Why Your Emails Aren't Landing in the Inbox | Email Deliverability for Outbound Email | Hunter.io

Hi to everyone who is joining us from Hi to everyone who is joining us from around the world today. Uh I am James, around the world today. Uh I am James, around the world today. Uh I am James, the head of marketing and I'll be your the head of marketing and I'll be your the head of marketing and I'll be your uh your one of your co-hosts for today. uh your one of your co-hosts for today. uh your one of your co-hosts for today. I'm joined by Matt and Oliver who will I'm joined by Matt and Oliver who will I'm joined by Matt and Oliver who will be taking you through the the content of be taking you through the the content of be taking you through the the content of today's session. Uh we typically wait today's session. Uh we typically wait today's session. Uh we typically wait about two minutes just to make sure that about two minutes just to make sure that about two minutes just to make sure that everyone get a chance to to join us. So, everyone get a chance to to join us. So, everyone get a chance to to join us. So, uh, while we're waiting, uh, please, uh, uh, while we're waiting, uh, please, uh, uh, while we're waiting, uh, please, uh, take a look at the chat section at the take a look at the chat section at the take a look at the chat section at the bottom right of your screen and let us bottom right of your screen and let us bottom right of your screen and let us know where you are, uh, uh, joining us know where you are, uh, uh, joining us know where you are, uh, uh, joining us from today and what you're looking from today and what you're looking from today and what you're looking forward to hearing from us about email forward to hearing from us about email forward to hearing from us about email deliverability. Matt Oliver, how you deliverability. Matt Oliver, how you deliverability. Matt Oliver, how you doing? doing? doing? Fantastic. It's almost spring. I think Fantastic. It's almost spring. I think Fantastic. It's almost spring. I think we've already got our first false spring we've already got our first false spring we've already got our first false spring out of the way in New England, which out of the way in New England, which out of the way in New England, which means one more false spring to go before means one more false spring to go before means one more false spring to go before actually it's real spring. So excited actually it's real spring. So excited actually it's real spring. So excited just to have one down. Uh we're that just to have one down. Uh we're that just to have one down. Uh we're that much closer to warm weather and much closer to warm weather and much closer to warm weather and sunshine. How about you, Oliver? sunshine. How about you, Oliver? sunshine. How about you, Oliver? >> Yeah, I'm in the same spot. Pretty >> Yeah, I'm in the same spot. Pretty >> Yeah, I'm in the same spot. Pretty excited. I think we've had our first excited. I think we've had our first excited. I think we've had our first false spring out of the way in false spring out of the way in false spring out of the way in Cleveland, but usually we have about Cleveland, but usually we have about Cleveland, but usually we have about five or six, so gota got a a little bit five or six, so gota got a a little bit five or six, so gota got a a little bit of a ways to go, but we're we're making of a ways to go, but we're we're making of a ways to go, but we're we're making some progress. The sun's out today, so some progress. The sun's out today, so some progress. The sun's out today, so no complaints.

no complaints. no complaints. >> Nice. Well, we have folks from Australia >> Nice. Well, we have folks from Australia >> Nice. Well, we have folks from Australia and Florida, people who have no idea and Florida, people who have no idea and Florida, people who have no idea what sort of bizarre fall spring we're what sort of bizarre fall spring we're what sort of bizarre fall spring we're talking about. Uh, you can live talking about. Uh, you can live talking about. Uh, you can live vicariously through us. We have 10 vicariously through us. We have 10 vicariously through us. We have 10 seasons. Uh, seven of them are winter. seasons. Uh, seven of them are winter. seasons. Uh, seven of them are winter. Uh, yeah, Uh, yeah, Uh, yeah, although Poland gets it, although Poland gets it, although Poland gets it, I can see a lot of Yeah, I can see uh I I can see a lot of Yeah, I can see uh I I can see a lot of Yeah, I can see uh I see a lot of people from across the see a lot of people from across the see a lot of people from across the world, which is always exciting. Uh it's world, which is always exciting. Uh it's world, which is always exciting. Uh it's as a as a an Englishman living in uh as a as a an Englishman living in uh as a as a an Englishman living in uh Virginia in the US, it is always great Virginia in the US, it is always great Virginia in the US, it is always great to see people like Rafia who is an to see people like Rafia who is an to see people like Rafia who is an Aussie living in England. So that you Aussie living in England. So that you Aussie living in England. So that you know that that makes me feel like uh know that that makes me feel like uh know that that makes me feel like uh yeah like like I've got my own little yeah like like I've got my own little yeah like like I've got my own little community. It's exciting to to hear so community. It's exciting to to hear so community. It's exciting to to hear so many people come from so many different many people come from so many different many people come from so many different places. And today is really going to be places. And today is really going to be places. And today is really going to be about an opportunity for all of us to about an opportunity for all of us to about an opportunity for all of us to come together and hear from two people come together and hear from two people come together and hear from two people that know about uh the importance of that know about uh the importance of that know about uh the importance of email deliverability. Uh but more email deliverability. Uh but more email deliverability. Uh but more importantly know that it's not something importantly know that it's not something importantly know that it's not something that you should be worried about getting that you should be worried about getting that you should be worried about getting into and trying to get your head around into and trying to get your head around into and trying to get your head around it. We're going to make this really it. We're going to make this really it. We're going to make this really approachable over the next uh 4550 approachable over the next uh 4550 approachable over the next uh 4550 minutes. Uh and you know without further minutes. Uh and you know without further minutes. Uh and you know without further ado I'd love to just uh kick off and ado I'd love to just uh kick off and ado I'd love to just uh kick off and Matt and Oliver if you could uh Matt and Oliver if you could uh Matt and Oliver if you could uh introduce yourself and take it away.

introduce yourself and take it away. introduce yourself and take it away. Well, hopefully we've got a few Well, hopefully we've got a few Well, hopefully we've got a few returners. Hello again. I'm Matt, CEO of returners. Hello again. I'm Matt, CEO of returners. Hello again. I'm Matt, CEO of Hunter. Happy to be here and thanks for Hunter. Happy to be here and thanks for Hunter. Happy to be here and thanks for everybody who's joined today. Um, our everybody who's joined today. Um, our everybody who's joined today. Um, our goal is to make sure this is super goal is to make sure this is super goal is to make sure this is super valuable, so please don't hesitate to valuable, so please don't hesitate to valuable, so please don't hesitate to throw things into chat or use the throw things into chat or use the throw things into chat or use the question box. Um, we always leverage question box. Um, we always leverage question box. Um, we always leverage that feedback. that feedback. that feedback. Oliver, you want to intro? Oliver, you want to intro? Oliver, you want to intro? >> Yeah, of course. So, pretty much what >> Yeah, of course. So, pretty much what >> Yeah, of course. So, pretty much what Matt said, we do want to make this as Matt said, we do want to make this as Matt said, we do want to make this as valuable as possible for you. But quick valuable as possible for you. But quick valuable as possible for you. But quick intro about myself. My name is Oliver. intro about myself. My name is Oliver. intro about myself. My name is Oliver. I'm the founder of Ascension and at a I'm the founder of Ascension and at a I'm the founder of Ascension and at a very high level. What I love to do is very high level. What I love to do is very high level. What I love to do is run and talk about cold email. So, if run and talk about cold email. So, if run and talk about cold email. So, if you have any questions throughout, you have any questions throughout, you have any questions throughout, definitely drop them in the Q&A and Matt definitely drop them in the Q&A and Matt definitely drop them in the Q&A and Matt and I will be happy to answer them. But and I will be happy to answer them. But and I will be happy to answer them. But I think in terms of the the deck James I think in terms of the the deck James I think in terms of the the deck James has put together, we've got a lot of has put together, we've got a lot of has put together, we've got a lot of really good information to be passing really good information to be passing really good information to be passing out today. out today. out today. >> Very exciting. All right. Well, uh, here we are. I All right. Well, uh, here we are. I guess we actually had a slide. Um, we guess we actually had a slide. Um, we guess we actually had a slide. Um, we forgot to decide who was going to click forgot to decide who was going to click forgot to decide who was going to click on the earlier slides. Thanks, James.

on the earlier slides. Thanks, James. on the earlier slides. Thanks, James. Um, so what are we going to talk about? Um, so what are we going to talk about? Um, so what are we going to talk about? I'll go ahead and cover this. Um, we've I'll go ahead and cover this. Um, we've I'll go ahead and cover this. Um, we've got really five key topics, but the got really five key topics, but the got really five key topics, but the major topic is around email major topic is around email major topic is around email deliverability. Um, what is it? Why is deliverability. Um, what is it? Why is deliverability. Um, what is it? Why is it important? How is it structured? What it important? How is it structured? What it important? How is it structured? What about the domain and the sending about the domain and the sending about the domain and the sending infrastructure side of that? All is that infrastructure side of that? All is that infrastructure side of that? All is that complicated? How does email content complicated? How does email content complicated? How does email content affect this? Um, and are there ways that affect this? Um, and are there ways that affect this? Um, and are there ways that I can keep an eye on that? And so, we're I can keep an eye on that? And so, we're I can keep an eye on that? And so, we're going to cover these in, uh, hopefully going to cover these in, uh, hopefully going to cover these in, uh, hopefully the exact right amount of detail. And, the exact right amount of detail. And, the exact right amount of detail. And, uh, we've got the Q&A at the end in case uh, we've got the Q&A at the end in case uh, we've got the Q&A at the end in case we miss anything or you guys want us to we miss anything or you guys want us to we miss anything or you guys want us to go deeper. Uh, James is going to keep an go deeper. Uh, James is going to keep an go deeper. Uh, James is going to keep an eye on the chat and the questions and eye on the chat and the questions and eye on the chat and the questions and so, uh, he'll be here to, uh, interrupt so, uh, he'll be here to, uh, interrupt so, uh, he'll be here to, uh, interrupt as we go as needed. as we go as needed. as we go as needed. As always, we've sponsored our own As always, we've sponsored our own As always, we've sponsored our own webinar and so today's session is webinar and so today's session is webinar and so today's session is brought to you by our state of email brought to you by our state of email brought to you by our state of email outreach 2026 report. Um, so we look at outreach 2026 report. Um, so we look at outreach 2026 report. Um, so we look at all of the data uh that we can. We try all of the data uh that we can. We try all of the data uh that we can. We try to understand patterns. We try to figure to understand patterns. We try to figure to understand patterns. We try to figure out what things are going to ultimately out what things are going to ultimately out what things are going to ultimately improve your results. And those are the improve your results. And those are the improve your results. And those are the kinds of things that we share with you kinds of things that we share with you kinds of things that we share with you in our state of email outreach. uh we do in our state of email outreach. uh we do in our state of email outreach. uh we do this annually although looking at this annually although looking at this annually although looking at increasing the frequency so if you increasing the frequency so if you increasing the frequency so if you haven't yet please check it out and uh haven't yet please check it out and uh haven't yet please check it out and uh I'm sure James will share a URL directly I'm sure James will share a URL directly I'm sure James will share a URL directly uh to make sure that you guys can find uh to make sure that you guys can find uh to make sure that you guys can find things easily things easily things easily and with that we'll get started with the and with that we'll get started with the and with that we'll get started with the key question of the day what is key question of the day what is key question of the day what is deliverability

deliverability deliverability uh we know this is talked about a lot um uh we know this is talked about a lot um uh we know this is talked about a lot um if you've spent two to three minutes on if you've spent two to three minutes on if you've spent two to three minutes on LinkedIn you've probably seen somebody LinkedIn you've probably seen somebody LinkedIn you've probably seen somebody talking about the technical sides of talking about the technical sides of talking about the technical sides of deliverability and its importance deliverability and its importance deliverability and its importance um whether or not that's an outreach or um whether or not that's an outreach or um whether or not that's an outreach or not. And so we're going to talk about not. And so we're going to talk about not. And so we're going to talk about this more in detail today because this more in detail today because this more in detail today because deliverability affects more than just deliverability affects more than just deliverability affects more than just whether or not your email shows up in whether or not your email shows up in whether or not your email shows up in the inbox. It's about your domain the inbox. It's about your domain the inbox. It's about your domain reputation. It's about um your reply reputation. It's about um your reply reputation. It's about um your reply rates. Uh really your entire lead genen rates. Uh really your entire lead genen rates. Uh really your entire lead genen pipeline is improved or stymied by pipeline is improved or stymied by pipeline is improved or stymied by whether or not you've spent enough time whether or not you've spent enough time whether or not you've spent enough time on the deliverability piece of this. on the deliverability piece of this. on the deliverability piece of this. And so what we're going to talk about is And so what we're going to talk about is And so what we're going to talk about is like what does it mean first? So let's like what does it mean first? So let's like what does it mean first? So let's talk about that. talk about that. talk about that. I am not here to try to sell you I am not here to try to sell you I am not here to try to sell you anything or tell you that this is scary anything or tell you that this is scary anything or tell you that this is scary so that you trust us more or rely on us so that you trust us more or rely on us so that you trust us more or rely on us more. I'm actually going to demystify as more. I'm actually going to demystify as more. I'm actually going to demystify as much of this today as is Oliver. Um so much of this today as is Oliver. Um so much of this today as is Oliver. Um so that we can hopefully take away any of that we can hopefully take away any of that we can hopefully take away any of the concerns and in the process make you the concerns and in the process make you the concerns and in the process make you guys more compliant. Um, email guys more compliant. Um, email guys more compliant. Um, email deliverability as written is the ability deliverability as written is the ability deliverability as written is the ability for your message to successfully reach for your message to successfully reach for your message to successfully reach your recipient's inbox. That's it. Um, your recipient's inbox. That's it. Um, your recipient's inbox. That's it. Um, we don't want you landing in junk. We we don't want you landing in junk. We we don't want you landing in junk. We don't want you to get blocked entirely.

don't want you to get blocked entirely. don't want you to get blocked entirely. And so, this is what's really important. And so, this is what's really important. And so, this is what's really important. Just because you hit send does not mean Just because you hit send does not mean Just because you hit send does not mean that email showed up in front of that that email showed up in front of that that email showed up in front of that user or in front of that recipient. user or in front of that recipient. user or in front of that recipient. That's really important. A lot of people That's really important. A lot of people That's really important. A lot of people think I sent the email, they didn't think I sent the email, they didn't think I sent the email, they didn't reply, it didn't work. That's not always reply, it didn't work. That's not always reply, it didn't work. That's not always the case. Deliverability. Think about it the case. Deliverability. Think about it the case. Deliverability. Think about it more like a score, not a switch. You more like a score, not a switch. You more like a score, not a switch. You don't just turn on deliverability. It's don't just turn on deliverability. It's don't just turn on deliverability. It's a reputation score. And so, what you a reputation score. And so, what you a reputation score. And so, what you want to think about is how do I maintain want to think about is how do I maintain want to think about is how do I maintain it, not let it get damaged, um, and how it, not let it get damaged, um, and how it, not let it get damaged, um, and how do I make sure I'm continuing to do I make sure I'm continuing to do I make sure I'm continuing to maintain a high level of deliverability maintain a high level of deliverability maintain a high level of deliverability over time. over time. over time. That's really critical because every That's really critical because every That's really critical because every single time you hit send, you're either single time you hit send, you're either single time you hit send, you're either helping or hurting your sender helping or hurting your sender helping or hurting your sender reputation. And that's going to have reputation. And that's going to have reputation. And that's going to have deep impact if you don't do it right. deep impact if you don't do it right. deep impact if you don't do it right. So what we've outlined here are three So what we've outlined here are three So what we've outlined here are three kind of this the three simplest buckets kind of this the three simplest buckets kind of this the three simplest buckets to think about deliverability. There's to think about deliverability. There's to think about deliverability. There's the technical piece. So this is the the technical piece. So this is the the technical piece. So this is the stuff that uh you hopefully don't have stuff that uh you hopefully don't have stuff that uh you hopefully don't have to deal with very often. SPF, DKIM, MX to deal with very often. SPF, DKIM, MX to deal with very often. SPF, DKIM, MX records, just general sending records, just general sending records, just general sending infrastructure. This is all technical infrastructure. This is all technical infrastructure. This is all technical setup. This is the kind of stuff that setup. This is the kind of stuff that setup. This is the kind of stuff that you do once in a while. Um, I've said you do once in a while. Um, I've said you do once in a while. Um, I've said before, you shouldn't be dealing with before, you shouldn't be dealing with before, you shouldn't be dealing with this unless you're specifically in this this unless you're specifically in this this unless you're specifically in this industry and you work for an agency and industry and you work for an agency and industry and you work for an agency and your job is deliverability. This is not your job is deliverability. This is not your job is deliverability. This is not something you should work with and deal something you should work with and deal something you should work with and deal with every week. This is something that with every week. This is something that with every week. This is something that you're doing on occasion. And again, you're doing on occasion. And again, you're doing on occasion. And again, it's something you want to keep an eye it's something you want to keep an eye it's something you want to keep an eye on just often enough to make sure that on just often enough to make sure that on just often enough to make sure that it's doing its job for you. The second

it's doing its job for you. The second it's doing its job for you. The second part of this is sender reputation. This part of this is sender reputation. This part of this is sender reputation. This is kind of like your domain rank with is kind of like your domain rank with is kind of like your domain rank with Google. Um, the idea here is that you Google. Um, the idea here is that you Google. Um, the idea here is that you have an IP and a domain reputation and have an IP and a domain reputation and have an IP and a domain reputation and that reputation is built based on all that reputation is built based on all that reputation is built based on all the sends that you've done and how the sends that you've done and how the sends that you've done and how people have responded to those sends. people have responded to those sends. people have responded to those sends. This means bounce rates, spam rates, This means bounce rates, spam rates, This means bounce rates, spam rates, engagement rates. These are all things engagement rates. These are all things engagement rates. These are all things that are going to influence your sender that are going to influence your sender that are going to influence your sender reputation. Um, it's not a perfect reputation. Um, it's not a perfect reputation. Um, it's not a perfect analog, but I like to think about domain analog, but I like to think about domain analog, but I like to think about domain rank as an analog because if you've ever rank as an analog because if you've ever rank as an analog because if you've ever spent any time trying to think about spent any time trying to think about spent any time trying to think about SEO, there's a lot of parallels around SEO, there's a lot of parallels around SEO, there's a lot of parallels around sender reputation and domain reputation sender reputation and domain reputation sender reputation and domain reputation when it comes to uh your domain rank. when it comes to uh your domain rank. when it comes to uh your domain rank. And then third, email content. You can't And then third, email content. You can't And then third, email content. You can't forget this. This is part of forget this. This is part of forget this. This is part of deliverability. This is one of the key deliverability. This is one of the key deliverability. This is one of the key things that spam filters look for. And things that spam filters look for. And things that spam filters look for. And so they look for trigger words. They so they look for trigger words. They so they look for trigger words. They look for uh this is well said text to look for uh this is well said text to look for uh this is well said text to image ratio um personalization. They're image ratio um personalization. They're image ratio um personalization. They're trying to make sure that the content trying to make sure that the content trying to make sure that the content that you're receiving looks like you that you're receiving looks like you that you're receiving looks like you should pay attention to it. And so these should pay attention to it. And so these should pay attention to it. And so these are really the three key things.

are really the three key things. are really the three key things. Technical reputation Technical reputation Technical reputation and content. And if you go left to right and content. And if you go left to right and content. And if you go left to right on the slide, it's it's essentially more on the slide, it's it's essentially more on the slide, it's it's essentially more deterministic to less deterministic. deterministic to less deterministic. deterministic to less deterministic. Technical setup is black and white. You Technical setup is black and white. You Technical setup is black and white. You either did it right or you didn't. Send either did it right or you didn't. Send either did it right or you didn't. Send a reputation. That's a bit of a gray a reputation. That's a bit of a gray a reputation. That's a bit of a gray area, right? That's about every single area, right? That's about every single area, right? That's about every single time you hit send, how does that time you hit send, how does that time you hit send, how does that reinforce or improve your reputation? reinforce or improve your reputation? reinforce or improve your reputation? And the content, this is going to be And the content, this is going to be And the content, this is going to be variable, right? Because everybody is variable, right? Because everybody is variable, right? Because everybody is going to send a different sequence, a going to send a different sequence, a going to send a different sequence, a different email content. And so, you different email content. And so, you different email content. And so, you want to make sure that whatever you're want to make sure that whatever you're want to make sure that whatever you're doing, you're at least capturing the doing, you're at least capturing the doing, you're at least capturing the core the core tenants of this particular core the core tenants of this particular core the core tenants of this particular piece and avoiding those. Um, you don't piece and avoiding those. Um, you don't piece and avoiding those. Um, you don't want your whole email copy to be want your whole email copy to be want your whole email copy to be determined by deliverability, but you determined by deliverability, but you determined by deliverability, but you want to think about deliverability when want to think about deliverability when want to think about deliverability when you're writing your email copy. Um, I you're writing your email copy. Um, I you're writing your email copy. Um, I think that's the right way to think think that's the right way to think think that's the right way to think about the in um the sort of importance about the in um the sort of importance about the in um the sort of importance of it. Um, Oliver, I'm curious your of it. Um, Oliver, I'm curious your of it. Um, Oliver, I'm curious your thoughts. Would you would you thoughts. Would you would you thoughts. Would you would you jump on that? Do you think you would say jump on that? Do you think you would say jump on that? Do you think you would say that differently or do you feel like that differently or do you feel like that differently or do you feel like that's exactly the right level of focus that's exactly the right level of focus that's exactly the right level of focus on this?

on this? on this? >> Yeah, I think it's the the exact right >> Yeah, I think it's the the exact right >> Yeah, I think it's the the exact right level of focus. I think if you do it level of focus. I think if you do it level of focus. I think if you do it right, it's not something you really right, it's not something you really right, it's not something you really need to be concerned with as you need to be concerned with as you need to be concerned with as you progress. It's something you check in progress. It's something you check in progress. It's something you check in once a month, once a quarter, assuming once a month, once a quarter, assuming once a month, once a quarter, assuming everything's looking the way it should. everything's looking the way it should. everything's looking the way it should. This is something once you do it once This is something once you do it once This is something once you do it once correctly, it lasts for a very long correctly, it lasts for a very long correctly, it lasts for a very long time. More often than not, several time. More often than not, several time. More often than not, several months up to a year, two years, three months up to a year, two years, three months up to a year, two years, three years. Um, it's just something that you years. Um, it's just something that you years. Um, it's just something that you regularly check, but it shouldn't be a regularly check, but it shouldn't be a regularly check, but it shouldn't be a stress. It shouldn't be a high level of stress. It shouldn't be a high level of stress. It shouldn't be a high level of concern. We kind of just want to lay the concern. We kind of just want to lay the concern. We kind of just want to lay the foundation and then you can scale up foundation and then you can scale up foundation and then you can scale up from there. from there. from there. >> Thank you. Well said. >> Thank you. Well said. >> Thank you. Well said. So, as Oliver mentioned, like what are So, as Oliver mentioned, like what are So, as Oliver mentioned, like what are the things that you can do to track this the things that you can do to track this the things that you can do to track this to figure out your health to make sure to figure out your health to make sure to figure out your health to make sure you're on the right track. So, the first you're on the right track. So, the first you're on the right track. So, the first thing open rate. Um, you should have a thing open rate. Um, you should have a thing open rate. Um, you should have a 30% plus open rate even for outreach. 30% plus open rate even for outreach. 30% plus open rate even for outreach. Um, if you're below 20%, like not only Um, if you're below 20%, like not only Um, if you're below 20%, like not only is that just poor performance, but it is that just poor performance, but it is that just poor performance, but it more likely is a deliverability andor a more likely is a deliverability andor a more likely is a deliverability andor a content issue. Um, content issue. Um, content issue. Um, those are not mutually exclusive. Those those are not mutually exclusive. Those those are not mutually exclusive. Those could both hurt you, but you definitely could both hurt you, but you definitely could both hurt you, but you definitely want to make sure that one that both of want to make sure that one that both of want to make sure that one that both of those are checked out. Um, number two is those are checked out. Um, number two is those are checked out. Um, number two is the bounce rate. Look, if you start to the bounce rate. Look, if you start to the bounce rate. Look, if you start to get above 2%, that's that's going to get above 2%, that's that's going to get above 2%, that's that's going to start creating a warning sign for uh, start creating a warning sign for uh, start creating a warning sign for uh, email service providers. And so you want email service providers. And so you want email service providers. And so you want your hard bounces um to be as far below your hard bounces um to be as far below your hard bounces um to be as far below that score as possible.

that score as possible. that score as possible. This is a hard signal. So a lot like the This is a hard signal. So a lot like the This is a hard signal. So a lot like the technical setup infrastructure stuff, technical setup infrastructure stuff, technical setup infrastructure stuff, bounce rate is a hard signal. It's a bounce rate is a hard signal. It's a bounce rate is a hard signal. It's a measurable signal. And so you can be measurable signal. And so you can be measurable signal. And so you can be certain that spam filters that ESPs are certain that spam filters that ESPs are certain that spam filters that ESPs are looking at this because if your bounce looking at this because if your bounce looking at this because if your bounce rate is too high, they definitely are. rate is too high, they definitely are. rate is too high, they definitely are. It's it's a definite suggestion that It's it's a definite suggestion that It's it's a definite suggestion that you're doing something wrong because you're doing something wrong because you're doing something wrong because you're sending too many emails to people you're sending too many emails to people you're sending too many emails to people who aren't responding, who aren't there. who aren't responding, who aren't there. who aren't responding, who aren't there. And if you're doing that, that's a And if you're doing that, that's a And if you're doing that, that's a really clear signal of spam and that's really clear signal of spam and that's really clear signal of spam and that's the piece that you want to avoid. Um, the piece that you want to avoid. Um, the piece that you want to avoid. Um, the other is the spam complaint rate. the other is the spam complaint rate. the other is the spam complaint rate. Um, hard bounce is a sort of Um, hard bounce is a sort of Um, hard bounce is a sort of nonresponse, right? But spam complaint nonresponse, right? But spam complaint nonresponse, right? But spam complaint is a legitimate response. That's is a legitimate response. That's is a legitimate response. That's somebody submitting you as spam. Um, you somebody submitting you as spam. Um, you somebody submitting you as spam. Um, you want to keep this even lower than 1%. want to keep this even lower than 1%. want to keep this even lower than 1%. like this needs to be a fraction of a like this needs to be a fraction of a like this needs to be a fraction of a percent. Uh 0.1 is really the threshold. percent. Uh 0.1 is really the threshold. percent. Uh 0.1 is really the threshold. As soon as you start to get above 0.3% As soon as you start to get above 0.3% As soon as you start to get above 0.3% for spam complaints, you're going to for spam complaints, you're going to for spam complaints, you're going to start to see some throttling. You're start to see some throttling. You're start to see some throttling. You're going to start to see some inbox issues.

going to start to see some inbox issues. going to start to see some inbox issues. Blacklisting could occur. Um and I'll be Blacklisting could occur. Um and I'll be Blacklisting could occur. Um and I'll be honest, like number two and number three honest, like number two and number three honest, like number two and number three are a really good example of why if are a really good example of why if are a really good example of why if you're new to this, you should not use you're new to this, you should not use you're new to this, you should not use your primary domain. It's easy to make a your primary domain. It's easy to make a your primary domain. It's easy to make a mistake when you're doing this in the mistake when you're doing this in the mistake when you're doing this in the early days. And the problem is early days. And the problem is early days. And the problem is if you hurt it, it's going to be hurt if you hurt it, it's going to be hurt if you hurt it, it's going to be hurt for a long time. You're going to have to for a long time. You're going to have to for a long time. You're going to have to do a lot of work to try to recover the do a lot of work to try to recover the do a lot of work to try to recover the reputation of that domain. And so you reputation of that domain. And so you reputation of that domain. And so you want to try like this is why we kind of want to try like this is why we kind of want to try like this is why we kind of harp in our documentation in various harp in our documentation in various harp in our documentation in various places about making sure you're trying places about making sure you're trying places about making sure you're trying to use secondary domains. it becomes a to use secondary domains. it becomes a to use secondary domains. it becomes a really important failsafe metric uh really important failsafe metric uh really important failsafe metric uh measurement or um really it becomes an measurement or um really it becomes an measurement or um really it becomes an important failsafe implementation step important failsafe implementation step important failsafe implementation step that you can take to kind of give that you can take to kind of give that you can take to kind of give yourself some extra protection. Now the yourself some extra protection. Now the yourself some extra protection. Now the other metric is inbox placement. Um this other metric is inbox placement. Um this other metric is inbox placement. Um this should be above 95%. Like you want to should be above 95%. Like you want to should be above 95%. Like you want to make sure that the majority the vast make sure that the majority the vast make sure that the majority the vast majority are reaching the actual inbox. majority are reaching the actual inbox. majority are reaching the actual inbox. If it's below 95% it means you have an If it's below 95% it means you have an If it's below 95% it means you have an issue. Um there's probably a lead data issue. Um there's probably a lead data issue. Um there's probably a lead data problem. you might have some problem. you might have some problem. you might have some infrastructure deliverability issues.

infrastructure deliverability issues. infrastructure deliverability issues. Um, but it's something you want to Um, but it's something you want to Um, but it's something you want to investigate straight away. So these investigate straight away. So these investigate straight away. So these metrics are critical. Um, but again, metrics are critical. Um, but again, metrics are critical. Um, but again, like anything, metrics are after the like anything, metrics are after the like anything, metrics are after the fact, right? So the first part is making fact, right? So the first part is making fact, right? So the first part is making sure you're following the rules in the sure you're following the rules in the sure you're following the rules in the beginning and then use the metrics to beginning and then use the metrics to beginning and then use the metrics to make sure you're maintaining that. Don't make sure you're maintaining that. Don't make sure you're maintaining that. Don't use the metrics to tell you whether or use the metrics to tell you whether or use the metrics to tell you whether or not it's time to be safer or to take not it's time to be safer or to take not it's time to be safer or to take some additional uh measures for your own some additional uh measures for your own some additional uh measures for your own sort of reputation and safety. Uh, you sort of reputation and safety. Uh, you sort of reputation and safety. Uh, you want to do that from the beginning. and want to do that from the beginning. and want to do that from the beginning. and your metrics are there to make sure that your metrics are there to make sure that your metrics are there to make sure that nothing bad goes happens or goes nothing bad goes happens or goes nothing bad goes happens or goes sideways or you catch it early. sideways or you catch it early. sideways or you catch it early. Um, this is actually a quote uh from one Um, this is actually a quote uh from one Um, this is actually a quote uh from one of our users. Uh, when you're sending of our users. Uh, when you're sending of our users. Uh, when you're sending outreach emails, you really want to outreach emails, you really want to outreach emails, you really want to prevent and minimize the number of prevent and minimize the number of prevent and minimize the number of bounces. Like this is just a key thing. bounces. Like this is just a key thing. bounces. Like this is just a key thing. Um, Um, Um, it's one of those, look, it's one of it's one of those, look, it's one of it's one of those, look, it's one of those things where you're just saying to those things where you're just saying to those things where you're just saying to yourself, I want to do everything I can yourself, I want to do everything I can yourself, I want to do everything I can to avoid this because if I start getting to avoid this because if I start getting to avoid this because if I start getting too high above the threshold, it's going too high above the threshold, it's going too high above the threshold, it's going to be problematic. Um, I can't to be problematic. Um, I can't to be problematic. Um, I can't underscore enough how important it is, underscore enough how important it is, underscore enough how important it is, but also you don't have to think about but also you don't have to think about but also you don't have to think about it all the time. You need to think about it all the time. You need to think about it all the time. You need to think about it upfront and then keep adhering to the it upfront and then keep adhering to the it upfront and then keep adhering to the rules on an ongoing basis to diminish rules on an ongoing basis to diminish rules on an ongoing basis to diminish the importance of this. Um, look, most the importance of this. Um, look, most the importance of this. Um, look, most of us when we hit an issue are operating of us when we hit an issue are operating of us when we hit an issue are operating in the blind for a while. Uh, we don't in the blind for a while. Uh, we don't in the blind for a while. Uh, we don't know why the emails aren't working. And know why the emails aren't working. And know why the emails aren't working. And so that's partly because of this next so that's partly because of this next so that's partly because of this next section, which is deliverability is a section, which is deliverability is a section, which is deliverability is a blackbox.

blackbox. blackbox. um what are the kinds of things that um what are the kinds of things that um what are the kinds of things that you're what indicates that this is a you're what indicates that this is a you're what indicates that this is a black box? So when you hear people say black box? So when you hear people say black box? So when you hear people say I'm sending emails, I'm getting almost I'm sending emails, I'm getting almost I'm sending emails, I'm getting almost no replies. Um my open rates no replies. Um my open rates no replies. Um my open rates were at a certain number and now they're were at a certain number and now they're were at a certain number and now they're way below. I was, you know, consistently way below. I was, you know, consistently way below. I was, you know, consistently at 30% open rate and now I'm suddenly at at 30% open rate and now I'm suddenly at at 30% open rate and now I'm suddenly at like 1920. like 1920. like 1920. When you hear I built a list of 500 When you hear I built a list of 500 When you hear I built a list of 500 people, I've sent it. Nobody responded. people, I've sent it. Nobody responded. people, I've sent it. Nobody responded. I got zero responses or I sent thousands I got zero responses or I sent thousands I got zero responses or I sent thousands of emails and here is my really high of emails and here is my really high of emails and here is my really high bounce number or outreach just doesn't bounce number or outreach just doesn't bounce number or outreach just doesn't work for us. Like these are things that work for us. Like these are things that work for us. Like these are things that you're going to hear, things that you you're going to hear, things that you you're going to hear, things that you may have said, things you may feel and may have said, things you may feel and may have said, things you may feel and this is what's really potentially going this is what's really potentially going this is what's really potentially going on that's impacting that. It's possible on that's impacting that. It's possible on that's impacting that. It's possible you're sending domains not authenticated you're sending domains not authenticated you're sending domains not authenticated properly. Um you've got some key setting properly. Um you've got some key setting properly. Um you've got some key setting missing. Um maybe you're just sending missing. Um maybe you're just sending missing. Um maybe you're just sending too many emails from a brand new too many emails from a brand new too many emails from a brand new account. That can also get you in account. That can also get you in account. That can also get you in trouble. um you're sending too many trouble. um you're sending too many trouble. um you're sending too many emails from a single account. That can emails from a single account. That can emails from a single account. That can also get you in trouble. You've got a also get you in trouble. You've got a also get you in trouble. You've got a lot of unsubscribes. Uh you haven't lot of unsubscribes. Uh you haven't lot of unsubscribes. Uh you haven't verified your leads. Like it's very verified your leads. Like it's very verified your leads. Like it's very possible, especially with the amount of possible, especially with the amount of possible, especially with the amount of fluctuation we have going economic fluctuation we have going economic fluctuation we have going economic economically across the world. That list economically across the world. That list economically across the world. That list is changing faster than it's ever is changing faster than it's ever is changing faster than it's ever changed before. So like you might be changed before. So like you might be changed before. So like you might be sending too many emails to the wrong sending too many emails to the wrong sending too many emails to the wrong people or to unverified leads. Um, this people or to unverified leads. Um, this people or to unverified leads. Um, this is a technical thing that you can that is a technical thing that you can that is a technical thing that you can that you can actually manage and avoid or you can actually manage and avoid or you can actually manage and avoid or you're using HTML formatted emails which you're using HTML formatted emails which you're using HTML formatted emails which pretty regularly will trigger uh spam

pretty regularly will trigger uh spam pretty regularly will trigger uh spam filters or they're automatically going filters or they're automatically going filters or they're automatically going to get put in the promotions category in to get put in the promotions category in to get put in the promotions category in most people's inboxes. And keep in mind most people's inboxes. And keep in mind most people's inboxes. And keep in mind the inbox is the key. The inbox is the the inbox is the key. The inbox is the the inbox is the key. The inbox is the place that you want to be. other like place that you want to be. other like place that you want to be. other like this is supposed to be, you know, me and this is supposed to be, you know, me and this is supposed to be, you know, me and Oliver reaching out to each other Oliver reaching out to each other Oliver reaching out to each other blindly and trying to start a business blindly and trying to start a business blindly and trying to start a business conversation. An HTML email largely gets conversation. An HTML email largely gets conversation. An HTML email largely gets in the way of that and doesn't really in the way of that and doesn't really in the way of that and doesn't really match up with that idea. And so that's match up with that idea. And so that's match up with that idea. And so that's one of the fastest ways to get to get one of the fastest ways to get to get one of the fastest ways to get to get flagged. Got a lot of data to point out flagged. Got a lot of data to point out flagged. Got a lot of data to point out that that's actually true. And sometimes that that's actually true. And sometimes that that's actually true. And sometimes it's just because you're using spammy it's just because you're using spammy it's just because you're using spammy language. Um there's good directories language. Um there's good directories language. Um there's good directories around what spammy language looks like. around what spammy language looks like. around what spammy language looks like. You should just, you know, read that, You should just, you know, read that, You should just, you know, read that, Google it, chat GPT it. But like this is Google it, chat GPT it. But like this is Google it, chat GPT it. But like this is another key thing. These are all the another key thing. These are all the another key thing. These are all the things that could be impacting you. things that could be impacting you. things that could be impacting you. 4% of emails going straight to junk. 4% of emails going straight to junk. 4% of emails going straight to junk. Like this is this is not uncommon. Um Like this is this is not uncommon. Um Like this is this is not uncommon. Um our goal obviously at Hunter is to not our goal obviously at Hunter is to not our goal obviously at Hunter is to not only give you the information but also only give you the information but also only give you the information but also to continue to build features into the to continue to build features into the to continue to build features into the tool set to help you avoid uh getting in tool set to help you avoid uh getting in tool set to help you avoid uh getting in trouble in this area.

trouble in this area. trouble in this area. So, let's talk a little bit about So, let's talk a little bit about So, let's talk a little bit about what we're going to do to show you what we're going to do to show you what we're going to do to show you uh deliverability. And I think with uh deliverability. And I think with uh deliverability. And I think with that, sorry, it's just the clicking is that, sorry, it's just the clicking is that, sorry, it's just the clicking is not working. Oliver, there we go. Take not working. Oliver, there we go. Take not working. Oliver, there we go. Take it away. Let's talk about domain and it away. Let's talk about domain and it away. Let's talk about domain and sending infrastructure. sending infrastructure. sending infrastructure. >> Yeah, perfect. I appreciate the setup. >> Yeah, perfect. I appreciate the setup. >> Yeah, perfect. I appreciate the setup. But before we jump into the specifics of But before we jump into the specifics of But before we jump into the specifics of kind of how we make this all work and we kind of how we make this all work and we kind of how we make this all work and we protect ourselves, I do want to wrap up protect ourselves, I do want to wrap up protect ourselves, I do want to wrap up a few points that Matt was talking a few points that Matt was talking a few points that Matt was talking about. There's always going to be about. There's always going to be about. There's always going to be things to consider when you're sending things to consider when you're sending things to consider when you're sending outbound email. For example, Matt put outbound email. For example, Matt put outbound email. For example, Matt put out a point. All of us have said at one out a point. All of us have said at one out a point. All of us have said at one point in time, I've said it, outbound point in time, I've said it, outbound point in time, I've said it, outbound email just doesn't work for my business. email just doesn't work for my business. email just doesn't work for my business. I I've said that multiple times and I I I've said that multiple times and I I I've said that multiple times and I send thousands of emails a day across send thousands of emails a day across send thousands of emails a day across dozens multiple dozens of accounts. dozens multiple dozens of accounts. dozens multiple dozens of accounts. There's always that kind of just in the There's always that kind of just in the There's always that kind of just in the back of your mind what's going wrong. back of your mind what's going wrong. back of your mind what's going wrong. But once you figure out how to But once you figure out how to But once you figure out how to troubleshoot and protect yourself and troubleshoot and protect yourself and troubleshoot and protect yourself and kind of stop that happening, then it's kind of stop that happening, then it's kind of stop that happening, then it's not a concern anymore. You figure out not a concern anymore. You figure out not a concern anymore. You figure out email does work. Then once you figure email does work. Then once you figure email does work. Then once you figure out what's working, you can scale it up.

out what's working, you can scale it up. out what's working, you can scale it up. So once you give yourself that strong So once you give yourself that strong So once you give yourself that strong foundation, yes, there might be cracks foundation, yes, there might be cracks foundation, yes, there might be cracks here and there, but that's going to be here and there, but that's going to be here and there, but that's going to be the same thing with anything in any the same thing with anything in any the same thing with anything in any business. But once you figure out how to business. But once you figure out how to business. But once you figure out how to fix it, how to troubleshoot, then you fix it, how to troubleshoot, then you fix it, how to troubleshoot, then you can figure out how to make it work. And can figure out how to make it work. And can figure out how to make it work. And that's kind of what we're we're going to that's kind of what we're we're going to that's kind of what we're we're going to jump into these next sections. So domain jump into these next sections. So domain jump into these next sections. So domain and sending infrastructure, this is and sending infrastructure, this is and sending infrastructure, this is going to be our foundation essentially. going to be our foundation essentially. going to be our foundation essentially. So Matt kind of touched on it. When you So Matt kind of touched on it. When you So Matt kind of touched on it. When you have a what is a domain and what is have a what is a domain and what is have a what is a domain and what is sending infrastructure to begin with. So sending infrastructure to begin with. So sending infrastructure to begin with. So emails coming from sender aka your emails coming from sender aka your emails coming from sender aka your website. So hunter.io and your domain is website. So hunter.io and your domain is website. So hunter.io and your domain is hunter.io. hunter.io. hunter.io. You do not want to be sending from your You do not want to be sending from your You do not want to be sending from your main domain. And what that looks like, main domain. And what that looks like, main domain. And what that looks like, we've got a visual here on the slide. we've got a visual here on the slide. we've got a visual here on the slide. We've got hunter.io at the top of the We've got hunter.io at the top of the We've got hunter.io at the top of the pyramid. And then the subdomains are pyramid. And then the subdomains are pyramid. And then the subdomains are gohunter.io and gothunter.io. gohunter.io and gothunter.io. gohunter.io and gothunter.io. And the reason you do that is because And the reason you do that is because And the reason you do that is because one, it allows you to create multiple one, it allows you to create multiple one, it allows you to create multiple email accounts under each subdomain, but email accounts under each subdomain, but email accounts under each subdomain, but it allows you to scale it up without it allows you to scale it up without it allows you to scale it up without risking your main domain. So I know when risking your main domain. So I know when risking your main domain. So I know when we talk about technical things like we talk about technical things like we talk about technical things like this, it can be a bit overwhelming. So this, it can be a bit overwhelming. So this, it can be a bit overwhelming. So I'll try to tie it to real life I'll try to tie it to real life I'll try to tie it to real life examples. So it's a little bit easier to examples. So it's a little bit easier to examples. So it's a little bit easier to grasp. If you're running a sports team, grasp. If you're running a sports team, grasp. If you're running a sports team, Hunter.io is going to be your star Hunter.io is going to be your star Hunter.io is going to be your star player. You don't want them to play player. You don't want them to play player. You don't want them to play every rep, every position, every minute every rep, every position, every minute every rep, every position, every minute of every game. You want to surround them of every game. You want to surround them of every game. You want to surround them with role players. So as you continue to with role players. So as you continue to with role players. So as you continue to progress into the season, the main progress into the season, the main progress into the season, the main player doesn't get hurt because if the player doesn't get hurt because if the player doesn't get hurt because if the main player gets hurt, the season's main player gets hurt, the season's main player gets hurt, the season's pretty much over. So you want to give

pretty much over. So you want to give pretty much over. So you want to give them role players to kind of limit their them role players to kind of limit their them role players to kind of limit their use and add in a little bit added help use and add in a little bit added help use and add in a little bit added help to the to the rest of the team. So to the to the rest of the team. So to the to the rest of the team. So that's what the subdomains come in and that's what the subdomains come in and that's what the subdomains come in and do. So we're allowed to scale up the do. So we're allowed to scale up the do. So we're allowed to scale up the subdomains. We can buy multiple subdomains. We can buy multiple subdomains. We can buy multiple subdomains. You can buy three subdomains. You can buy three subdomains. You can buy three subdomains, you can buy 10, you can buy subdomains, you can buy 10, you can buy subdomains, you can buy 10, you can buy 100. So it kind of depends how much 100. So it kind of depends how much 100. So it kind of depends how much outreach you're trying to do. And then outreach you're trying to do. And then outreach you're trying to do. And then that way as we continue to scale that way as we continue to scale that way as we continue to scale outreach, just in case we do have a outreach, just in case we do have a outreach, just in case we do have a crack in our fort, we haven't completely crack in our fort, we haven't completely crack in our fort, we haven't completely set up the infrastructure in the right set up the infrastructure in the right set up the infrastructure in the right way or just over time it catches up to way or just over time it catches up to way or just over time it catches up to itself, we have a protection from our itself, we have a protection from our itself, we have a protection from our main domain. So hunter.io IO is never at main domain. So hunter.io IO is never at main domain. So hunter.io IO is never at risk. We're risking a subdomain that risk. We're risking a subdomain that risk. We're risking a subdomain that cost maybe a couple hundred bucks to get cost maybe a couple hundred bucks to get cost maybe a couple hundred bucks to get set up. So that that's the best way to set up. So that that's the best way to set up. So that that's the best way to protect yourself is make sure you have protect yourself is make sure you have protect yourself is make sure you have subdomains and email accounts under subdomains and email accounts under subdomains and email accounts under those subdomains that you're using for those subdomains that you're using for those subdomains that you're using for your outbound. And then what another your outbound. And then what another your outbound. And then what another kind of best practice tip is, for kind of best practice tip is, for kind of best practice tip is, for example, hunter.io is the main domain example, hunter.io is the main domain example, hunter.io is the main domain and you can see the subdomains are and you can see the subdomains are and you can see the subdomains are gohunter.io or gothunter.io. We're not gohunter.io or gothunter.io. We're not gohunter.io or gothunter.io. We're not just making up some random name to start just making up some random name to start just making up some random name to start sending emails with. It's not email sending emails with. It's not email sending emails with. It's not email prospecting.io.

prospecting.io. prospecting.io. It's not outbound outbound messaging.io. It's not outbound outbound messaging.io. It's not outbound outbound messaging.io. No, they're close enough to the main No, they're close enough to the main No, they're close enough to the main domain because a lot of systems now domain because a lot of systems now domain because a lot of systems now you're able to set up a forwarding you're able to set up a forwarding you're able to set up a forwarding domain. So if they type in gohunter.io, domain. So if they type in gohunter.io, domain. So if they type in gohunter.io, you'll actually still end up on the you'll actually still end up on the you'll actually still end up on the hunter.io website without it being hunter.io website without it being hunter.io website without it being directly linked from a sending domain directly linked from a sending domain directly linked from a sending domain perspective. So best practice, make your perspective. So best practice, make your perspective. So best practice, make your subdomain as close or as relevant to subdomain as close or as relevant to subdomain as close or as relevant to your main domain as possible. And then your main domain as possible. And then your main domain as possible. And then that's also going to allow you to scale that's also going to allow you to scale that's also going to allow you to scale it up without risking the main domain. >> So before you before you move on from >> So before you before you move on from that, I just want to high I I just want that, I just want to high I I just want that, I just want to high I I just want to double click on that. If if anybody to double click on that. If if anybody to double click on that. If if anybody is glossing over this, like I really is glossing over this, like I really is glossing over this, like I really want to call your attention to this want to call your attention to this want to call your attention to this slide. This is critically important. slide. This is critically important. slide. This is critically important. your prospects, your recipients are your prospects, your recipients are your prospects, your recipients are going to look at the email domain and going to look at the email domain and going to look at the email domain and are very very likely going to Google or are very very likely going to Google or are very very likely going to Google or ask chat GPT about that domain. This is ask chat GPT about that domain. This is ask chat GPT about that domain. This is a brand impression. You know, you a brand impression. You know, you a brand impression. You know, you wouldn't put an ad out there and put wouldn't put an ad out there and put wouldn't put an ad out there and put some random name on it. You'd want to some random name on it. You'd want to some random name on it. You'd want to make sure that the people who saw it make sure that the people who saw it make sure that the people who saw it associate that with your brand. This is associate that with your brand. This is associate that with your brand. This is no different. You want to make sure that no different. You want to make sure that no different. You want to make sure that if somebody looks at it, they see the if somebody looks at it, they see the if somebody looks at it, they see the name and you get not only the brand name and you get not only the brand name and you get not only the brand impression, but you get a little more impression, but you get a little more impression, but you get a little more trust from that. The the random domain trust from that. The the random domain trust from that. The the random domain thing is is hurting more that it's thing is is hurting more that it's thing is is hurting more that it's helping helping helping >> 100%.

>> 100%. >> 100%. Yeah, it treat that like an extension of Yeah, it treat that like an extension of Yeah, it treat that like an extension of your business. Don't kind of don't don't your business. Don't kind of don't don't your business. Don't kind of don't don't treat it loosely. And that kind of comes treat it loosely. And that kind of comes treat it loosely. And that kind of comes to the next slide of free mail versus a to the next slide of free mail versus a to the next slide of free mail versus a business subdomain. So what is free? business subdomain. So what is free? business subdomain. So what is free? That could be mattgmail.com, That could be mattgmail.com, That could be mattgmail.com, mattyahoo.com, mattoutlook.com. Versus a mattyahoo.com, mattoutlook.com. Versus a mattyahoo.com, mattoutlook.com. Versus a subdomain, it's [email protected]. subdomain, it's [email protected]. subdomain, it's [email protected]. It really adds that level of It really adds that level of It really adds that level of credibility, that level of trust that credibility, that level of trust that credibility, that level of trust that you don't get from a free mail. So, it you don't get from a free mail. So, it you don't get from a free mail. So, it is worth investing a little bit extra to is worth investing a little bit extra to is worth investing a little bit extra to create a business subdomain. And when create a business subdomain. And when create a business subdomain. And when you use a business subdomain, you'll you use a business subdomain, you'll you use a business subdomain, you'll increase email reply rates by 108% increase email reply rates by 108% increase email reply rates by 108% backed by Hunter's data. So, when you do backed by Hunter's data. So, when you do backed by Hunter's data. So, when you do that, like I said, it's just an that, like I said, it's just an that, like I said, it's just an extension of your business. It's trust. extension of your business. It's trust. extension of your business. It's trust. It's credibility. It's social proof. It's credibility. It's social proof. It's credibility. It's social proof. It's kind of all of the above. It really It's kind of all of the above. It really It's kind of all of the above. It really just enhances the recipient's just enhances the recipient's just enhances the recipient's perspective of you. Makes them much more perspective of you. Makes them much more perspective of you. Makes them much more likely to respond to your email. Okay. So, now we get into the the fun Okay. So, now we get into the the fun stuff, the the technical setup of how to stuff, the the technical setup of how to stuff, the the technical setup of how to set up your subdomains. So, what exactly set up your subdomains. So, what exactly set up your subdomains. So, what exactly do we need to know about our subdomains?

do we need to know about our subdomains? do we need to know about our subdomains? There are four key points here. We'll There are four key points here. We'll There are four key points here. We'll call them checkpoints for now. So as call them checkpoints for now. So as call them checkpoints for now. So as you're setting up your infrastructure, you're setting up your infrastructure, you're setting up your infrastructure, when you send an outbound domain, when you send an outbound domain, when you send an outbound domain, Google, Outlook, any kind of recipient Google, Outlook, any kind of recipient Google, Outlook, any kind of recipient sending platform is going to be checking sending platform is going to be checking sending platform is going to be checking these four checkpoints. And this is these four checkpoints. And this is these four checkpoints. And this is essentially going to from their essentially going to from their essentially going to from their perspective either verify you as a perspective either verify you as a perspective either verify you as a credible sender or they're going to credible sender or they're going to credible sender or they're going to reject you at the gate. So for sender reject you at the gate. So for sender reject you at the gate. So for sender policy framework, SPF, at a very simple policy framework, SPF, at a very simple policy framework, SPF, at a very simple level, your emails look like they're level, your emails look like they're level, your emails look like they're coming from a stranger's account even coming from a stranger's account even coming from a stranger's account even when they're not. So, let's say we're when they're not. So, let's say we're when they're not. So, let's say we're sending to a Gmail inbox. Gmail inbox is sending to a Gmail inbox. Gmail inbox is sending to a Gmail inbox. Gmail inbox is going to have security at the door, going to have security at the door, going to have security at the door, we'll call it. If you're not on the we'll call it. If you're not on the we'll call it. If you're not on the guest list for that party, you're not guest list for that party, you're not guest list for that party, you're not getting into the party, no matter how getting into the party, no matter how getting into the party, no matter how hard you try. These aren't optional. You hard you try. These aren't optional. You hard you try. These aren't optional. You do need all four in place. So, for SPF, do need all four in place. So, for SPF, do need all four in place. So, for SPF, like I said, treat it like it's the the like I said, treat it like it's the the like I said, treat it like it's the the bouncer at an inbox. If you're not on bouncer at an inbox. If you're not on bouncer at an inbox. If you're not on their guest list, you're not getting in. their guest list, you're not getting in. their guest list, you're not getting in. Then, domain keys identified mail. So Then, domain keys identified mail. So Then, domain keys identified mail. So this is DKIM.

this is DKIM. this is DKIM. Once again, in simple English, it's Once again, in simple English, it's Once again, in simple English, it's gonna inbox providers can't verify your gonna inbox providers can't verify your gonna inbox providers can't verify your email wasn't tampered with in transit. email wasn't tampered with in transit. email wasn't tampered with in transit. So when you send it versus when it's So when you send it versus when it's So when you send it versus when it's received, make sure it's all good. Um, received, make sure it's all good. Um, received, make sure it's all good. Um, good analogy for this. Matt's from New good analogy for this. Matt's from New good analogy for this. Matt's from New England, right? So if you're going to a England, right? So if you're going to a England, right? So if you're going to a New England Patriots football game, the New England Patriots football game, the New England Patriots football game, the the refs might want to make sure the the refs might want to make sure the the refs might want to make sure the football's not tampered with between football's not tampered with between football's not tampered with between pregame and kickoff. So to make sure pregame and kickoff. So to make sure pregame and kickoff. So to make sure that's all good. So, we've got our that's all good. So, we've got our that's all good. So, we've got our security at the door. We've got somebody security at the door. We've got somebody security at the door. We've got somebody making sure the email or the game ball making sure the email or the game ball making sure the email or the game ball isn't tampered with. That brings us to isn't tampered with. That brings us to isn't tampered with. That brings us to Demar. So, that's domainbased message Demar. So, that's domainbased message Demar. So, that's domainbased message authentification. So, Demar in general, authentification. So, Demar in general, authentification. So, Demar in general, it's without this, anyone can it's without this, anyone can it's without this, anyone can impersonate your domain and inbox impersonate your domain and inbox impersonate your domain and inbox providers need to know what to do. So if providers need to know what to do. So if providers need to know what to do. So if you've set up your SPF correctly, you've you've set up your SPF correctly, you've you've set up your SPF correctly, you've set up your DK IM correctly, what Demar set up your DK IM correctly, what Demar set up your DK IM correctly, what Demar breaks down to is if somebody is caught breaks down to is if somebody is caught breaks down to is if somebody is caught impersonating you or your subdomain or impersonating you or your subdomain or impersonating you or your subdomain or your main domain, Demar determines what your main domain, Demar determines what your main domain, Demar determines what happens to them. So do they get happens to them. So do they get happens to them. So do they get rejected? Do they get quarantined? It rejected? Do they get quarantined? It rejected? Do they get quarantined? It kind of just sets a rulebook for the kind of just sets a rulebook for the kind of just sets a rulebook for the impersonators. So Google, Outlook, the impersonators. So Google, Outlook, the impersonators. So Google, Outlook, the the email senders know what to do if a the email senders know what to do if a the email senders know what to do if a check fails. Then Mail Exchange, MX, check fails. Then Mail Exchange, MX, check fails. Then Mail Exchange, MX, it's when you're not receiving replies, it's when you're not receiving replies, it's when you're not receiving replies, it's possible that this is an issue. So it's possible that this is an issue. So it's possible that this is an issue. So if I need for whatever reason, have to if I need for whatever reason, have to if I need for whatever reason, have to have a bunch of people send me letters have a bunch of people send me letters have a bunch of people send me letters in real life. If I give them the wrong in real life. If I give them the wrong in real life. If I give them the wrong address, I'm not going to receive those

address, I'm not going to receive those address, I'm not going to receive those letters, it's pretty much the same thing letters, it's pretty much the same thing letters, it's pretty much the same thing here, just from a a digital standpoint. here, just from a a digital standpoint. here, just from a a digital standpoint. So if you don't have your mail exchange So if you don't have your mail exchange So if you don't have your mail exchange set up correctly, you're not going to be set up correctly, you're not going to be set up correctly, you're not going to be receiving replies, even if people are receiving replies, even if people are receiving replies, even if people are responding to you because they're responding to you because they're responding to you because they're sending it to the wrong address. Now, I know I went through that somewhat Now, I know I went through that somewhat quickly, but Matt, do you want to jump quickly, but Matt, do you want to jump quickly, but Matt, do you want to jump in provide a little bit more context, or in provide a little bit more context, or in provide a little bit more context, or do you think I covered it pretty well? do you think I covered it pretty well? do you think I covered it pretty well? Do you want to go through your whole Do you want to go through your whole Do you want to go through your whole metaphor? If this SPF is the bouncer, metaphor? If this SPF is the bouncer, metaphor? If this SPF is the bouncer, then is DKM like the ID and Dark is like then is DKM like the ID and Dark is like then is DKM like the ID and Dark is like a a note that says you're allowed to get a a note that says you're allowed to get a a note that says you're allowed to get in and like like you want to you want to in and like like you want to you want to in and like like you want to you want to lock that whole metaphor down. lock that whole metaphor down. lock that whole metaphor down. >> Yeah. Yeah. So, I think the the bouncer >> Yeah. Yeah. So, I think the the bouncer >> Yeah. Yeah. So, I think the the bouncer analogy just came back to SPF. So, the analogy just came back to SPF. So, the analogy just came back to SPF. So, the essentially when you show up to let's essentially when you show up to let's essentially when you show up to let's say I'm sending you an email, Matt, if I say I'm sending you an email, Matt, if I say I'm sending you an email, Matt, if I showed up to your inbox, Google's going showed up to your inbox, Google's going showed up to your inbox, Google's going to try to verify me. Outlook's going to to try to verify me. Outlook's going to to try to verify me. Outlook's going to try to verify me. Um, as I arrive at try to verify me. Um, as I arrive at try to verify me. Um, as I arrive at your inbox, they're going to check that your inbox, they're going to check that your inbox, they're going to check that I'm authorized to send emails. I'm good I'm authorized to send emails. I'm good I'm authorized to send emails. I'm good to go. I'm not some crazy person.

to go. I'm not some crazy person. to go. I'm not some crazy person. They're going to they're going to check They're going to they're going to check They're going to they're going to check me at the door. And if I'm good to go me at the door. And if I'm good to go me at the door. And if I'm good to go through the door, if I'm on the list of through the door, if I'm on the list of through the door, if I'm on the list of verified senders, then I'm good. You'll verified senders, then I'm good. You'll verified senders, then I'm good. You'll receive my email. If I'm not, if SPF receive my email. If I'm not, if SPF receive my email. If I'm not, if SPF isn't set up correctly, they don't know isn't set up correctly, they don't know isn't set up correctly, they don't know who I am, where this email is coming who I am, where this email is coming who I am, where this email is coming from. They're going to reject my email. from. They're going to reject my email. from. They're going to reject my email. I'm not going to land in your inbox. I'm not going to land in your inbox. I'm not going to land in your inbox. >> It's a whole lot of checks, but I get >> It's a whole lot of checks, but I get >> It's a whole lot of checks, but I get it. Thank you, Oliver. it. Thank you, Oliver. it. Thank you, Oliver. >> Yeah. Yeah. No, I know. And it's a >> Yeah. Yeah. No, I know. And it's a >> Yeah. Yeah. No, I know. And it's a little complex. That's why if we do this little complex. That's why if we do this little complex. That's why if we do this once, we pay attention to it. It becomes once, we pay attention to it. It becomes once, we pay attention to it. It becomes our foundation. We do not want this to our foundation. We do not want this to our foundation. We do not want this to be top of mind every day as we're be top of mind every day as we're be top of mind every day as we're sending outbound email. We set up sending outbound email. We set up sending outbound email. We set up correctly. We don't have to worry about correctly. We don't have to worry about correctly. We don't have to worry about it for months on end. So, and then with it for months on end. So, and then with it for months on end. So, and then with DKIM, yeah, very straightforward. It DKIM, yeah, very straightforward. It DKIM, yeah, very straightforward. It just adds at a technical level, it adds just adds at a technical level, it adds just adds at a technical level, it adds a signature to every email and verifies a signature to every email and verifies a signature to every email and verifies your authenticity. Then at a technical your authenticity. Then at a technical your authenticity. Then at a technical level for Demark in the bottom left, it level for Demark in the bottom left, it level for Demark in the bottom left, it tells inbox providers what to do if SPF tells inbox providers what to do if SPF tells inbox providers what to do if SPF or DKIM checks fail. So like I said, or DKIM checks fail. So like I said, or DKIM checks fail. So like I said, quarantine your email, reject your quarantine your email, reject your quarantine your email, reject your email, then mail exchange, it routes email, then mail exchange, it routes email, then mail exchange, it routes your incoming mail and must be your incoming mail and must be your incoming mail and must be configured even on out outbound only configured even on out outbound only configured even on out outbound only sending domains.

>> And the provider of your subdomain does >> And the provider of your subdomain does matter. So the two main kind of Goliaths matter. So the two main kind of Goliaths matter. So the two main kind of Goliaths in this space, it's going to be Google in this space, it's going to be Google in this space, it's going to be Google Workspace and Microsoft 365. So when you Workspace and Microsoft 365. So when you Workspace and Microsoft 365. So when you send from Google Workspace, your account send from Google Workspace, your account send from Google Workspace, your account reply rates actually increase to 5.9%. reply rates actually increase to 5.9%. reply rates actually increase to 5.9%. Versus Microsoft accounts 4%. So if Versus Microsoft accounts 4%. So if Versus Microsoft accounts 4%. So if you're sending outbound in your you're sending outbound in your you're sending outbound in your day-to-day, we do recommend Google day-to-day, we do recommend Google day-to-day, we do recommend Google Workspace. The only time I've really Workspace. The only time I've really Workspace. The only time I've really seen Microsoft be more effective is if seen Microsoft be more effective is if seen Microsoft be more effective is if you're going after larger enterprises. you're going after larger enterprises. you're going after larger enterprises. And the reason for that being is And the reason for that being is And the reason for that being is typically those accounts are run through typically those accounts are run through typically those accounts are run through Microsoft Teams, Microsoft 365. So Microsoft Teams, Microsoft 365. So Microsoft Teams, Microsoft 365. So Google accounts like to receive email Google accounts like to receive email Google accounts like to receive email from other Google accounts. Microsoft from other Google accounts. Microsoft from other Google accounts. Microsoft accounts like to receive email from accounts like to receive email from accounts like to receive email from other Microsoft accounts. So it's kind other Microsoft accounts. So it's kind other Microsoft accounts. So it's kind of onetoone. Of course Google can't send of onetoone. Of course Google can't send of onetoone. Of course Google can't send to Microsoft. Microsoft can send to to Microsoft. Microsoft can send to to Microsoft. Microsoft can send to Google. But if you really want to get Google. But if you really want to get Google. But if you really want to get fine-tuned with the details, then fine-tuned with the details, then fine-tuned with the details, then depending on who your ICP is, depending depending on who your ICP is, depending depending on who your ICP is, depending on who you're going after, set up your on who you're going after, set up your on who you're going after, set up your Google Workspace or your Microsoft 365.

Google Workspace or your Microsoft 365. Google Workspace or your Microsoft 365. But 99% of the time if you set up Google But 99% of the time if you set up Google But 99% of the time if you set up Google Workspaces, you'll be ready to rock and Workspaces, you'll be ready to rock and Workspaces, you'll be ready to rock and roll. You'll get some very nice reply roll. You'll get some very nice reply roll. You'll get some very nice reply rates. So, what we need to know about setting So, what we need to know about setting up our subdomains. Of course, we've gone up our subdomains. Of course, we've gone up our subdomains. Of course, we've gone through the technical stuff. This is through the technical stuff. This is through the technical stuff. This is still technical, but not as in-depth. still technical, but not as in-depth. still technical, but not as in-depth. So, when you build your domains, you So, when you build your domains, you So, when you build your domains, you kind of want to associate them with kind of want to associate them with kind of want to associate them with themes. So if you're running outreach themes. So if you're running outreach themes. So if you're running outreach for multiple purposes, split your for multiple purposes, split your for multiple purposes, split your domains across those themes. So if you domains across those themes. So if you domains across those themes. So if you have subdomains for link building, have subdomains for link building, have subdomains for link building, subdomains for sales outreach, subdomains for sales outreach, subdomains for sales outreach, subdomains for recruitment. Maybe subdomains for recruitment. Maybe subdomains for recruitment. Maybe instead of we've got hunter.io at the instead of we've got hunter.io at the instead of we've got hunter.io at the top of the pyramid, then we've got go top of the pyramid, then we've got go top of the pyramid, then we've got go hunter.io, you can do hunter hunter.io, you can do hunter hunter.io, you can do hunter research.io, hunterrecruiting.io, research.io, hunterrecruiting.io, research.io, hunterrecruiting.io, hunter hunter hunter outreach.io, whatever it may be. um kind outreach.io, whatever it may be. um kind outreach.io, whatever it may be. um kind of give it theme so you know what of give it theme so you know what of give it theme so you know what domains can be used for what. Whereas if domains can be used for what. Whereas if domains can be used for what. Whereas if you throw them all into the same bucket, you throw them all into the same bucket, you throw them all into the same bucket, you've got emails going all over the you've got emails going all over the you've got emails going all over the place. Just makes segmenting your lists, place. Just makes segmenting your lists, place. Just makes segmenting your lists, segmenting your campaigns a little bit segmenting your campaigns a little bit segmenting your campaigns a little bit easier for you. And if you do that easier for you. And if you do that easier for you. And if you do that correctly, deliverability is going to be correctly, deliverability is going to be correctly, deliverability is going to be better in the long run. And then you better in the long run. And then you better in the long run. And then you want to create two to three email want to create two to three email want to create two to three email accounts per subdomain. You can take accounts per subdomain. You can take accounts per subdomain. You can take this up to five, but the sweet spot is this up to five, but the sweet spot is this up to five, but the sweet spot is two to three email accounts per two to three email accounts per two to three email accounts per subdomain. So, if you set up two to subdomain. So, if you set up two to subdomain. So, if you set up two to three subdomains, for example, and then three subdomains, for example, and then three subdomains, for example, and then you create two to three email accounts, you create two to three email accounts, you create two to three email accounts, let's say three. Now, you've got six let's say three. Now, you've got six let's say three. Now, you've got six email inboxes that you can start to run email inboxes that you can start to run email inboxes that you can start to run outbound with. And then we'll get into

outbound with. And then we'll get into outbound with. And then we'll get into how many sends you should be sending per how many sends you should be sending per how many sends you should be sending per day later on. But it gives you a really day later on. But it gives you a really day later on. But it gives you a really kind of healthy outbound system, be able kind of healthy outbound system, be able kind of healthy outbound system, be able to get lots of prospecting done, and in to get lots of prospecting done, and in to get lots of prospecting done, and in turn, lots of responses, lots of turn, lots of responses, lots of turn, lots of responses, lots of meetings booked, and lots of revenue meetings booked, and lots of revenue meetings booked, and lots of revenue added. added. added. And then we want to mirror natural And then we want to mirror natural And then we want to mirror natural sending behavior. And yes, we are sending behavior. And yes, we are sending behavior. And yes, we are running outbound. It's going to be running outbound. It's going to be running outbound. It's going to be automated. There might be AI automated. There might be AI automated. There might be AI personalization involved, but inboxes personalization involved, but inboxes personalization involved, but inboxes and spam filters are looking at many and spam filters are looking at many and spam filters are looking at many factors when it comes to this. And one factors when it comes to this. And one factors when it comes to this. And one of the biggest signals is the amount of of the biggest signals is the amount of of the biggest signals is the amount of emails being sent by one address. So, I emails being sent by one address. So, I emails being sent by one address. So, I doubt many of us are sitting at our desk doubt many of us are sitting at our desk doubt many of us are sitting at our desk each day sending 100 outbound emails each day sending 100 outbound emails each day sending 100 outbound emails naturally. So, we don't want our naturally. So, we don't want our naturally. So, we don't want our automated accounts to be doing that automated accounts to be doing that automated accounts to be doing that either because it just raises flags, it either because it just raises flags, it either because it just raises flags, it raises eyebrows. So we start low maybe raises eyebrows. So we start low maybe raises eyebrows. So we start low maybe at 15 emails per day because that can at 15 emails per day because that can at 15 emails per day because that can easily be done naturally. So you start easily be done naturally. So you start easily be done naturally. So you start at 15 per day just how many you want to at 15 per day just how many you want to at 15 per day just how many you want to mirror how many individual emails one mirror how many individual emails one mirror how many individual emails one person can send in general then you can person can send in general then you can person can send in general then you can slowly start to scale that up as you slowly start to scale that up as you slowly start to scale that up as you build up your reputation and then rotate build up your reputation and then rotate build up your reputation and then rotate your accounts is the fourth bullet your accounts is the fourth bullet your accounts is the fourth bullet point. So email service providers like point. So email service providers like point. So email service providers like Google, Yahoo or Microsoft or enterprise Google, Yahoo or Microsoft or enterprise Google, Yahoo or Microsoft or enterprise level organizations they will change level organizations they will change level organizations they will change their filters and logic frequently. So, their filters and logic frequently. So, their filters and logic frequently. So, if we keep one subdomain for a set of if we keep one subdomain for a set of if we keep one subdomain for a set of email accounts in the warm-up phase, we email accounts in the warm-up phase, we email accounts in the warm-up phase, we can be ready to use that if a subdomain can be ready to use that if a subdomain can be ready to use that if a subdomain goes down. And so, what exactly is the goes down. And so, what exactly is the goes down. And so, what exactly is the main benefit for that? If the batteries main benefit for that? If the batteries main benefit for that? If the batteries die on your TV remote, right? It's very die on your TV remote, right? It's very die on your TV remote, right? It's very inconvenient to have to drive to the

inconvenient to have to drive to the inconvenient to have to drive to the store, buy batteries in that exact store, buy batteries in that exact store, buy batteries in that exact moment to drive home so you can change moment to drive home so you can change moment to drive home so you can change your channel. But, if you've got a set your channel. But, if you've got a set your channel. But, if you've got a set of batteries laying around ready to go, of batteries laying around ready to go, of batteries laying around ready to go, it's not as much of an inconvenience. So it's not as much of an inconvenience. So it's not as much of an inconvenience. So just having a few email accounts that just having a few email accounts that just having a few email accounts that aren't sending daily emails on the back aren't sending daily emails on the back aren't sending daily emails on the back end so you can roll those out if end so you can roll those out if end so you can roll those out if something ever does happen. It's always something ever does happen. It's always something ever does happen. It's always good to to keep those rotating. So think about the the other accounts as So think about the the other accounts as like your backup generator in case of like your backup generator in case of like your backup generator in case of bad weather. bad weather. bad weather. >> Yeah. Bingo. >> Yeah. Bingo. >> Yeah. Bingo. >> Just translating to New England >> Just translating to New England >> Just translating to New England terminology for you. Yeah. terminology for you. Yeah. terminology for you. Yeah. >> Yeah. Yeah. If we get a snowstorm in the >> Yeah. Yeah. If we get a snowstorm in the >> Yeah. Yeah. If we get a snowstorm in the middle of one of our fall springs, it's middle of one of our fall springs, it's middle of one of our fall springs, it's always good to to have something to keep always good to to have something to keep always good to to have something to keep the lights on, keep the heat on. the lights on, keep the heat on. the lights on, keep the heat on. >> Sounds good. >> Sounds good. >> Sounds good. >> So, yeah, coming over from the point of >> So, yeah, coming over from the point of >> So, yeah, coming over from the point of how many emails should you be sending how many emails should you be sending how many emails should you be sending per day, we found the sweet spot is per day, we found the sweet spot is per day, we found the sweet spot is between sending 20 to 49 emails a day between sending 20 to 49 emails a day between sending 20 to 49 emails a day per email account once it's warmed up. per email account once it's warmed up. per email account once it's warmed up. If you're in between that range, you're If you're in between that range, you're If you're in between that range, you're typically looking at a 5.7% typically looking at a 5.7% typically looking at a 5.7% reply rate. But the second you get above reply rate. But the second you get above reply rate. But the second you get above 50 emails per day, that's going to raise 50 emails per day, that's going to raise 50 emails per day, that's going to raise some flags for our sending domains. So, some flags for our sending domains. So, some flags for our sending domains. So, we want to keep it below that because if we want to keep it below that because if we want to keep it below that because if you go above 50, typically we see a 33% you go above 50, typically we see a 33% you go above 50, typically we see a 33% decrease in replies. So, 20 to 49 is the decrease in replies. So, 20 to 49 is the decrease in replies. So, 20 to 49 is the sweet spot. You want to split that right sweet spot. You want to split that right sweet spot. You want to split that right down the middle. Somewhere around 30 down the middle. Somewhere around 30 down the middle. Somewhere around 30 seems to be really good for us. The seems to be really good for us. The seems to be really good for us. The lower you go, the better, but obviously lower you go, the better, but obviously lower you go, the better, but obviously the point of outbound email is to be the point of outbound email is to be the point of outbound email is to be sending some stuff at scale. So 20 to 30 sending some stuff at scale. So 20 to 30 sending some stuff at scale. So 20 to 30 is kind of that very nice range. You're

is kind of that very nice range. You're is kind of that very nice range. You're not going to damage your reputation. The not going to damage your reputation. The not going to damage your reputation. The closer you get to 50, of course, the closer you get to 50, of course, the closer you get to 50, of course, the more at risk you are, but if you keep it more at risk you are, but if you keep it more at risk you are, but if you keep it below that, you can kind of bump it up. below that, you can kind of bump it up. below that, you can kind of bump it up. Some weeks you send 40 emails per day, Some weeks you send 40 emails per day, Some weeks you send 40 emails per day, some weeks 30. But if you just set it at some weeks 30. But if you just set it at some weeks 30. But if you just set it at 30, 35, anything below that, you'll be 30, 35, anything below that, you'll be 30, 35, anything below that, you'll be good to go. You don't have to worry good to go. You don't have to worry good to go. You don't have to worry about it. about it. about it. >> And let me just reiterate, um, >> And let me just reiterate, um, >> And let me just reiterate, um, we are, this is based on tens of we are, this is based on tens of we are, this is based on tens of millions of analyzed emails. This isn't millions of analyzed emails. This isn't millions of analyzed emails. This isn't just anecdotal off of one campaign or just anecdotal off of one campaign or just anecdotal off of one campaign or off of our own internal practices. These off of our own internal practices. These off of our own internal practices. These are the So it's entirely possible that are the So it's entirely possible that are the So it's entirely possible that you know on a single individual account you know on a single individual account you know on a single individual account level these numbers may be slightly level these numbers may be slightly level these numbers may be slightly different but when you look at it across different but when you look at it across different but when you look at it across all campaigns tens of millions of times all campaigns tens of millions of times all campaigns tens of millions of times these metrics become clear. There's a these metrics become clear. There's a these metrics become clear. There's a clear break point at about 50 emails. clear break point at about 50 emails. clear break point at about 50 emails. And I noticed I think Jason yeah you And I noticed I think Jason yeah you And I noticed I think Jason yeah you said why 50? Um, I think the point that said why 50? Um, I think the point that said why 50? Um, I think the point that Oliver, you made earlier probably Oliver, you made earlier probably Oliver, you made earlier probably addresses that and that is that it's addresses that and that is that it's addresses that and that is that it's it's meant to highlight the number of it's meant to highlight the number of it's meant to highlight the number of emails that a normal person sends, not emails that a normal person sends, not emails that a normal person sends, not maximizing the absolute limit of what maximizing the absolute limit of what maximizing the absolute limit of what Google allows, which if you did that on Google allows, which if you did that on Google allows, which if you did that on a regular basis would look really fishy a regular basis would look really fishy a regular basis would look really fishy all of a sudden. So, I think that's all of a sudden. So, I think that's all of a sudden. So, I think that's really the key. Is there is there do you really the key. Is there is there do you really the key. Is there is there do you think there's more to it than that that think there's more to it than that that think there's more to it than that that just like that's why there's that 50 just like that's why there's that 50 just like that's why there's that 50 break point?

break point? break point? No, I I think it makes the most sense No, I I think it makes the most sense No, I I think it makes the most sense for if we send a hundred emails per day, for if we send a hundred emails per day, for if we send a hundred emails per day, but we get 100 responses, Google will but we get 100 responses, Google will but we get 100 responses, Google will probably let us slide, right? It's going probably let us slide, right? It's going probably let us slide, right? It's going to be very kind of contextual about the to be very kind of contextual about the to be very kind of contextual about the account itself, but we found just based account itself, but we found just based account itself, but we found just based on average response rates, average on average response rates, average on average response rates, average positive response rates, average kind of positive response rates, average kind of positive response rates, average kind of spam reports, once you get above 50, spam reports, once you get above 50, spam reports, once you get above 50, you're kind of just putting yourself at you're kind of just putting yourself at you're kind of just putting yourself at risk for Google flagging you. It's not risk for Google flagging you. It's not risk for Google flagging you. It's not necessarily something you did right or necessarily something you did right or necessarily something you did right or wrong. It's more so things that are out wrong. It's more so things that are out wrong. It's more so things that are out of our control when Google comes into of our control when Google comes into of our control when Google comes into play of what their filters are looking play of what their filters are looking play of what their filters are looking at. Sound good? Sound good? >> Thanks, Oliver. >> Thanks, Oliver. >> Thanks, Oliver. >> So, we'll keep it rolling. But if we >> So, we'll keep it rolling. But if we >> So, we'll keep it rolling. But if we want to put our domains deliverability want to put our domains deliverability want to put our domains deliverability to the test, Hunter has developed a tool to the test, Hunter has developed a tool to the test, Hunter has developed a tool and it tests everything we've just gone and it tests everything we've just gone and it tests everything we've just gone through. So I tried to give you some through. So I tried to give you some through. So I tried to give you some real world examples so it's easier to real world examples so it's easier to real world examples so it's easier to grasp but of course at a technical level grasp but of course at a technical level grasp but of course at a technical level having all of these acronyms can be a having all of these acronyms can be a having all of these acronyms can be a little overwhelming a little confusing.

little overwhelming a little confusing. little overwhelming a little confusing. So we do have a tool built designed for So we do have a tool built designed for So we do have a tool built designed for that. You can check your SPF record. You that. You can check your SPF record. You that. You can check your SPF record. You can check your DKIM, your DMARK, your can check your DKIM, your DMARK, your can check your DKIM, your DMARK, your MX, you can see if you're blacklisted on MX, you can see if you're blacklisted on MX, you can see if you're blacklisted on anything and you can see your website anything and you can see your website anything and you can see your website and DNS settings. So rather than trying and DNS settings. So rather than trying and DNS settings. So rather than trying to figure this all out on your own, if to figure this all out on your own, if to figure this all out on your own, if you've already got account set up, go to you've already got account set up, go to you've already got account set up, go to the tool. You can just type in your the tool. You can just type in your the tool. You can just type in your domain that you're using, hopefully the domain that you're using, hopefully the domain that you're using, hopefully the subdomain. If if you're not running a subdomain. If if you're not running a subdomain. If if you're not running a subdomain, get one set up ASAP. You can subdomain, get one set up ASAP. You can subdomain, get one set up ASAP. You can test your deliverability there. Make test your deliverability there. Make test your deliverability there. Make sure everything's set up. You're ready sure everything's set up. You're ready sure everything's set up. You're ready to go and you're ready to keep scaling. to go and you're ready to keep scaling. to go and you're ready to keep scaling. And James has shared the link for that And James has shared the link for that And James has shared the link for that email deliverability checker in the email deliverability checker in the email deliverability checker in the chat. Um, so keep an eye on that, click chat. Um, so keep an eye on that, click chat. Um, so keep an eye on that, click that. Also, the features that are part that. Also, the features that are part that. Also, the features that are part of that are getting more and more of that are getting more and more of that are getting more and more integrated into the email sequencing integrated into the email sequencing integrated into the email sequencing product in Hunter. So if you're already product in Hunter. So if you're already product in Hunter. So if you're already an existing user, know that that's an existing user, know that that's an existing user, know that that's there. But we also have this link on the there. But we also have this link on the there. But we also have this link on the website that you can use now. Oh, in fact, we have an interstitial Oh, in fact, we have an interstitial interruption around uh interruption around uh interruption around uh the email deliverability link. All the email deliverability link. All the email deliverability link. All right. Nice. All right. My favorite right. Nice. All right. My favorite right. Nice. All right. My favorite topic on the deliverability spectrum is topic on the deliverability spectrum is topic on the deliverability spectrum is email content and email engagement.

email content and email engagement. email content and email engagement. So what are the kinds of triggers that So what are the kinds of triggers that So what are the kinds of triggers that spam filters catch? What is the thing spam filters catch? What is the thing spam filters catch? What is the thing that gets their attention? So content that gets their attention? So content that gets their attention? So content signals um things like free, urgent, act signals um things like free, urgent, act signals um things like free, urgent, act now, you know, kind of normal obvious now, you know, kind of normal obvious now, you know, kind of normal obvious sort of spammy sort of spammy sort of spammy uh language. Um all caps, uh excessive uh language. Um all caps, uh excessive uh language. Um all caps, uh excessive punctuation, like anything that looks punctuation, like anything that looks punctuation, like anything that looks like it's trying too hard, honestly, is like it's trying too hard, honestly, is like it's trying too hard, honestly, is probably a good indicator. um having probably a good indicator. um having probably a good indicator. um having links in the first email. I think one of links in the first email. I think one of links in the first email. I think one of the challenges that you see a lot of the challenges that you see a lot of the challenges that you see a lot of times is people are worried they were times is people are worried they were times is people are worried they were only going to get one crack at this. So only going to get one crack at this. So only going to get one crack at this. So what they do is they put everything they what they do is they put everything they what they do is they put everything they can think of in that first email, can think of in that first email, can think of in that first email, including links to everything they think including links to everything they think including links to everything they think could be valuable. That's going to could be valuable. That's going to could be valuable. That's going to that's going to trip up a spam filter that's going to trip up a spam filter that's going to trip up a spam filter faster than anything. Too many images. faster than anything. Too many images. faster than anything. Too many images. Um if the body content doesn't really Um if the body content doesn't really Um if the body content doesn't really match the subject line. This one's match the subject line. This one's match the subject line. This one's actually pretty tricky, but we see that actually pretty tricky, but we see that actually pretty tricky, but we see that this happens more and more where this happens more and more where this happens more and more where over time the idea of these really over time the idea of these really over time the idea of these really disruptive subject lines that are disruptive subject lines that are disruptive subject lines that are guaranteed to get attention but really guaranteed to get attention but really guaranteed to get attention but really don't have a lot to do with the body.

don't have a lot to do with the body. don't have a lot to do with the body. Um, you know, those are uh going to get Um, you know, those are uh going to get Um, you know, those are uh going to get you flagged as well. And then sending you flagged as well. And then sending you flagged as well. And then sending exactly the same email body to way too exactly the same email body to way too exactly the same email body to way too many people. Um, that is absolutely many people. Um, that is absolutely many people. Um, that is absolutely something that's in those spam filters. something that's in those spam filters. something that's in those spam filters. That's something that they set up at the That's something that they set up at the That's something that they set up at the ESP level and they do look to see if the ESP level and they do look to see if the ESP level and they do look to see if the body of every email coming out is the body of every email coming out is the body of every email coming out is the same. That's considered mass emailing. same. That's considered mass emailing. same. That's considered mass emailing. That's a whole different category. That's a whole different category. That's a whole different category. That's not what you're supposed to do That's not what you're supposed to do That's not what you're supposed to do with your Gmail. And so that'll with your Gmail. And so that'll with your Gmail. And so that'll definitely flag it. Those are all on the definitely flag it. Those are all on the definitely flag it. Those are all on the content side though. On the behavioral content side though. On the behavioral content side though. On the behavioral side, there's a few other things. And side, there's a few other things. And side, there's a few other things. And this is gets back to some of the I this is gets back to some of the I this is gets back to some of the I identified earlier like sending it to identified earlier like sending it to identified earlier like sending it to too many unverified emails, getting a too many unverified emails, getting a too many unverified emails, getting a hard bounce rate above 2%. um too many hard bounce rate above 2%. um too many hard bounce rate above 2%. um too many of your recipients marking it as spam. of your recipients marking it as spam. of your recipients marking it as spam. You know, one of the things that you've You know, one of the things that you've You know, one of the things that you've probably heard in other webinars or in probably heard in other webinars or in probably heard in other webinars or in some of our content that we've put out some of our content that we've put out some of our content that we've put out there is a point that James and I have there is a point that James and I have there is a point that James and I have been making a lot more recently, which been making a lot more recently, which been making a lot more recently, which is the re you want to try to add value is the re you want to try to add value is the re you want to try to add value in your outreach because at least if in your outreach because at least if in your outreach because at least if you're trying to add value, you're less you're trying to add value, you're less you're trying to add value, you're less likely to get marked as spam. This is likely to get marked as spam. This is likely to get marked as spam. This is just psychological behavioral things. If just psychological behavioral things. If just psychological behavioral things. If somebody goes to the trouble to send me somebody goes to the trouble to send me somebody goes to the trouble to send me something, isn't doing all the stuff on something, isn't doing all the stuff on something, isn't doing all the stuff on the left, and instead is trying to add the left, and instead is trying to add the left, and instead is trying to add value, even if it's not relevant to me value, even if it's not relevant to me value, even if it's not relevant to me right now, A, I'm more likely to right now, A, I'm more likely to right now, A, I'm more likely to remember it, and B, when it does come remember it, and B, when it does come remember it, and B, when it does come around, I'm more likely to go back and around, I'm more likely to go back and around, I'm more likely to go back and try to use it because I now it's in my try to use it because I now it's in my try to use it because I now it's in my head. Um, I'm also far less likely to head. Um, I'm also far less likely to head. Um, I'm also far less likely to market as spam. And so, if for no other market as spam. And so, if for no other market as spam. And so, if for no other reason than that, it's worth really reason than that, it's worth really reason than that, it's worth really thinking about the the content from that thinking about the the content from that thinking about the the content from that perspective. you do want to try to have

perspective. you do want to try to have perspective. you do want to try to have an unsubscribe mechanism of some kind. an unsubscribe mechanism of some kind. an unsubscribe mechanism of some kind. Um, we've we've seen this kind of go up Um, we've we've seen this kind of go up Um, we've we've seen this kind of go up and down over the last couple of years and down over the last couple of years and down over the last couple of years of like having an unsubscribe helps or of like having an unsubscribe helps or of like having an unsubscribe helps or having an unsubscribe doesn't. Um, it's having an unsubscribe doesn't. Um, it's having an unsubscribe doesn't. Um, it's still best practices uh to try to have still best practices uh to try to have still best practices uh to try to have one and sudden volume spikes. So if one and sudden volume spikes. So if one and sudden volume spikes. So if suddenly the behavior about that email suddenly the behavior about that email suddenly the behavior about that email goes from a trickle to suddenly it's goes from a trickle to suddenly it's goes from a trickle to suddenly it's pumping out 50 to 100 emails a day, pumping out 50 to 100 emails a day, pumping out 50 to 100 emails a day, that's the kind of thing that will spam that's the kind of thing that will spam that's the kind of thing that will spam you or uh get you marked as as potential you or uh get you marked as as potential you or uh get you marked as as potential for spam as well. for spam as well. for spam as well. So these are things that may trigger or So these are things that may trigger or So these are things that may trigger or likely to trigger spam filters that you likely to trigger spam filters that you likely to trigger spam filters that you can avoid. can avoid. can avoid. The way to do that is as follows. Write The way to do that is as follows. Write The way to do that is as follows. Write the write a better email. Um don't don't the write a better email. Um don't don't the write a better email. Um don't don't worry about the creativity. Yes, it's a worry about the creativity. Yes, it's a worry about the creativity. Yes, it's a chance for you to be creative, but don't chance for you to be creative, but don't chance for you to be creative, but don't you don't have to worry about being the you don't have to worry about being the you don't have to worry about being the most clever person on the block. What most clever person on the block. What most clever person on the block. What you want to do, keep it short. Make it you want to do, keep it short. Make it you want to do, keep it short. Make it very readable. Don't bury the lead. very readable. Don't bury the lead. very readable. Don't bury the lead. Don't bury the value. You want to Don't bury the value. You want to Don't bury the value. You want to personalize it. Um, this should personalize it. Um, this should personalize it. Um, this should ultimately be intended for the ultimately be intended for the ultimately be intended for the recipient. Like, that's the point, recipient. Like, that's the point, recipient. Like, that's the point, right? The point of what we're doing right? The point of what we're doing right? The point of what we're doing isn't to trick out scale. The point of isn't to trick out scale. The point of isn't to trick out scale. The point of what we're doing is to improve success.

what we're doing is to improve success. what we're doing is to improve success. And so it's really important that you And so it's really important that you And so it's really important that you think about making sure the person that think about making sure the person that think about making sure the person that receives it knows that this is meant for receives it knows that this is meant for receives it knows that this is meant for them and has some value for them. Um, them and has some value for them. Um, them and has some value for them. Um, you want to make it plain text, right? you want to make it plain text, right? you want to make it plain text, right? If I'm sending an email to Oliver, I'm If I'm sending an email to Oliver, I'm If I'm sending an email to Oliver, I'm very unlikely to put a bunch of links very unlikely to put a bunch of links very unlikely to put a bunch of links and a bunch of HTML in it. I'm more and a bunch of HTML in it. I'm more and a bunch of HTML in it. I'm more likely to say, "Hey, you know, let's likely to say, "Hey, you know, let's likely to say, "Hey, you know, let's talk about this." Um, ask for talk about this." Um, ask for talk about this." Um, ask for permission. Uh, if a link in the first permission. Uh, if a link in the first permission. Uh, if a link in the first email is something that can get you email is something that can get you email is something that can get you flagged, then make your first email the flagged, then make your first email the flagged, then make your first email the one that asks for permission to send the one that asks for permission to send the one that asks for permission to send the link. Once they've responded and said link. Once they've responded and said link. Once they've responded and said yes, then it doesn't you like send them, yes, then it doesn't you like send them, yes, then it doesn't you like send them, you know, an unlimited number of links you know, an unlimited number of links you know, an unlimited number of links if you want. I don't think that's a good if you want. I don't think that's a good if you want. I don't think that's a good idea, but like you could. Um, so ask for idea, but like you could. Um, so ask for idea, but like you could. Um, so ask for permission really opens the door for permission really opens the door for permission really opens the door for you. Make the make the CTA clear. Like you. Make the make the CTA clear. Like you. Make the make the CTA clear. Like here's the other thing. Keep in mind here's the other thing. Keep in mind here's the other thing. Keep in mind that this is an email, a single ah email that this is an email, a single ah email that this is an email, a single ah email that's going to show up in their inbox that's going to show up in their inbox that's going to show up in their inbox full of lots of emails. full of lots of emails. full of lots of emails. If they really quickly don't think that If they really quickly don't think that If they really quickly don't think that this is relevant, don't think that this this is relevant, don't think that this this is relevant, don't think that this is valuable, they're likely to move on.

is valuable, they're likely to move on. is valuable, they're likely to move on. And so what you want to make sure is And so what you want to make sure is And so what you want to make sure is that you're not drowning people in too that you're not drowning people in too that you're not drowning people in too many things to think about. Have one many things to think about. Have one many things to think about. Have one CTA. Make it super clear. CTA. Make it super clear. CTA. Make it super clear. Make it very easy to do. Don't ask them Make it very easy to do. Don't ask them Make it very easy to do. Don't ask them to do something that's really to do something that's really to do something that's really complicated or takes a lot of effort, complicated or takes a lot of effort, complicated or takes a lot of effort, right? Think about their level of right? Think about their level of right? Think about their level of motivation. Their level of motivation on motivation. Their level of motivation on motivation. Their level of motivation on an email is pretty low. So, if you ask an email is pretty low. So, if you ask an email is pretty low. So, if you ask for something that's really hard, those for something that's really hard, those for something that's really hard, those are imbalanced. You want the thing that are imbalanced. You want the thing that are imbalanced. You want the thing that you're asking to be roughly equal to the you're asking to be roughly equal to the you're asking to be roughly equal to the amount of investment that they've put amount of investment that they've put amount of investment that they've put into this so far. And so, think about into this so far. And so, think about into this so far. And so, think about keeping one clear, very straightforward keeping one clear, very straightforward keeping one clear, very straightforward CTA. And make sure you've warmed up your CTA. And make sure you've warmed up your CTA. And make sure you've warmed up your account. Don't take a brand new fresh account. Don't take a brand new fresh account. Don't take a brand new fresh account that hasn't sent many emails and account that hasn't sent many emails and account that hasn't sent many emails and suddenly start pumping out 50 a day or suddenly start pumping out 50 a day or suddenly start pumping out 50 a day or 50 a week. Like you've got to keep that 50 a week. Like you've got to keep that 50 a week. Like you've got to keep that in mind. That's just one thing that we in mind. That's just one thing that we in mind. That's just one thing that we see too often. People get gung-ho, see too often. People get gung-ho, see too often. People get gung-ho, charge into scale right away, and that charge into scale right away, and that charge into scale right away, and that ends up hurting them really fast. Okay. I talk to a lot of marketers. I've Okay. I talk to a lot of marketers. I've done marketing myself. I remember asking done marketing myself. I remember asking done marketing myself. I remember asking this very question the first time I did this very question the first time I did this very question the first time I did my very first outbound campaign, which my very first outbound campaign, which my very first outbound campaign, which is like spent all these years thinking is like spent all these years thinking is like spent all these years thinking about brand and how to make brand look about brand and how to make brand look about brand and how to make brand look polished and the value of visuals, polished and the value of visuals, polished and the value of visuals, right?

Switching to email or switching to HTML Switching to email or switching to HTML only only only uh has some upsides and some downsides. uh has some upsides and some downsides. uh has some upsides and some downsides. And so that's something that you want to And so that's something that you want to And so that's something that you want to think about when it comes to outreach think about when it comes to outreach think about when it comes to outreach emails. Um, you want to be careful. emails. Um, you want to be careful. emails. Um, you want to be careful. All right. So, you know, we do Messaging All right. So, you know, we do Messaging All right. So, you know, we do Messaging Madness. Madness. Madness. Uh, hopefully, you know, if you're if Uh, hopefully, you know, if you're if Uh, hopefully, you know, if you're if you're not if you're not actually you're not if you're not actually you're not if you're not actually participating, you should definitely do participating, you should definitely do participating, you should definitely do it. It's a lot of fun. Uh, cash prize, it. It's a lot of fun. Uh, cash prize, it. It's a lot of fun. Uh, cash prize, $1,000. So, messaging madness is fun. $1,000. So, messaging madness is fun. $1,000. So, messaging madness is fun. But this is an example of how the But this is an example of how the But this is an example of how the content gets you into the inbox versus content gets you into the inbox versus content gets you into the inbox versus maybe gets you flagged or doesn't. Um, maybe gets you flagged or doesn't. Um, maybe gets you flagged or doesn't. Um, here's the setup on the left. You're the here's the setup on the left. You're the here's the setup on the left. You're the CEO. You're doing recruiting. You're CEO. You're doing recruiting. You're CEO. You're doing recruiting. You're targeting managing partners at a targeting managing partners at a targeting managing partners at a commercial real estate. Um, commercial real estate. Um, commercial real estate. Um, top producers are leaving competitors top producers are leaving competitors top producers are leaving competitors for aggressive comp plans. Um, you want for aggressive comp plans. Um, you want for aggressive comp plans. Um, you want to secure an interview. So, what's the to secure an interview. So, what's the to secure an interview. So, what's the message? Hey Serena, in case you can't message? Hey Serena, in case you can't message? Hey Serena, in case you can't read this, I'll read it. Hey Serena, read this, I'll read it. Hey Serena, read this, I'll read it. Hey Serena, I've been speaking with a number of I've been speaking with a number of I've been speaking with a number of managing partners across Wilmington's managing partners across Wilmington's managing partners across Wilmington's CRA market and compensation transparency CRA market and compensation transparency CRA market and compensation transparency keeps coming up as a real pressure keeps coming up as a real pressure keeps coming up as a real pressure point, especially when top producers point, especially when top producers point, especially when top producers start fielding calls from competitors start fielding calls from competitors start fielding calls from competitors offering more. Uh I would have added offering more. Uh I would have added offering more. Uh I would have added offering more. Uh I'm putting together offering more. Uh I'm putting together offering more. Uh I'm putting together uh a short interview series, the future uh a short interview series, the future uh a short interview series, the future of Wilmington's real estate 2026 of Wilmington's real estate 2026 of Wilmington's real estate 2026 leadership produ uh predictions where leadership produ uh predictions where leadership produ uh predictions where I'm giving a handful of firm leaders uh I'm giving a handful of firm leaders uh I'm giving a handful of firm leaders uh a platform to share how they're building a platform to share how they're building a platform to share how they're building cultures that help keep talent around.

cultures that help keep talent around. cultures that help keep talent around. Would this be something you'd like more Would this be something you'd like more Would this be something you'd like more details about? That's great. Here's the details about? That's great. Here's the details about? That's great. Here's the problem. Here's the value. Here's how problem. Here's the value. Here's how problem. Here's the value. Here's how this can help you. Are you willing to this can help you. Are you willing to this can help you. Are you willing to participate in a discussion? Do you want participate in a discussion? Do you want participate in a discussion? Do you want more information? I know what this is more information? I know what this is more information? I know what this is about. I know if this is relevant to me. about. I know if this is relevant to me. about. I know if this is relevant to me. The ask is not much. It's basically, do The ask is not much. It's basically, do The ask is not much. It's basically, do you want more info? Yes, send me some you want more info? Yes, send me some you want more info? Yes, send me some info. There will likely be links. There info. There will likely be links. There info. There will likely be links. There will maybe be a PDF. And all of that is will maybe be a PDF. And all of that is will maybe be a PDF. And all of that is now going to be okay. This helps you get now going to be okay. This helps you get now going to be okay. This helps you get into the inbox. This helps make sure into the inbox. This helps make sure into the inbox. This helps make sure your marketing message is seen or your your marketing message is seen or your your marketing message is seen or your sales message is seen. If you tried to sales message is seen. If you tried to sales message is seen. If you tried to do all of this work in the first email, do all of this work in the first email, do all of this work in the first email, you're far more likely to get flagged by you're far more likely to get flagged by you're far more likely to get flagged by spam filters. So, this is a concrete spam filters. So, this is a concrete spam filters. So, this is a concrete example of how you can do um this example of how you can do um this example of how you can do um this differently, still get your point differently, still get your point differently, still get your point across, and still get through and try to across, and still get through and try to across, and still get through and try to maximize your inbox placements. maximize your inbox placements. maximize your inbox placements. Um Um Um they're all marketing emails, outreach they're all marketing emails, outreach they're all marketing emails, outreach emails. So, okay, what he's saying is emails. So, okay, what he's saying is emails. So, okay, what he's saying is all outreach emails have essentially all outreach emails have essentially all outreach emails have essentially become marketing. Um, you've got the become marketing. Um, you've got the become marketing. Um, you've got the unsubscribe, there's rich HTML, and all unsubscribe, there's rich HTML, and all unsubscribe, there's rich HTML, and all of these things are likely to lead to of these things are likely to lead to of these things are likely to lead to not being in the inbox. Um, I think we not being in the inbox. Um, I think we not being in the inbox. Um, I think we see more and more of this today or we see more and more of this today or we see more and more of this today or we see a lot of people who are new to this see a lot of people who are new to this see a lot of people who are new to this think this is the right way to do it. I think this is the right way to do it. I think this is the right way to do it. I certainly made that mistake. Um, I'm a certainly made that mistake. Um, I'm a certainly made that mistake. Um, I'm a big fan of gifts in outreach emails and big fan of gifts in outreach emails and big fan of gifts in outreach emails and it took a long time for me to figure out it took a long time for me to figure out it took a long time for me to figure out that was hurting me. So, learn from my that was hurting me. So, learn from my that was hurting me. So, learn from my experience. Uh Oliver also uh knows experience. Uh Oliver also uh knows experience. Uh Oliver also uh knows that's a bad idea and laughed at me when that's a bad idea and laughed at me when that's a bad idea and laughed at me when I mentioned it.

I mentioned it. I mentioned it. All right, almost done with my section. All right, almost done with my section. All right, almost done with my section. We talked about content, what to do, We talked about content, what to do, We talked about content, what to do, what not to do. Here's a concrete what not to do. Here's a concrete what not to do. Here's a concrete example. Let's talk about behavior. example. Let's talk about behavior. example. Let's talk about behavior. Again, focusing on quality over Again, focusing on quality over Again, focusing on quality over quantity. Um the scale will come. You quantity. Um the scale will come. You quantity. Um the scale will come. You can reach scale over time. You don't can reach scale over time. You don't can reach scale over time. You don't have to get all of the bang for your have to get all of the bang for your have to get all of the bang for your buck in the first week. um if if buck in the first week. um if if buck in the first week. um if if everybody replied, you couldn't respond everybody replied, you couldn't respond everybody replied, you couldn't respond to all of them in the real time anyway. to all of them in the real time anyway. to all of them in the real time anyway. So, email service providers track how So, email service providers track how So, email service providers track how people are interacting with your emails people are interacting with your emails people are interacting with your emails the same way Google tracks how long the same way Google tracks how long the same way Google tracks how long people stay on your website when they people stay on your website when they people stay on your website when they click through a Google link. Same click through a Google link. Same click through a Google link. Same general idea. They're trying to see general idea. They're trying to see general idea. They're trying to see they're they're basically saying your they're they're basically saying your they're they're basically saying your email content is more or less relevant email content is more or less relevant email content is more or less relevant based on what your u based on the impact based on what your u based on the impact based on what your u based on the impact of the interaction of your emails. So of the interaction of your emails. So of the interaction of your emails. So low engagement equals low low engagement equals low low engagement equals low deliverability. This is really deliverability. This is really deliverability. This is really important. This is why it's important to important. This is why it's important to important. This is why it's important to have some kind of clear CTA. You want have some kind of clear CTA. You want have some kind of clear CTA. You want somebody to take an action when they somebody to take an action when they somebody to take an action when they read the email. So verify all of the read the email. So verify all of the read the email. So verify all of the email addresses before you're sending.

email addresses before you're sending. email addresses before you're sending. Give yourself a fighting chance. If the Give yourself a fighting chance. If the Give yourself a fighting chance. If the emails aren't valid, then you know emails aren't valid, then you know emails aren't valid, then you know you've got some population in your you've got some population in your you've got some population in your outbound list that's potentially going outbound list that's potentially going outbound list that's potentially going to hurt you. Get rid of all of those. to hurt you. Get rid of all of those. to hurt you. Get rid of all of those. Make sure that those are taken off the Make sure that those are taken off the Make sure that those are taken off the table. There's no reason to shoot table. There's no reason to shoot table. There's no reason to shoot yourself in the foot at the beginning of yourself in the foot at the beginning of yourself in the foot at the beginning of the race. Like there's just it's it's a the race. Like there's just it's it's a the race. Like there's just it's it's a this is a solved problem. Verifiers this is a solved problem. Verifiers this is a solved problem. Verifiers exist. Please use them. They are not exist. Please use them. They are not exist. Please use them. They are not that expensive. Remove hard bounces that expensive. Remove hard bounces that expensive. Remove hard bounces immediately after every campaign. This immediately after every campaign. This immediately after every campaign. This is again often a problem that comes up is again often a problem that comes up is again often a problem that comes up when people rush to scale is they get when people rush to scale is they get when people rush to scale is they get way too many bounces. They don't get way too many bounces. They don't get way too many bounces. They don't get removed. You send a second message to removed. You send a second message to removed. You send a second message to the same bounce email and that's really the same bounce email and that's really the same bounce email and that's really going to get your email service going to get your email service going to get your email service providers looking at you uh sideways. providers looking at you uh sideways. providers looking at you uh sideways. Um, suppress contacts with low Um, suppress contacts with low Um, suppress contacts with low engagement. Right? If they're not engagement. Right? If they're not engagement. Right? If they're not actually engaging with your content, actually engaging with your content, actually engaging with your content, they aren't hard bouncing, but they're they aren't hard bouncing, but they're they aren't hard bouncing, but they're not really doing anything else. Think not really doing anything else. Think not really doing anything else. Think about breaking those out of your about breaking those out of your about breaking those out of your segment. Make sure you're trying to segment. Make sure you're trying to segment. Make sure you're trying to remove those after a couple of touch remove those after a couple of touch remove those after a couple of touch points. If they're not engaging after points. If they're not engaging after points. If they're not engaging after three or four emails, they've done three or four emails, they've done three or four emails, they've done nothing. You're getting zero signal from nothing. You're getting zero signal from nothing. You're getting zero signal from them. They're just going to bring down them. They're just going to bring down them. They're just going to bring down your deliverability.

your deliverability. your deliverability. And again, limit the number of sends. If And again, limit the number of sends. If And again, limit the number of sends. If it sounds like we're harping on this, it sounds like we're harping on this, it sounds like we're harping on this, it's because we have a lot of hard data it's because we have a lot of hard data it's because we have a lot of hard data that points to this number and we've that points to this number and we've that points to this number and we've looked at a lot of different variables looked at a lot of different variables looked at a lot of different variables and somehow this seems to keep being one and somehow this seems to keep being one and somehow this seems to keep being one of the critical items. And so, um, this of the critical items. And so, um, this of the critical items. And so, um, this is the reason why we do the research. is the reason why we do the research. is the reason why we do the research. We're not just trying to tell you cool, We're not just trying to tell you cool, We're not just trying to tell you cool, you know, ways to fill your pipeline you know, ways to fill your pipeline you know, ways to fill your pipeline with a million dollars in in in leads or with a million dollars in in in leads or with a million dollars in in in leads or whatever. Like, this is concrete data whatever. Like, this is concrete data whatever. Like, this is concrete data and research that we're trying to make and research that we're trying to make and research that we're trying to make sure uh we get in your hands. So, sure uh we get in your hands. So, sure uh we get in your hands. So, what's Jeremy think? Just make sure what's Jeremy think? Just make sure what's Jeremy think? Just make sure you're sending it to valid emails and you're sending it to valid emails and you're sending it to valid emails and that will give you peace of mind right that will give you peace of mind right that will give you peace of mind right there. Just a little reductionist, but there. Just a little reductionist, but there. Just a little reductionist, but yes, I I generally agree that's probably yes, I I generally agree that's probably yes, I I generally agree that's probably one of the best ways to make sure that one of the best ways to make sure that one of the best ways to make sure that you go to bed uh comfortably each night you go to bed uh comfortably each night you go to bed uh comfortably each night not worrying about your outreach. All not worrying about your outreach. All not worrying about your outreach. All right. Um I know we're getting low on right. Um I know we're getting low on right. Um I know we're getting low on time. Oliver, I'll hand this over to time. Oliver, I'll hand this over to time. Oliver, I'll hand this over to you. And then um I want to also point you. And then um I want to also point you. And then um I want to also point out that the monitoring and out that the monitoring and out that the monitoring and troubleshooting, there's been a number troubleshooting, there's been a number troubleshooting, there's been a number of those questions in the chat. So, if of those questions in the chat. So, if of those questions in the chat. So, if you've been asking, hey, what what you've been asking, hey, what what you've been asking, hey, what what should I do? This is going to be a great should I do? This is going to be a great should I do? This is going to be a great section to pay attention to. Take it section to pay attention to. Take it section to pay attention to. Take it away, Oliver.

away, Oliver. away, Oliver. >> Yeah, perfect. No, and I think the >> Yeah, perfect. No, and I think the >> Yeah, perfect. No, and I think the beauty of everything that Matt shared is beauty of everything that Matt shared is beauty of everything that Matt shared is it's it's all within our control. So, we it's it's all within our control. So, we it's it's all within our control. So, we want to make sure we're landing in want to make sure we're landing in want to make sure we're landing in inboxes, inboxes, inboxes, we follow this kind of as a as a sheet. we follow this kind of as a as a sheet. we follow this kind of as a as a sheet. And before we get into the Q&A, that's And before we get into the Q&A, that's And before we get into the Q&A, that's kind of what these next sections are kind of what these next sections are kind of what these next sections are about is to give you guys a list of about is to give you guys a list of about is to give you guys a list of action items to walk away with. And I action items to walk away with. And I action items to walk away with. And I know this deck will be shared with you know this deck will be shared with you know this deck will be shared with you guys after the presentation, but so guys after the presentation, but so guys after the presentation, but so don't feel the the need to screenshot don't feel the the need to screenshot don't feel the the need to screenshot anything now, but you'll have it if you anything now, but you'll have it if you anything now, but you'll have it if you want to definitely can. So, putting it want to definitely can. So, putting it want to definitely can. So, putting it all together, point one is we want to all together, point one is we want to all together, point one is we want to create subdomain. So, remember hunter.io create subdomain. So, remember hunter.io create subdomain. So, remember hunter.io is your main domain. Gohunter.io is your is your main domain. Gohunter.io is your is your main domain. Gohunter.io is your subdomain. Create a few of those. That's subdomain. Create a few of those. That's subdomain. Create a few of those. That's going to be best practice to make sure going to be best practice to make sure going to be best practice to make sure your brand is safe from de your brand is safe from de your brand is safe from de deliverability issues. Then under those deliverability issues. Then under those deliverability issues. Then under those subdomains, create email accounts. subdomains, create email accounts. subdomains, create email accounts. Usually two to three is going to be your Usually two to three is going to be your Usually two to three is going to be your sweet spot. You can take it up to five sweet spot. You can take it up to five sweet spot. You can take it up to five if you want to send at lower volumes and if you want to send at lower volumes and if you want to send at lower volumes and spread it out, but we recommend two to spread it out, but we recommend two to spread it out, but we recommend two to three per subdomain. And then make it a three per subdomain. And then make it a three per subdomain. And then make it a combination of your name. So remember, combination of your name. So remember, combination of your name. So remember, matt.io is the main domain. Make it matt.io is the main domain. Make it matt.io is the main domain. Make it mattunter.io, mattunter.io, mattunter.io, matt.tharpunter.io.

matt.tharpunter.io. matt.tharpunter.io. make them relevant to your actual domain make them relevant to your actual domain make them relevant to your actual domain because remember it's going to be an because remember it's going to be an because remember it's going to be an extension of your trust, your extension of your trust, your extension of your trust, your credibility, and your social proof. Then credibility, and your social proof. Then credibility, and your social proof. Then bullet three is warm up your email bullet three is warm up your email bullet three is warm up your email account. So we want to get to 15 to 50 account. So we want to get to 15 to 50 account. So we want to get to 15 to 50 emails per day. We don't want to as soon emails per day. We don't want to as soon emails per day. We don't want to as soon as we get the domain, we get everything as we get the domain, we get everything as we get the domain, we get everything set up. Start at 50. No, we can even set up. Start at 50. No, we can even set up. Start at 50. No, we can even scale up to 15 the first few days. You scale up to 15 the first few days. You scale up to 15 the first few days. You can go five emails per day, eight emails can go five emails per day, eight emails can go five emails per day, eight emails per day, 12 emails per day, 15 emails per day, 12 emails per day, 15 emails per day, 12 emails per day, 15 emails per day. Leave it there for a week, then per day. Leave it there for a week, then per day. Leave it there for a week, then go to 25, then 30, then you can take it go to 25, then 30, then you can take it go to 25, then 30, then you can take it up to 50 if you'd like. So scale it up up to 50 if you'd like. So scale it up up to 50 if you'd like. So scale it up over time. Don't just buy them, turn over time. Don't just buy them, turn over time. Don't just buy them, turn them on, start scaling to 50 because them on, start scaling to 50 because them on, start scaling to 50 because like we said, and tying into bullet like we said, and tying into bullet like we said, and tying into bullet point number four, we want to act point number four, we want to act point number four, we want to act naturally. So we keep it under 50 cents naturally. So we keep it under 50 cents naturally. So we keep it under 50 cents per per day from one email account. Stay per per day from one email account. Stay per per day from one email account. Stay away from the spammy content. make away from the spammy content. make away from the spammy content. make everything look like as if it was a everything look like as if it was a everything look like as if it was a human doing it. Automating it is going human doing it. Automating it is going human doing it. Automating it is going to be our bread and butter, of course, to be our bread and butter, of course, to be our bread and butter, of course, but the more we act natural, the less but the more we act natural, the less but the more we act natural, the less like we are to trigger any spam filters.

like we are to trigger any spam filters. like we are to trigger any spam filters. Then if we have any issues, we do have Then if we have any issues, we do have Then if we have any issues, we do have the deliverability. So if we're getting the deliverability. So if we're getting the deliverability. So if we're getting low replies, low open rates, high low replies, low open rates, high low replies, low open rates, high unsubscribe rates, check your domain and unsubscribe rates, check your domain and unsubscribe rates, check your domain and your email account health individually. your email account health individually. your email account health individually. You can run that through Hunter's You can run that through Hunter's You can run that through Hunter's deliverability deliverability deliverability checker. That's a tongue twister. So, checker. That's a tongue twister. So, checker. That's a tongue twister. So, and then point six, if we don't have any and then point six, if we don't have any and then point six, if we don't have any issues, we can use the deliverability issues, we can use the deliverability issues, we can use the deliverability checker every three months, once a checker every three months, once a checker every three months, once a quarter, maybe even a little longer than quarter, maybe even a little longer than quarter, maybe even a little longer than that if you're confident. So, we don't that if you're confident. So, we don't that if you're confident. So, we don't want this to be top of mind. Every day want this to be top of mind. Every day want this to be top of mind. Every day we're sending outbound email. If we do we're sending outbound email. If we do we're sending outbound email. If we do it right, it's going to last us several it right, it's going to last us several it right, it's going to last us several months. So, do it right the first time, months. So, do it right the first time, months. So, do it right the first time, follow the best practices, and you'll be follow the best practices, and you'll be follow the best practices, and you'll be good. But, like I said, always check if good. But, like I said, always check if good. But, like I said, always check if your TV remote batteries are going to go your TV remote batteries are going to go your TV remote batteries are going to go out anytime soon. you don't want to lose out anytime soon. you don't want to lose out anytime soon. you don't want to lose it during a big game. So, make sure it during a big game. So, make sure it during a big game. So, make sure we've got backups ready. Make sure we're we've got backups ready. Make sure we're we've got backups ready. Make sure we're staying on top of it. Make sure we do staying on top of it. Make sure we do staying on top of it. Make sure we do have some sense of how we're doing on have some sense of how we're doing on have some sense of how we're doing on the deliverability side. Even if our the deliverability side. Even if our the deliverability side. Even if our creatives, even if our outreach copy is creatives, even if our outreach copy is creatives, even if our outreach copy is killing it, make sure we're staying on killing it, make sure we're staying on killing it, make sure we're staying on top of our deliverability.

top of our deliverability. top of our deliverability. I can't say that word. But either way, I can't say that word. But either way, I can't say that word. But either way, we're we're in a good spot if you follow we're we're in a good spot if you follow we're we're in a good spot if you follow these six steps. So, checklist, like we these six steps. So, checklist, like we these six steps. So, checklist, like we said, run Hunter's free deliverability said, run Hunter's free deliverability said, run Hunter's free deliverability checker. Got it that time. Set up a checker. Got it that time. Set up a checker. Got it that time. Set up a sending subdomain. Create two to three sending subdomain. Create two to three sending subdomain. Create two to three email accounts per subdomain. Warm up email accounts per subdomain. Warm up email accounts per subdomain. Warm up the email accounts per sending. I think the email accounts per sending. I think the email accounts per sending. I think this is going to be our biggest point. this is going to be our biggest point. this is going to be our biggest point. You can do all the tech setup right, but You can do all the tech setup right, but You can do all the tech setup right, but that does not mean you go zero to 50 in that does not mean you go zero to 50 in that does not mean you go zero to 50 in one day. That's just going to waste your one day. That's just going to waste your one day. That's just going to waste your time setting all the other stuff up time setting all the other stuff up time setting all the other stuff up correctly. We verify every lead in your correctly. We verify every lead in your correctly. We verify every lead in your list. So, we could have all this stuff list. So, we could have all this stuff list. So, we could have all this stuff set up correctly. As Matt said, when set up correctly. As Matt said, when set up correctly. As Matt said, when you're building out your campaigns, we you're building out your campaigns, we you're building out your campaigns, we don't want to email 5,000 people, and don't want to email 5,000 people, and don't want to email 5,000 people, and not a single one of those is a real not a single one of those is a real not a single one of those is a real email account. That's going to put us in email account. That's going to put us in email account. That's going to put us in a tough spot to recover from. Switch to a tough spot to recover from. Switch to a tough spot to recover from. Switch to plain text campaigns. So, no images, no plain text campaigns. So, no images, no plain text campaigns. So, no images, no links, HTML formatting, Matt, especially links, HTML formatting, Matt, especially links, HTML formatting, Matt, especially no GIFs. Save those. Save those for your no GIFs. Save those. Save those for your no GIFs. Save those. Save those for your LinkedIn messages if you'd really like LinkedIn messages if you'd really like LinkedIn messages if you'd really like to send them. And then we turn off open to send them. And then we turn off open to send them. And then we turn off open tracking. So, we said if you're above tracking. So, we said if you're above tracking. So, we said if you're above 30% open tracking, you're in par with 30% open tracking, you're in par with 30% open tracking, you're in par with industry average. You don't want to keep industry average. You don't want to keep industry average. You don't want to keep sending the tracking rates. Keep sending the tracking rates. Keep sending the tracking rates. Keep tracking that because what that's going tracking that because what that's going tracking that because what that's going to do, we're going to be pushing to do, we're going to be pushing to do, we're going to be pushing cookies. So, while we aren't sending cookies. So, while we aren't sending cookies. So, while we aren't sending links in our actual email, the email links in our actual email, the email links in our actual email, the email itself is still going to come with some itself is still going to come with some itself is still going to come with some sort of tracking link. So, once you're sort of tracking link. So, once you're sort of tracking link. So, once you're above 30%, you can turn off open above 30%, you can turn off open above 30%, you can turn off open tracking and then use Hunter's email tracking and then use Hunter's email tracking and then use Hunter's email account center. So, build into Hunter

account center. So, build into Hunter account center. So, build into Hunter sequences. This center will show your sequences. This center will show your sequences. This center will show your domain health, show your account limits, domain health, show your account limits, domain health, show your account limits, and if we do have any deliverability and if we do have any deliverability and if we do have any deliverability issues, it'll give us warning on that. issues, it'll give us warning on that. issues, it'll give us warning on that. So, I know we ran through a lot of So, I know we ran through a lot of So, I know we ran through a lot of content in this webinar. We're about to content in this webinar. We're about to content in this webinar. We're about to jump into the Q&A, but if you are going jump into the Q&A, but if you are going jump into the Q&A, but if you are going to follow some steps, it is going to be to follow some steps, it is going to be to follow some steps, it is going to be those two pages we just went through. those two pages we just went through. those two pages we just went through. And then you can also go to Hunter's new And then you can also go to Hunter's new And then you can also go to Hunter's new email account center. So, you'll email account center. So, you'll email account center. So, you'll understand how your domain and email understand how your domain and email understand how your domain and email accounts, you'll get to see all of your accounts, you'll get to see all of your accounts, you'll get to see all of your health kind of points in one view. You health kind of points in one view. You health kind of points in one view. You can pinpoint any issues in your setup. can pinpoint any issues in your setup. can pinpoint any issues in your setup. You actually get in hunter advice on how You actually get in hunter advice on how You actually get in hunter advice on how to connect correct all of this stuff. to connect correct all of this stuff. to connect correct all of this stuff. And biggest benefit, it's free to use. And biggest benefit, it's free to use. And biggest benefit, it's free to use. So if you're sending outbound email, we So if you're sending outbound email, we So if you're sending outbound email, we can't recommend this tool highly enough. Not only is it great, lots to come Not only is it great, lots to come around email. So, uh, definitely if around email. So, uh, definitely if around email. So, uh, definitely if you're on the fence or if you are you're on the fence or if you are you're on the fence or if you are jumping around a bunch of tools trying jumping around a bunch of tools trying jumping around a bunch of tools trying to get all this done and you want to to get all this done and you want to to get all this done and you want to streamline your workflows, uh, streamline your workflows, uh, streamline your workflows, uh, definitely take a look not only at the definitely take a look not only at the definitely take a look not only at the email account center, but, uh, all the email account center, but, uh, all the email account center, but, uh, all the new email functionality in Hunter. All new email functionality in Hunter. All new email functionality in Hunter. All right, we're dangerously low on time, so right, we're dangerously low on time, so right, we're dangerously low on time, so let's, uh, James, maybe you can help let's, uh, James, maybe you can help let's, uh, James, maybe you can help prioritize, uh, the best questions here.

prioritize, uh, the best questions here. prioritize, uh, the best questions here. Um, and I don't mean best in terms of Um, and I don't mean best in terms of Um, and I don't mean best in terms of quality, but, uh, things that we can fit quality, but, uh, things that we can fit quality, but, uh, things that we can fit in the remaining time. in the remaining time. in the remaining time. >> Yeah, of course. So, um I think this >> Yeah, of course. So, um I think this >> Yeah, of course. So, um I think this question from Hannah is really, uh, you question from Hannah is really, uh, you question from Hannah is really, uh, you know, it's really relevant based on what know, it's really relevant based on what know, it's really relevant based on what we were talking about a second ago. Um, we were talking about a second ago. Um, we were talking about a second ago. Um, so Matt, if you could just, you know, so Matt, if you could just, you know, so Matt, if you could just, you know, kick us off with this question from kick us off with this question from kick us off with this question from Hannah around, um, email signatures. Hannah around, um, email signatures. Hannah around, um, email signatures. >> Yeah, I mean, ESPs are like they're >> Yeah, I mean, ESPs are like they're >> Yeah, I mean, ESPs are like they're pretty binary about that. The images are pretty binary about that. The images are pretty binary about that. The images are images to them. Um, I I don't have a lot images to them. Um, I I don't have a lot images to them. Um, I I don't have a lot of concrete data about this of concrete data about this of concrete data about this specifically, but I I'll be interested, specifically, but I I'll be interested, specifically, but I I'll be interested, James. I'm sure we have this data. Um, James. I'm sure we have this data. Um, James. I'm sure we have this data. Um, do you have off the top of your head a do you have off the top of your head a do you have off the top of your head a concrete metric around the impact of a concrete metric around the impact of a concrete metric around the impact of a plain text signature versus an plain text signature versus an plain text signature versus an imagebased signature? imagebased signature? imagebased signature? >> Not to hands, but I do believe that's >> Not to hands, but I do believe that's >> Not to hands, but I do believe that's something that we analyzed. What I something that we analyzed. What I something that we analyzed. What I always recommend and and said to Hannah always recommend and and said to Hannah always recommend and and said to Hannah in the chat is that um it's it just in the chat is that um it's it just in the chat is that um it's it just makes sense to strip away any sort of makes sense to strip away any sort of makes sense to strip away any sort of image u because it factors into that image u because it factors into that image u because it factors into that plain text versus HTML point that Oliver plain text versus HTML point that Oliver plain text versus HTML point that Oliver raised. I think it's crucial that you raised. I think it's crucial that you raised. I think it's crucial that you give your first email that best give your first email that best give your first email that best opportunity to get delivered and and the opportunity to get delivered and and the opportunity to get delivered and and the best way to do that is to not have a best way to do that is to not have a best way to do that is to not have a link of any kind uh in in the body of link of any kind uh in in the body of link of any kind uh in in the body of the email.

the email. the email. >> Yeah, you can always have a branded >> Yeah, you can always have a branded >> Yeah, you can always have a branded signature in replies. Um but like in the signature in replies. Um but like in the signature in replies. Um but like in the outbound outbound outbound email bodies, the email content email bodies, the email content email bodies, the email content themselves, it's probably better to themselves, it's probably better to themselves, it's probably better to limit that as much as you can. It's just limit that as much as you can. It's just limit that as much as you can. It's just an unnecessary step. Thanks, Hannah. in the subject line. in the subject line. Yeah, you know, there's a couple of Yeah, you know, there's a couple of Yeah, you know, there's a couple of comments here about newsletter and I comments here about newsletter and I comments here about newsletter and I want to carve this out as a separation. want to carve this out as a separation. want to carve this out as a separation. You know, Hunter's email sequencing, You know, Hunter's email sequencing, You know, Hunter's email sequencing, cold outreach, any sort of sales-based cold outreach, any sort of sales-based cold outreach, any sort of sales-based outreach or outbound type movement, outreach or outbound type movement, outreach or outbound type movement, there's a lot of terminology. Nobody's there's a lot of terminology. Nobody's there's a lot of terminology. Nobody's really centered on a specific set of really centered on a specific set of really centered on a specific set of terms, but newsletter marketing emails terms, but newsletter marketing emails terms, but newsletter marketing emails versus outbound salesreated emails are versus outbound salesreated emails are versus outbound salesreated emails are just different things. And so none of just different things. And so none of just different things. And so none of the advice that we're giving you is the advice that we're giving you is the advice that we're giving you is specific to things like newsletters. Um specific to things like newsletters. Um specific to things like newsletters. Um that's really more of like a marketing that's really more of like a marketing that's really more of like a marketing thing. That's where you get large bulk thing. That's where you get large bulk thing. That's where you get large bulk sender tools like um Mailchimp, um sender tools like um Mailchimp, um sender tools like um Mailchimp, um Constant Contact. There's a bunch of Constant Contact. There's a bunch of Constant Contact. There's a bunch of them. I'm I'm not up to to date on the them. I'm I'm not up to to date on the them. I'm I'm not up to to date on the latest email marketing tools, but like latest email marketing tools, but like latest email marketing tools, but like there's a bunch of them and those are there's a bunch of them and those are there's a bunch of them and those are better tools for sending newsletters. Um better tools for sending newsletters. Um better tools for sending newsletters. Um they're built for that. All of their they're built for that. All of their they're built for that. All of their deliverability is baked into their deliverability is baked into their deliverability is baked into their backend. What we're talking about are backend. What we're talking about are backend. What we're talking about are how should you be doing onetoone how should you be doing onetoone how should you be doing onetoone outreach messages and scaling up that to outreach messages and scaling up that to outreach messages and scaling up that to try to make that as effective as try to make that as effective as try to make that as effective as possible. So, uh very very different possible. So, uh very very different possible. So, uh very very different sets of things to talk about, Derek, and

sets of things to talk about, Derek, and sets of things to talk about, Derek, and probably why some of these things felt probably why some of these things felt probably why some of these things felt very very different for you. Um, happy very very different for you. Um, happy very very different for you. Um, happy to follow up in more detail and talk to follow up in more detail and talk to follow up in more detail and talk about the separation between things like about the separation between things like about the separation between things like newsletters and cold outreach. Uh, if if newsletters and cold outreach. Uh, if if newsletters and cold outreach. Uh, if if you'd like, let me know in the chat. Speaking of volume, um, yeah, so I think Speaking of volume, um, yeah, so I think we actually also have some specific data we actually also have some specific data we actually also have some specific data on this. I don't have it directly in on this. I don't have it directly in on this. I don't have it directly in front of me, but yes, sending multiple front of me, but yes, sending multiple front of me, but yes, sending multiple cold outreach to different people at the cold outreach to different people at the cold outreach to different people at the same firm in a short period of time can same firm in a short period of time can same firm in a short period of time can get you flagged. Um, it depends on how get you flagged. Um, it depends on how get you flagged. Um, it depends on how many people. If you send it to way too many people. If you send it to way too many people. If you send it to way too many people, that'll get you like many people, that'll get you like many people, that'll get you like absolutely blacklisted straight away. absolutely blacklisted straight away. absolutely blacklisted straight away. Um, and you'll definitely end up in Um, and you'll definitely end up in Um, and you'll definitely end up in junk, if not worse. So, you want to try junk, if not worse. So, you want to try junk, if not worse. So, you want to try to limit that. Also, limit the timing to limit that. Also, limit the timing to limit that. Also, limit the timing and make sure the body is different. So, and make sure the body is different. So, and make sure the body is different. So, for example, uh this is a concrete way for example, uh this is a concrete way for example, uh this is a concrete way that you could do something like this. that you could do something like this. that you could do something like this. Let's say you're targeting marketing Let's say you're targeting marketing Let's say you're targeting marketing departments or marketing decision makers departments or marketing decision makers departments or marketing decision makers and you get everybody in marketing at a and you get everybody in marketing at a and you get everybody in marketing at a company. You wouldn't want to send the company. You wouldn't want to send the company. You wouldn't want to send the same exact email to everybody in that same exact email to everybody in that same exact email to everybody in that department and you certainly wouldn't department and you certainly wouldn't department and you certainly wouldn't want to do it all in like the same day want to do it all in like the same day want to do it all in like the same day or week. Break out leadership from or week. Break out leadership from or week. Break out leadership from management from action takers. Think management from action takers. Think management from action takers. Think about the body of those because they're about the body of those because they're about the body of those because they're all, by the way, a different influence all, by the way, a different influence all, by the way, a different influence in the buying cycle anyway. And so the in the buying cycle anyway. And so the in the buying cycle anyway. And so the way that the content might be written way that the content might be written way that the content might be written for one versus another should be for one versus another should be for one versus another should be different. The problem might be the different. The problem might be the different. The problem might be the same, but the way they experience that same, but the way they experience that same, but the way they experience that problem is different. And so the way you problem is different. And so the way you problem is different. And so the way you talk about that problem should be talk about that problem should be talk about that problem should be different.

different. different. just by breaking them up into three just by breaking them up into three just by breaking them up into three different segments based on the way they different segments based on the way they different segments based on the way they interact in a buying decision is often interact in a buying decision is often interact in a buying decision is often enough to change the content. Also, you enough to change the content. Also, you enough to change the content. Also, you probably want to send it on a different probably want to send it on a different probably want to send it on a different time horizon because if you send it to time horizon because if you send it to time horizon because if you send it to the CMO first and he replies, you may the CMO first and he replies, you may the CMO first and he replies, you may not actually need to send those other not actually need to send those other not actually need to send those other messages. So, this is a way for you to messages. So, this is a way for you to messages. So, this is a way for you to change the content and stagger the change the content and stagger the change the content and stagger the delivery times to make sure that this delivery times to make sure that this delivery times to make sure that this doesn't become a problem. Jason, doesn't become a problem. Jason, doesn't become a problem. Jason, >> would you add anything to that? Oliver, >> would you add anything to that? Oliver, >> would you add anything to that? Oliver, >> no. I think that you hit it on the head, >> no. I think that you hit it on the head, >> no. I think that you hit it on the head, but think about it in terms of best but think about it in terms of best but think about it in terms of best practices anyways, just in real life, practices anyways, just in real life, practices anyways, just in real life, right? So, if we send a perfect cold right? So, if we send a perfect cold right? So, if we send a perfect cold email at the perfect time to the CMO email at the perfect time to the CMO email at the perfect time to the CMO about a marketing campaign we can run about a marketing campaign we can run about a marketing campaign we can run for them, if he's looking for it, he's for them, if he's looking for it, he's for them, if he's looking for it, he's probably going to bring it up to his probably going to bring it up to his probably going to bring it up to his team and then somebody on his team, if team and then somebody on his team, if team and then somebody on his team, if they've received the exact same email, they've received the exact same email, they've received the exact same email, might be like, I just got that email, might be like, I just got that email, might be like, I just got that email, too. The CMO is going to be a little bit too. The CMO is going to be a little bit too. The CMO is going to be a little bit turned off. They just like, oh, they turned off. They just like, oh, they turned off. They just like, oh, they just cold blasted us ne next campaign. just cold blasted us ne next campaign. just cold blasted us ne next campaign. So, I think that's from a deliverability So, I think that's from a deliverability So, I think that's from a deliverability standpoint. We're good. But also, just standpoint. We're good. But also, just standpoint. We're good. But also, just think about it kind of best practice of think about it kind of best practice of think about it kind of best practice of how you'd want to build the relationship how you'd want to build the relationship how you'd want to build the relationship to begin with.

to begin with. to begin with. >> James, we've got a bunch of questions >> James, we've got a bunch of questions >> James, we've got a bunch of questions we're not going to get to. How do you we're not going to get to. How do you we're not going to get to. How do you want us to how do you want to let want us to how do you want to let want us to how do you want to let everybody know we're going to follow up everybody know we're going to follow up everybody know we're going to follow up on that? on that? on that? >> Yeah. So, what we'll do, uh, everyone >> Yeah. So, what we'll do, uh, everyone >> Yeah. So, what we'll do, uh, everyone who's who's still here and watching on who's who's still here and watching on who's who's still here and watching on demand, there'll be an email that will demand, there'll be an email that will demand, there'll be an email that will come out, um, uh, in the next couple of come out, um, uh, in the next couple of come out, um, uh, in the next couple of days where we will answer these days where we will answer these days where we will answer these questions, um, in a blog format. Um for questions, um, in a blog format. Um for questions, um, in a blog format. Um for now I just wanted to thank everyone for now I just wanted to thank everyone for now I just wanted to thank everyone for joining and just get one last question joining and just get one last question joining and just get one last question snuck in there at the end. Um this one snuck in there at the end. Um this one snuck in there at the end. Um this one is uh from um Sam Suzan who is asking is uh from um Sam Suzan who is asking is uh from um Sam Suzan who is asking about similar domains versus subdomains. about similar domains versus subdomains. about similar domains versus subdomains. Oliver, could you say something to this Oliver, could you say something to this Oliver, could you say something to this just before we wrap up? >> Yeah. So when you say >> Yeah. So when you say James and Matt jump in here as well, but James and Matt jump in here as well, but James and Matt jump in here as well, but when he says similar domains versus when he says similar domains versus when he says similar domains versus subdomains of the brand or brand domain, subdomains of the brand or brand domain, subdomains of the brand or brand domain, what what's the differentiator between what what's the differentiator between what what's the differentiator between similar and subdomains? Because in my similar and subdomains? Because in my similar and subdomains? Because in my perspective, similar domains and perspective, similar domains and perspective, similar domains and subdomains are pretty equivalent. subdomains are pretty equivalent. subdomains are pretty equivalent. >> Well, it would be like if I'm sending >> Well, it would be like if I'm sending >> Well, it would be like if I'm sending the email from go hunter.io versus the email from go hunter.io versus the email from go hunter.io versus mail.hunter.io, IO. Uh the first one mail.hunter.io, IO. Uh the first one mail.hunter.io, IO. Uh the first one would be a secondary domain uh or a would be a secondary domain uh or a would be a secondary domain uh or a similar domain and the subdomain would similar domain and the subdomain would similar domain and the subdomain would be mail.hunter.io.

>> Gotcha. So yeah, I think the more >> Gotcha. So yeah, I think the more variation you can have the better at the variation you can have the better at the variation you can have the better at the end of the day to keep it very simple. end of the day to keep it very simple. end of the day to keep it very simple. Um the big number one no is do not send Um the big number one no is do not send Um the big number one no is do not send from the primary domain. Any any from the primary domain. Any any from the primary domain. Any any subdomain or similar domain underneath subdomain or similar domain underneath subdomain or similar domain underneath that, you're ready to rock and roll. All right, everybody who's still here, All right, everybody who's still here, thanks so much for going along with us. thanks so much for going along with us. thanks so much for going along with us. Uh, as James said, we'll make sure all Uh, as James said, we'll make sure all Uh, as James said, we'll make sure all the questions get followed up uh in a the questions get followed up uh in a the questions get followed up uh in a blog post, so keep your eyes peeled for blog post, so keep your eyes peeled for blog post, so keep your eyes peeled for an announcement about that in the coming an announcement about that in the coming an announcement about that in the coming days. And again, thank you so much. I days. And again, thank you so much. I days. And again, thank you so much. I hope this was valuable. Um, as always, I hope this was valuable. Um, as always, I hope this was valuable. Um, as always, I encourage this. Please don't hesitate. encourage this. Please don't hesitate. encourage this. Please don't hesitate. I'd love feedback. We're always trying I'd love feedback. We're always trying I'd love feedback. We're always trying to make each one of these better than to make each one of these better than to make each one of these better than the last. So, anything that you think, the last. So, anything that you think, the last. So, anything that you think, put it in chat, email it to me directly, put it in chat, email it to me directly, put it in chat, email it to me directly, whatever you want to do. Uh we're here whatever you want to do. Uh we're here whatever you want to do. Uh we're here to try to make sure we're giving you to try to make sure we're giving you to try to make sure we're giving you information that's helpful. We're not information that's helpful. We're not information that's helpful. We're not here to hear ourselves talk. So uh here to hear ourselves talk. So uh here to hear ourselves talk. So uh please the feedback is appreciated please the feedback is appreciated please the feedback is appreciated and happy Thursday. and happy Thursday. and happy Thursday. >> Appreciate everybody for joining in. And >> Appreciate everybody for joining in. And >> Appreciate everybody for joining in. And I know we're going to answer this in I know we're going to answer this in I know we're going to answer this in blogs, but if you want to send Matt a blogs, but if you want to send Matt a blogs, but if you want to send Matt a message on LinkedIn, me a message on message on LinkedIn, me a message on message on LinkedIn, me a message on LinkedIn, we're more than happy to LinkedIn, we're more than happy to LinkedIn, we're more than happy to answer there as well. So answer there as well. So answer there as well. So >> happy Nike Air Day.

>> happy Nike Air Day. >> happy Nike Air Day. March 26 every year. Good stuff. They March 26 every year. Good stuff. They March 26 every year. Good stuff. They said,