More Than A Few Words

E-mail marketing has changed, and so must your approach if you want to reach your audience in 2025. I chatted with MV Braverman, founder of Inbox Welcome, to talk about e-mail deliverability—a topic often overlooked but absolutely essential. While we all obsess over catchy subject lines and beautiful designs, none of that matters if your e-mails never make it to the inbox. MV shared practical advice to help you understand deliverability and improve your results. Here are a few of the key takeaways: Authentication is Non-Negotiable To combat spam, providers like Google and Yahoo now require senders to authenticate their e-mails. Tools like SPF, DKIM, and DMARC ensure your e-mails are verified and trustworthy. But here’s the catch: while platforms like MailChimp can help you authenticate campaign emails, that’s only part of the puzzle. MV recommends a comprehensive setup covering all your email streams—like invoices, auto-responders, and proposals. Reporting Matters DMARC doesn’t just verify your emails—it