In this episode, email deliverability expert Matt Vern Hout joins the podcast to discuss essential insights into the current state of email delivery. 

Matt emphasizes the importance of looking at campaign performance over time and the value of engagement metrics in maintaining a healthy email list. He shares historical and recent changes in email authentication standards such as SPF, DKIM, and DMARC, and highlights their impact on improving email delivery. 

The conversation covers major shifts in the industry, including the implementation of one-click unsubscribe mechanisms mandated by major email providers like Google and Yahoo, and the rise of generative AI's role in both creating and filtering email content. 

Matt also talks about the tools and strategies new email services should adopt to mitigate abuse from day one. Looking ahead, he shares his hopes for the evolution of interactive email and improved security standards.

Highlights:

• Look at overall campaign performance, not just individual metrics.

• Email remains a crucial communication tool in business.

• Authentication standards like SPF, DKIM, and DMARC are essential.

• Unsubscribe mechanisms should be clear and easy to use.

• Engagement metrics are vital for maintaining a healthy email list.

• Generative AI is changing how emails are created and filtered.

• New email services must prepare for potential abuse from day one.

• Tools like BlackBox can help identify problematic email lists.

• AMP for email could revolutionize user interaction with emails.

• The email industry will continue to evolve with new technologies and standards.

Chapters

(00:00) Intro

(02:20) Email Industry Evolution

(03:54) Impact of Major Changes by Google and Yahoo

(07:57) The Role of Unsubscribes in Email Deliverability

(11:07) Importance of Engagement Metrics

(15:10) Challenges with Open and Click Rates

(18:00) Common Issues in Email Deliverability

(19:43) Generative AI in Email Marketing

(20:18) AI in Image Generation and Content Creation

(23:24) Manual Processes and AI Assistance

(29:39) Advice for New Email Service Providers

(31:57) Future of Email Deliverability

(38:52) Conclusion and Future Episodes

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