Topics to Learn for Advanced Email Deliverability Techniques.
Mail Server Management: In-depth study of configuring and managing servers such as PowerMTA, Zimbra, Postfix, Strongmail, Qmail, and Exim.
Advanced Email Authentication: Best practices for implementing SPF, DKIM, DMARC, and BIMI, and managing DMARC reports for insights.
Bounce Management: Strategies for handling soft and hard bounces to improve email deliverability.
Spam Filters and Reputation Management: Tools like SpamCop, Watchguard, and Project Honey Pot to manage spam complaints and sender reputation.
Blacklist Management: Techniques for avoiding and recovering from IP or domain blacklisting.
Email Warm-up Strategies: Current methods for warming up domains, IPs, and email accounts to ensure high deliverability.
Content Optimization: Advanced techniques for avoiding spam filters, such as refining message headers, HTML coding, and keyword filtering.
ISP and ESP-Specific Expertise
Tools: Learn advanced features of ReturnPath, Google Postmaster Tools, Microsoft SNDS, 250Ok (now part of Validity), and Email On Acid.
ISP-Specific Compliance: Understanding the delivery mechanisms of Gmail, Yahoo, Outlook, and AOL.
ESP Tools: Hands-on experience with platforms like SendGrid, SES, Mailchimp, Benchmark, MailWizz, Interspire, Sendy, and MailTrain.
Marketing Automation & Analytics
Email Segmentation: Master advanced segmentation techniques based on user behavior, engagement, and demographics.
A/B Testing and Optimization: Learn how to conduct systematic testing for subject lines, email content, and CTAs to optimize performance.
Behavioral Triggers: Setting up automated workflows based on user interactions and lead scoring.
ROI-Driven Campaign Management: Using analytics to improve open rates, click rates, and conversions for campaign optimization.
Emerging Email Trends
AI and Machine Learning: Leverage AI for personalized email campaigns, predictive deliverability analysis, and insights into user behavior.
Zero-Party Data Utilization: Use voluntarily shared data from users to enhance segmentation and personalization strategies.
Dark Mode Optimization: Designing email templates that are optimized for dark mode compatibility across various devices.
AMP for Email: Explore dynamic content delivery within emails using AMP.
Domain Alignment and BIMI: Strengthen brand trust by ensuring domain alignment and implementing BIMI (Brand Indicators for Message Identification).
Lead Generation and Outreach
LinkedIn Outreach: Creating targeted LinkedIn campaigns, advanced research using Sales Navigator, and automating LinkedIn lead generation.
Data Collection: Online research for lead sourcing and utilizing email validation and enrichment tools like Snovio and SalesQL.
Social Media Outreach: Best practices for DM campaigns on platforms like Instagram, Facebook, and Twitter.
eCommerce and Advanced Campaigns
eCommerce Platforms: Master the integration of Klaviyo with Shopify, WooCommerce, and BigCommerce, and crafting pre-purchase, cart abandonment, and post-purchase flows.
Segmentation and Personalization: Learn advanced segmentation techniques and how to personalize campaigns based on user behavior for better targeting.
Email Marketing Tools
Tool Mastery: Deep-dive into tools like Gmass, Sendinblue, Mailchimp, Sendgrid, Mailer Lite, Mailer Cloud, Blue Core, and Mailtester and compare their features and use cases for email campaigns.
Compliance and Legal Considerations
Email Marketing Laws: Understand and comply with global email marketing laws like GDPR, CAN-SPAM, and CCPA to ensure legal compliance in all campaigns.
Additional Tools and Certifications
Tool Certifications:
HubSpot Email Marketing Certification
Google Analytics for Marketers
Klaviyo Email Marketing Certification
Salesforce Pardot Specialist
Marketo Certified Expert
Deliverability & Anti-Spam Certifications:
Certified by ReturnPath (Validity)
Certified Email Marketing Professional (CEMP)
M3AAWG Training on Anti-Abuse & Deliverability Practices
Cloud Platforms:
AWS SES and Pinpoint
Google Cloud (Cloud DNS for email-related configurations)
Microsoft Azure (SMTP and transactional email setups)
Technical Skills
DNS Management: Master advanced configurations for SPF, DKIM, DMARC, and MX records.
Postfix and PowerMTA Tuning: Optimize performance and queue management.
Python for Email Analytics: Use Python for data analysis, automation scripts, and email deliverability audits.
Soft Skills
Email Copywriting: Learn to craft compelling, conversion-driven email content.
Cross-Channel Strategy: Integrate email marketing with LinkedIn, SMS, and other outreach channels for comprehensive campaigns.
Recommended Tools to Master
Deliverability Monitoring Tools:
250Ok (Validity)
GlockApps
Postmaster by Gmail
EmailConsul
Warmbox
Anti-Spam Monitoring & Reputation Tools:
MXToolbox
Talos Intelligence
Barracuda Central
Marketing Automation:
ActiveCampaign
HubSpot
Autopilot
Testing & Preview Tools:
Litmus
Email on Acid
Lead Generation & Outreach Tools:
Instantly
Lemlist
Apollo.io
Woodpecker.co
Data Tools:
Hunter.io
Snov.io
Clearbit