Adrian Savage is the Co-founder of EmailSmart, which specializes in boosting email marketing performance with advanced software tools and expert strategies. An email marketing maestro with over two decades of industry experience, Adrian brings a wealth of knowledge from a tech and analytical perspective. As a self-professed geek, he creates solutions that enhance email engagement and deliverability. Recognized in high-level marketing masterminds for his expertise in executing effective email campaigns, Adrian is dedicated to helping marketers navigate the ever-changing landscape of email marketing.
Here’s a glimpse of what you’ll learn:
- [05:14] Adrian Savage discusses EmailSmart’s game-changing approach to email marketing
- [09:18] Why authentication has become mandatory with Google and Yahoo’s new requirements for email marketers
- [11:30] What Google and Yahoo’s new spam rules mean for legitimate marketers
- [15:10] The importance of using your own domain for email marketing
- [16:11] How the changes in Google’s spam complaints thresholds can drastically affect your email campaigns
- [18:26] Why tracking email performance trends continuously is crucial
- [19:43] New engagement metrics that can make or break your email deliverability
In this episode…
Would you like to ensure your email marketing efforts continue to thrive amidst recent changes? Imagine your carefully crafted email campaigns suddenly seeing open rates drop to just 1-2% and click rates plummeting to 0.1%. How would that impact your business?
Adrian Savage, a renowned email marketing expert, addresses these pressing issues and offers essential strategies to safeguard email campaigns. He explains how recent changes by Google and Yahoo have drastically impacted email deliverability, underscoring the necessity of proper email authentication to ensure marketing emails stay out of the spam folder. Adrian also introduces his innovative Email Health Check tool, which helps marketers keep their emails effective and compliant with the latest standards.
In this episode of the Timeless Marketing Podcast, Brian Kurtz welcomes Adrian Savage, Co-founder of EmailSmart, to discuss the importance of monitoring key engagement metrics to maintain a healthy email list. Adrian emphasizes that staying ahead of these changes is crucial for maintaining credibility and securing email-driven revenue. He outlines the critical steps needed to protect email marketing efforts and ensure that messages continue to reach and engage target audiences.
Resources mentioned in this episode:
- Brian Kurtz
- Brian Kurtz on LinkedIn
- Chris Mason on LinkedIn
- Adrian Savage on LinkedIn
- EmailSmart
- EmailSmart Health Check
Special mention:
Quotable moments:
- “Email is a great tool because you have got a lot of control, but you’ve got to make sure you’ve got other ways as well of keeping in touch.”
- “Remember, legitimate marketers will be impacted. That means pretty much every one of you who responded that you’re using an email platform.”
- “If someone stops reading your emails after about 15 days, the chances of them coming back and re-engaging in the future are next to zero.”
- “You’ve got to make sure you’re sending emails to the people that are actually going to read them, because that’s how you’ll help Google make their money.”
- “Be wary of promises that a magic code will improve your email performance. It might work temporarily, but could get you blocked permanently.”
Action Steps:
- Run an email health check: Using tools like the EmailSmart Health Check can pinpoint potential deliverability issues and prevent your campaigns from tanking due to new email policies.
- Set up proper email authentication: Properly configuring SPF, DKIM, and DMARC ensures compliance with forthcoming Google and Yahoo requirements, safeguarding your ability to reach your audience’s inbox.
- Implement engagement-based list management: Removing unengaged subscribers from your email list regularly can improve your sender reputation and reduce the risk of being marked as spam under new thresholds.
- Encourage clicks over opens in your emails: With the dwindling reliability of open rates, fostering a culture where subscribers click links in your emails can provide you with a more accurate gauge of engagement and interest.
- Diversify your outreach channels: As reliance on any single channel is risky, integrating methods like direct mail and social media gives you additional pathways to connect with clients and prospects.
Sponsor for this episode…
This episode is brought to you by Titans Xcelerator.
Titans Xcelerator is a private mentorship program for direct response marketers.
It is one of the most giving communities and serves as the de facto board of advisors and marketing insurance policy for over 250 of the best and brightest direct response marketers, copywriters, media buyers, marketing agencies, senior executives, anyone in direct response marketing, who is committed to growing and scaling their business.
And you don’t need to spend 10s of 1000s of dollars either.
Titans Xcelerator is 1/10 of the price of most groups of its kind.
And with a private membership, you’ll receive access to the full presentation from today’s episode, along with the Q&A and discussion that followed.
As an added bonus, you’ll receive access to a vault filled with many more private calls just like this one.
The bottom line: you don’t have to grow your business alone.
If you want to see how Titans Xcelerator can help you grow and scale your specific business, go to BrianKurtz.net/help
Episode Transcript
Intro 0:03
Welcome to the Timeless Marketing Podcast with Brian Kurtz, your connection to insights from some of the top direct response marketing minds on the planet.
Brian Kurtz 0:16
Hey, it’s Brian Kurtz here, host of the Timeless Marketing Podcast. Today’s episode is a clip from one of the two-hour calls inside Titans Xcelerator, my private mentorship program for direct response marketers. Before we get to that, I have one question for you. Do you have a marketing insurance policy? If you don’t, you need one. And that’s why I created Titans Xcelerator, which is one of the most giving communities and serves as the de facto board of advisors and marketing insurance policy for over 250 of the best and brightest direct response marketers, copywriters, media buyers, marketing agencies, senior executives, anyone in direct response marketing, who is committed to growing and scaling their business. The bottom line, you don’t have to grow your business alone. And you don’t need to spend 10s of 1000s of dollars either. Titans Xcelerator is 1/10 of the price of most groups of its kind. I know because I hosted a group that was over $20,000 a year. If you want to see how Titans Xcelerator can help you grow and scale your specific business, go to briankurtz.net/help. That’s B-R-I-A-N-K-U-R-T-Z [dot] net [slash] help. And with a private membership, you’ll receive access to the full presentation from today’s episode, along with the Q&A and discussion that followed. As an added bonus, you’ll receive access to a vault filled with many more private calls just like this one. Again, if you want to see if Titans Xcelerators are fit for you with no obligation. Go to Briankurtz.net/help. That’s B-R-I-A-N-K-U-R-T-Z [dot] net [slash] help. And feel free to email me directly. I respond to every email with questions about this episode or just to say hi at brian@briankurtz.net. Now, onto today’s episode. Thanks, Adrian.
Adrian Savage 02:27
Hello. Let’s see if the screen share works with everybody.
Brian Kurtz 02:32
Adrian is worth listening to. He is. He’s really. A lot of the people in my high-level masterminds are pointing to Adrian for the most accurate information on how to send emails the right way. So and just the same with Ryan too. It’s like Ryan is at the forefront of AI and Adrian is at the forefront of email marketing. So Adrian, I just want to make sure they know who you’re dealing with here.
Adrian Savage 03:05
Awesome. Thank you. I think the funniest thing was when you sent me the email before our call a few weeks ago and you quoted some stuff at me and I thought, yeah, I think I recognise this. This is someone else telling you about the webinar that I presented a few weeks ago.
Brian Kurtz 03:19
I know we got the right guy, Adrian. That’s what I knew. I knew we had the right guy and it just reinforced it.
Adrian Savage 03:26
And you know the scary thing, Brian, it’s actually two years since I last presented. Wow. I hadn’t realized you said a year. And I was thinking, no, hang on, I’ve just had because I’m wearing my third, third year.
Brian Kurtz 03:37
That’s right, that’s right.