or opens or inboxing or deliverability score in this case. But I think my first insight, Jeremy, is most of the campaigns send looks like about 100 emails per day or less per inbox. Is that right? I would say so even like very low volume for some of them, like around like the 50 a day, or like even like, I mean, you could even say like, if you go about 60% on the delivery score, you pretty much like going about like the 50 or something like that per day. Okay. So I think the first takeaway is do yourself a favor and maybe limit your sends per day per inbox 50 or less. Yeah. Yeah, I would say. I would say. But again, like this is not really a guarantee. You should still send 50 a day and still end up like in the bottom left. And so to me, I wouldn't say I was surprised, because obviously, like you say, you could have DKEM badly set up because they have the SPF badly set up, but you could also have like a bad reputation with your domain, right? So too many people like you are spam. So that's why I always find difficulty on sort of the question, how many emails should I send, make sure at the end of the day, if you're sending things people want to see, then that's not going to be a problem. And in fact, you see it, like at the 75% in delivery score, you see like one odd dot that is sending about like 350 emails a day. So again, you multiply by 30 and then you got the volume per month. And then they have like a great delivery score, but you could see like it's kind of like an exception, right? And I can touch on what they actually do, because obviously I checked. I was like, show you just like, how can you send like a lot of emails? I'm still like doing super, super, super well, Intel dignity. 75 is really, really good data ability. So what did you find out? You actually want to know. Oh, sorry. I want it to make. We'll get to this. We'll get to this after our sponsors at salesbread. We have companies that are looking to generate one lead per day by sending ultra personalized cold emails and LinkedIn messages. So you don't have to worry about list building, copy rating, outreach strategy, reply checking, or even appointment settings. So if that sounds good, have rid of salesbread.com. And you listen, or if you want the world's best cold email tool, when deliverability matters, that's quickmail.com. Get your free trial started today. Love it. In fact, yeah, we came up with three words, actually, for quick mail. So if you think of quick mail, you're thinking about performance, innovation, and reliability. So those are the three things, if those three things are important to you, head over to quick mail. So the 75% that sends 300 emails a day, which is pretty much like in the middle of the screen, toward the upper part of the screen, is actually something in a real estate space. And their copy is really amazing. It's all about the recipient, and they provide a ton of value upfront. So it is really possible to actually get high deliverability while sending a lot of emails for one inbox. Yeah, just to be clear, that is a cold email campaign. Classic cold. Nice. All right. And that's the job as the, you know, outreach or, let's say, sales exec at the company. Your job is to figure out how do you play a lot higher up on this graph where you're maintaining a deliverability while still having some volume. Yeah. But you know, the magic jack is, in fact, you know, when I looked at the email that they were actually sending, it was obvious that I would want to receive such email, you know, and that's not always the case with cold outreach, right? It's a lot of the time when we receive email on cold outreach is like, man, it's just like you didn't want to receive this email. But here, I think they did a great job at, you know, targeting. And like I mentioned, lots of value in the email. It's really about the recipient, not about the sender. Yeah, I wish a lot more cold outreach. We're like that. Perfect. Okay. So what else, what else does this graph tell you in terms of takeaways, things we need to worry about if we want good results with cold email? One thing, actually, we forgot to mention for listeners, not for the watchers on YouTube. So for the listeners on, well, on any other format, and you can basically, we have a graph that is y-axis is the derivative score, and x-axis is the number of emails sent. And it's kind of like, what would you say, like, sort of like a shape, in a sense? Like, obviously, when you send a lot of value, then it's a pretty creative statement. I'm not seeing an email right now. I would actually describe the graph. I'm getting skyscraper, a medium building, and then smaller building going from tall in the top left, down towards the right, followed by a lot of birds flying in a flock. Not a lot of shapes. I'm really sorry for these nerves, like, I feel bad for them. But anyway, it's hard to do volume while maintaining good deliverability. I mean, that's obvious. Like, it's really hard to go above 50% and I think I'm generous if you're sending above 200 emails a day. That's it. That's the obvious one. But again, I have a lot of guarantee you good deliverability. Exactly. Both could takeaways, but I have one kind of theory on why that is. Now, apart from just making it difficult to stay out of the, let's say, situation where people are flagging your messages as spam, it's hard to avoid that when your volume is hundreds of per day for the same inbox. But I'm going to say there's a second reason for this Jeremy. And that is, it is difficult to build a great list. Some exceptions are out there as we discussed. But it is very difficult to build a great list that is also a huge list. You find 5,000 perfect, let's say, prospects. And I would venture to say that some of them may be less qualified than others. And therefore, they might be more likely to flag as spam, giving us the situation where the higher the volume, typically after a certain point, the lower deliverability. That's a fantastic comment. I was thinking on the side of, you know, not enough variation, always also the same message, always tend to have what we call campaign fatigue, which basically means you're sending always the same text. And then at some point, you know, spam filters and tensor flow from Google just realized this is the same email. Which is kind of silly, because you can just change it at least right now in middle of 24. You can just change up that message using dynamic content. And it doesn't have to be radically different. It just needs to be pretty different. And TensorFlow still gives it more of a, you know, approval. I don't know why. I'm sure that'll change. I'm sure that'll change. But in the time being, it's kind of Wild West for dynamic content. If you want less campaign campaign fatigue. You know the funny thing, and maybe that's the time of that's time for another podcast about, you know, campaign fatigue. But it sounds to me that if you have a tensor flow that remove like 99% of people, because basically 99% of high volume, don't use, you know, spin tags and stuff like that. Then why bother? You just get rid of 99% of the spam without having to spend a lot of efforts on trying to figure out, you know, content. Yeah, I think absolutely you're right until more of the market catches up with dynamic content. I agree. Then they'll have, then they'll say, ah, we're not removing 99% of spam. We're moving only 50% or whatnot. But the time being, use it to your advantage. And we're at time. Yeah. Good one. Just right on time. Thank you, Jack. How often have we had a 10 minute episode that ends at the buzzer with no additional notes? Okay. So quick recap. Keep volume per inbox per day at 50 or less. The other thing is, you can still succeed with deliverability and hit high volume if you happen to find yourself with a list that likes your message. Yeah. I love that. What I would probably say is, only increase the volume once you're sure that you're actually having great deliverability. I'm sticking up. Like you could, you know, you could have your 60 above deliverability is actually pretty good. And so if you maintain that as you grow volume, then you're good. But if you're already at 60, you know, going down with low volume, like don't increase. It's only going to accelerate it. All right. And if you want more, you can head over to corestartquickmail.io for the podcast. And a course format will take you in eight weeks from cold email rookie to sending like the best agencies out there today. So with that, thanks for sharing the data today, Jeremy. My pleasure. Thanks, Jack, for looking at it with me.
