DELIVERABILITY MASTERCLASS
DELIVERABILITY MASTERCLASS
Learn how to stop your emails ending up in the spam folder. The primary inbox is where the money is.
Learn how to stop your emails ending up in the spam folder. The primary inbox is where the money is.
Watch the video below to learn more 👇
Watch the video below to learn more 👇
What Is Deliverability?
What Is Deliverability?
What Is Deliverability?
It's simple, deliverability is your domains ability to send emails that end up in the main/primary inbox, which is exactly where your want them. Otherwise they are filtered into the 'spam' or 'promotions' folder where they will not be opened or trusted, this, in turn, hurts deliverability even more.
The reason for this filtering is as a result of increased spam prevention measures implemented by major email providers like Gmail, Microsoft Exchange, Yahoo etc. due to them trying to improve the user experience and market over-saturation.
So, deliverability is a sort of score given to your domain based on its reputation.
You need to repair your domains reputation in the eyes of these providers!
It's simple, deliverability is your domains ability to send emails that end up in the main/primary inbox, which is exactly where your want them. Otherwise they are filtered into the 'spam' or 'promotions' folder where they will not be opened or trusted, this, in turn, hurts deliverability even more.
The reason for this filtering is as a result of increased spam prevention measures implemented by major email providers like Gmail, Microsoft Exchange, Yahoo etc. due to them trying to improve the user experience and market over-saturation.
So, deliverability is a sort of score given to your domain based on its reputation.
You need to repair your domains reputation in the eyes of these providers!
It's simple, deliverability is your domains ability to send emails that end up in the main/primary inbox, which is exactly where your want them. Otherwise they are filtered into the 'spam' or 'promotions' folder where they will not be opened or trusted, this, in turn, hurts deliverability even more.
The reason for this filtering is as a result of increased spam prevention measures implemented by major email providers like Gmail, Microsoft Exchange, Yahoo etc. due to them trying to improve the user experience and market over-saturation.
So, deliverability is a sort of score given to your domain based on its reputation.
You need to repair your domains reputation in the eyes of these providers!
First Things First - Open Rates & Click Rates
First Things First - Open Rates & Click Rates
First Things First - Open Rates & Click Rates
A good way of measuring your own deliverability is to look at your key metrics.
Below are the metrics to aim for:
A good way of measuring your own deliverability is to look at your key metrics.
Below are the metrics to aim for:
A good way of measuring your own deliverability is to look at your key metrics.
Below are the metrics to aim for:
Open Rates
Open Rates
Open Rates
>33%
>33%
>33%
Bounce Rates
Bounce Rates
Bounce Rates
<1%
<1%
<1%
Click Rates
Click Rates
Click Rates
>1%
>1%
>1%
Spam Complaint Rate
Spam Complaint Rate
Spam Complaint Rate
<0.01%
<0.01%
<0.01%
If you're not meeting these minimum requirements you need to read on.
If you're not meeting these minimum requirements you need to read on.
If you're not meeting these minimum requirements you need to read on.
Self Diagnosis:
Using Glockapps you can see where you emails are going. Spam, Promotions or Main Inbox.
Self Diagnosis:
Using Glockapps you can see where you emails are going. Spam, Promotions or Main Inbox.
Self Diagnosis:
Using Glockapps you can see where you emails are going. Spam, Promotions or Main Inbox.
Improve Deliverability Through:
Improve Deliverability Through:
Improve Deliverability Through:
Authentication
Authentication
Authentication
SPF, DKIM, DMARC = must-have
SPF, DKIM, DMARC = must-have
SPF, DKIM, DMARC = must-have
Warm-Up
Warm-Up
Warm-Up
Gradual volume growth + regular cadence
Gradual volume growth + regular cadence
Gradual volume growth + regular cadence
Segmentation
Segmentation
Segmentation
Prioritise highly engaged subscribers
Prioritise highly engaged subscribers
Prioritise highly engaged subscribers
Engagement
Engagement
Engagement
Maximize opens, clicks, and replies. Minimize complaints.
Maximize opens, clicks, and replies. Minimize complaints.
Maximize opens, clicks, and replies. Minimize complaints.
Quality Emails
Quality Emails
Quality Emails
Valuable, enjoyable emails win.
Valuable, enjoyable emails win.
Valuable, enjoyable emails win.
Technical Setup
Technical Setup
Technical Setup
New domain? Existing domain? Answer is the same, set-up is key and without it you are going into spam!
Set up email authentication (SPF, DKIM, DMARC) to verify your emails as legitimate. This helps prevent them from being flagged as spam.
For us Klaviyo users this couldn't be easier and who better to explain than Klaviyo themselves > Please Click Here to Set Up
Already set up? No problem!
New domain? Existing domain? Answer is the same, set-up is key and without it you are going into spam!
Set up email authentication (SPF, DKIM, DMARC) to verify your emails as legitimate. This helps prevent them from being flagged as spam.
For us Klaviyo users this couldn't be easier and who better to explain than Klaviyo themselves > Please Click Here to Set Up
Already set up? No problem!
New domain? Existing domain? Answer is the same, set-up is key and without it you are going into spam!
Set up email authentication (SPF, DKIM, DMARC) to verify your emails as legitimate. This helps prevent them from being flagged as spam.
For us Klaviyo users this couldn't be easier and who better to explain than Klaviyo themselves > Please Click Here to Set Up
Already set up? No problem!
Proper Warm-Up and Send Patterns
Proper Warm-Up and Send Patterns
Proper Warm-Up and Send Patterns
Inbox providers now demand:
Slow, gradual warm-up of new domains.
Consistent sending (at least 1x/week) to maintain a healthy rep.
Inbox providers now demand:
Slow, gradual warm-up of new domains.
Consistent sending (at least 1x/week) to maintain a healthy rep.
Inbox providers now demand:
Slow, gradual warm-up of new domains.
Consistent sending (at least 1x/week) to maintain a healthy rep.
Note:
If you already have bad deliverability, you can “reset” by acting like it’s a new domain and following this warm-up.
Note:
If you already have bad deliverability, you can “reset” by acting like it’s a new domain and following this warm-up.
Note:
If you already have bad deliverability, you can “reset” by acting like it’s a new domain and following this warm-up.
Biggest Change for 2025
You can’t go from zero to blasting 100K+ contacts without warm-up.
Example warm-up cadence:
Start with 500 contacts.
Then 1K → 5K → 10K → 25K, etc.
Expand only if you're getting good open rates.
Even large lists (e.g. 1M+) can be warmed over 1–2 months.
Biggest Change for 2025
You can’t go from zero to blasting 100K+ contacts without warm-up.
Example warm-up cadence:
Start with 500 contacts.
Then 1K → 5K → 10K → 25K, etc.
Expand only if you're getting good open rates.
Even large lists (e.g. 1M+) can be warmed over 1–2 months.
Biggest Change for 2025
You can’t go from zero to blasting 100K+ contacts without warm-up.
Example warm-up cadence:
Start with 500 contacts.
Then 1K → 5K → 10K → 25K, etc.
Expand only if you're getting good open rates.
Even large lists (e.g. 1M+) can be warmed over 1–2 months.
Note:
There will be an initial drop in revenue from email at the early stages of warm-up but a warmed email address will more than make up for it.
Note:
There will be an initial drop in revenue from email at the early stages of warm-up but a warmed email address will more than make up for it.
Note:
There will be an initial drop in revenue from email at the early stages of warm-up but a warmed email address will more than make up for it.
Engagement-Based Sending
Engagement-Based Sending
Engagement-Based Sending
Only email your engaged segments.
Start with 14 or 30-day engaged → Expand to (30)/60/90/120 as your domain warms up.
Subject lines don't fix low open rates—list targeting does.
Stop sending to people who haven’t opened in months.
Only email your engaged segments.
Start with 14 or 30-day engaged → Expand to (30)/60/90/120 as your domain warms up.
Subject lines don't fix low open rates—list targeting does.
Stop sending to people who haven’t opened in months.
Only email your engaged segments.
Start with 14 or 30-day engaged → Expand to (30)/60/90/120 as your domain warms up.
Subject lines don't fix low open rates—list targeting does.
Stop sending to people who haven’t opened in months.
Segment example:
Opened or clicked in past 30 days AND is subscribed AND 0% bounce
Segment example:
Opened or clicked in past 30 days AND is subscribed AND 0% bounce
Segment example:
Opened or clicked in past 30 days AND is subscribed AND 0% bounce
Create Quality Emails
Create Quality Emails
Create Quality Emails
Concise, Visual & Action-Driven Emails
In today’s fast-paced, dopamine-fuelled world, your subscribers won’t read long-winded messages. Instead, capture their attention the moment they open:
Brevity Is King: Get to your point in the first two sentences.
Eye-Catching, On-Brand Graphics: Use personalised visuals that reinforce your message.
Enticing, Benefit-Led Copy: Highlight “what’s in it for me” right away.
Single, Clear CTA: Make it impossible to miss—and simple to click.
By combining crisp copy, bold imagery, and an unmistakable next step, you’ll deliver the instant gratification your audience craves—and drive the engagement you need
Concise, Visual & Action-Driven Emails
In today’s fast-paced, dopamine-fuelled world, your subscribers won’t read long-winded messages. Instead, capture their attention the moment they open:
Brevity Is King: Get to your point in the first two sentences.
Eye-Catching, On-Brand Graphics: Use personalised visuals that reinforce your message.
Enticing, Benefit-Led Copy: Highlight “what’s in it for me” right away.
Single, Clear CTA: Make it impossible to miss—and simple to click.
By combining crisp copy, bold imagery, and an unmistakable next step, you’ll deliver the instant gratification your audience craves—and drive the engagement you need
Concise, Visual & Action-Driven Emails
In today’s fast-paced, dopamine-fuelled world, your subscribers won’t read long-winded messages. Instead, capture their attention the moment they open:
Brevity Is King: Get to your point in the first two sentences.
Eye-Catching, On-Brand Graphics: Use personalised visuals that reinforce your message.
Enticing, Benefit-Led Copy: Highlight “what’s in it for me” right away.
Single, Clear CTA: Make it impossible to miss—and simple to click.
By combining crisp copy, bold imagery, and an unmistakable next step, you’ll deliver the instant gratification your audience craves—and drive the engagement you need
Great Design
Great Design
Great Design
Dopamine Release
Dopamine Release
Dopamine Release
Positive Association
Positive Association
Positive Association
Future Opens
Future Opens
Future Opens
Insider Tip:
Send text based emails from the founder to boost engagement. These perform really well!
Insider Tip:
Send text based emails from the founder to boost engagement. These perform really well!
Insider Tip:
Send text based emails from the founder to boost engagement. These perform really well!
Essential Tools:
Essential Tools:
Essential Tools:
Sending + Metrics
>> Klaviyo <<
Design (Recommended)
>>Figma<<
Design
>>Canva<<
LLM
>>ChatGPT<<
Email Deliverability Checker
>>GlockApps<<
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