The Deliverability Boogermen are BACK! It's BFCM week and the deliverability boogermen are out in full force. Apparently Gmail changed some policy and is sending more emails to the promo tab. And if you pay them 5k, they'll make sure you inbox, or your money back! But Gmail does this every November. I just talked to the founder of my favorite ESP and all other email clients are stable. iCloud is 54% of the email client market. Gmail is 30%. So you're spending 5k to get 30% more of 30%... Which is a 9% bump. Talk about being penny-wise and pound-foolish. You know what my solution is for more emails going to the promo tab? Instead of paying some rent-seeker 5k for a marginal boost in deliverability... I write 5 more emails and make 25k. But my absolute best strategy... That no one wants to hear because it involves actual effort... Is to write emails so entertaining and valuable my subscribers move them to their primary inbox and mark them as important... Without me asking them to.
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