3.3 Lesson 3: Consent Is Sexy

Lesson 2: Avoid Getting Marked as SPAM

Get Permission

I cannot stress this enough. If people are not expecting to receive emails from you, then they will go to almost any length to stop receiving emails from you.

Inboxes get bombarded enough. Your competition isn’t just your competitors and other brands. Your competition is coworkers, friends, family, important updates about bills and medical records.

People get really irked when they are already overwhelmed with communication, and they’re trying to wade through the inbox debris to get to what they really need to know, and you’re wasting their time with one more email they didn’t ask for.

Get permission to send emails with sign up forms, offers and lead magnets. your leads will be much higher quality, you’ll get better returns and you’re exponentially less likely to be marked as SPAM.


ALWAYS have an Unsubscribe Link and don’t make it hard to find.

If people don’t want your emails anymore, don’t make it hard for them to opt-out.

Don’t hide the unsubscribe link buried in a bunch of a disclaimer text.

If they can’t easily figure out how to stop receiving emails from you, their other option is to mark you as SPAM.

Which would you prefer? An unsubscribe or a ding to your sender reputation?


3.4 Lesson 4: Keep Your IP Warm

Lesson 4: Keep Your IP Warm

1. Send Regularly

Since part of your sender reputation is based off of your level of engagement that your contacts take with your brand, then sending regularly is a must.

You have to GIVE your subscribers a chance to interact with you.

That means sending an email at least once per month, ideally once per week. But hey, we all have to start somewhere.

If you don’t have a dedicated email content calendar, now’s the time to create one. 

2. Clean Your List out of Inactive Contacts

How many of your contacts haven’t opened any emails since they joined your list?

How many of your contacts haven’t opened any emails in over a year?

Not sure? Now’s the time to check it out.

If a chunk of your contact list isn’t opening your emails, then they’re dragging your engagement rate down.

I KNOW it’s hard letting go of those hard won subscribers, but it’s for the great good.

Do it for the people who REALLY want to see your emails but aren’t getting them because they are getting lost SPAM folder.