Open rate

Mm-hmm.

Yes, so it's kind of fun, but what's important about emails versus social media, selling on social media, or any other channel that you're looking at selling on, is that when it comes to email, your open rates...

So industry average can be as low as 19%, but that's on the low side.

And then people who I work with, typically they get between... 40 to 50% open rates on their emails.

So about half of their audience is actually opening what they're getting from you and reading it versus, you know, depending on segmentation, we might be getting 75% to 80% open rates.

So a big portion of the audience is actually seeing what we're producing for a client versus if you are on social media, If you're posting to your feed, you get two to four percent reach of your total audience.

So that's why we point at email as being a really important marketing channel to consider and why you want to have a list is because the engagement tends to be higher.

It happens to the best of us.

She works on everything from deliverability and sender reputation to authentication, infrastructure, and the weird behind-the-scenes stuff that determines whether your newsletter actually lands in somebody's inbox.

So we're going to talk today about how Lori Beth somehow built a career becoming one of the people companies call when their email program is going sideways, some of the biggest mistakes newsletter operators make, what actually matters for deliverability, whether we obsess over open rates too much, and hopefully a few things that will make everyone rethink how they send email and manage their list health.

So Lori Beth, welcome to the show.

Hey, thanks so much.

I had a sender, I was warming them up on a popular e-commerce platform, which they were B2B sender.

They had a very mixed list, but I don't think it was a great choice for them.

And they got hit with scrutiny by Microsoft that spiked their Microsoft, both Hotmail and Office 365 open rates and click rates to like 95%.

I look at that, that's not reality.