“Sonia is one of the best writers in the content marketing space, period. Her unique mix of expertise, sass, and empathy clearly demonstrate how a distinctive voice can lead to content that resonates with the right people.”
Brian Clark, founder of Copyblogger, Further, and Longevity Gains
The email game is changing in 2024
Around 60-70% of commercial email messages go to a Gmail in-box. And this year, Google is putting its 800-pound gorilla suit on.
Luckily, the “hoops” we’re being asked to jump through are mostly things we should already be doing.
If you have an email list, you need to tick a few deliverability boxes.
Specifically, you need to make sure your domain has been authenticated with SPF, DKIM, and if you have more than 5000 Gmail users on your list, DMARC.
If the thought of figuring that out has you throwing up in your mouth a little, no worries — for my copywriting clients, I’m happy to have my incredibly capable operations person handle that for you. (Or if you feel more comfortable, I’ll send you the specifics for your own tech team.)
Unfortunately — that’s actually the easy part.
The trickier part is that senders will need to make sure their spam reports are low. You want to keep them under one spam click per 1000 messages sent.
You may think that this isn’t a big deal for your business. After all, you aren’t a spammer!
But sadly, there are still a lot of email subscribers out there who think “mark as spam” is the same thing as “I don’t need any more emails on this, thank you.”
In 2024, you must actively manage your engagement with your list.
That means giving your list lots of things to do that aren’t necessarily making a purchase. (No more flooding their in-boxes with irrelevant “buy or die” promotions.)
And you have to manage what I call the “invisible unsubscribes” — the folks who don’t open your email any more, but never bothered to quite click that unsubscribe button.
If your approach to this is, “I’ll just try really hard to be good,” I have to be frank: You are going to fail.
➡️ You don’t have time to make “being a virtuous email content creator” your whole personality.
Getting this right doesn’t have to take a ton of cash or time. But it does absolutely rely on working smart and strategically.