Jakub Olexa, Founder & CEO at Mailkit & Omnivery, M3AAWG Guides Committee Vice-chair, M3AAWG Champions Committee Co-Chair

Welcome to episode 12 of emailgeeks.show, the podcast where email enthusiasts from around the world share insights on email marketing, deliverability, and strategies. Hosted by Sella Yoffe, an email deliverability consultant, this episode features Jakub Oleksa, founder and CEO of MailKit and Omnivery. Together, they delve into the fascinating world of non-human interactions (NHI) in email marketing, a phenomenon reshaping how marketers understand opens and clicks.Key Discussion Points:Introduction to Non-Human Interactions (NHI) [00:02:30]Explanation of NHI and its impact on email marketing.Differentiating between bot interactions and NHI.The Role of Apple Mail Privacy Protection (MPP) [00:10:45]How Apple MPP affects open rates.Discussion on the rise of non-humans opens due to Apple MPP.Impact of NHI on Email Marketing Metrics [00:25:00]Challenges in accurately measuring open and click rates.The effect of NHI on conversion rates and list hygiene.Strategies for Dealing with NHI [00:40:15]Importance of understanding and suppressing NHI.How marketers can adjust strategies to account for non-human interactions.The Future of Email Engagement Metrics [00:55:30]Potential industry standards for engagement metrics.The role of mailbox providers in providing reliable engagement data.Advanced Solutions for Detecting NHI [01:10:00]Introduction to Omivery's API for detecting non-human interactions.How ESPs and large senders can use advanced tools for better metrics.Quotes:- "Non-human interactions are those interactions that appear to come from the recipient but are actually performed by automated systems." [00:05:15]- "Apple MPP is definitely a non-human interaction... it loads emails in the background, making everyone seem active." [00:12:30]- "You cannot do list hygiene based on fake opens and fake clicks. You need to focus on real human interactions." [00:50:45]- "The biggest value of open rates is when you're looking at open rates over time per destination." [00:46:30]Stay tuned for more episodes of emailgeeks.show, where we continue to explore the latest trends and insights in the world of email marketing. Don't forget to subscribe and leave a review if you enjoyed this episode!subscribe to our mailing list to get updatesEmailGeeks.Show Season. 1 Episode: 12 Copywrite: DATAMEDIA | Sella Yoffe Podcast Page: Email Geeks Show website Episode Page: https://emailgeeks.show/jakub-olexa-nhi-non-human-interactions/ ---------------------opening music: https://uppbeat.io/t/reakt-music/deep-stoneLicense code: TPPQ0BDS5ZP1NWZL

Introduction:Welcome to Episode 11 of EmailGeeks.Show, the podcast where email geeks and professionals from around the globe share insights into email marketing, deliverability, and strategies. Hosted by Sella Yoffe, an email deliverability consultant, this episode features a conversation with Dmitry Kudrenko, founder and CEO of Stripo, an innovative email design platform.Key Discussion Points:- Email Design Challenges and Solutions (00:01:30): Dmitry highlights the ongoing challenges in email design, particularly for accessibility and the constraints faced by Ukrainian users due to internet restrictions. He emphasizes the importance of text-based emails over image-only emails for better deliverability and user experience.- Introduction to Stripo (00:04:00): Dmitry introduces Stripo, a SaaS platform designed to simplify email creation with beautiful designs, requiring no technical skills. Stripo offers integration with major email systems like Gmail, Outlook, and MailChimp.- Journey into Email Marketing (00:06:00): Dmitry shares his personal journey from a mathematical background to becoming an entrepreneur in the email marketing industry, highlighting the transition from programming to understanding marketing needs.- The Rise of Stripo (00:10:00): Dmitry discusses the evolution of Stripo from a module within their marketing automation system to a standalone product, focusing solely on email creation and design.- Email Editor Integration (00:18:00): Stripo's capability to integrate with over 1,000 systems is discussed, emphasizing the ease of migration and consistency for users switching platforms.- Future of Email Design (00:30:00): Dmitry talks about the shift from email templates to module-based design, enabling marketers to focus on content rather than technical aspects.- AMP for Email (00:35:00): Dmitry explains the benefits of AMP for email, providing dynamic content and real-time updates within email an enhancing user interaction.- International Email Design (00:50:00): The challenges and solutions for creating multi-language emails are explored, including integrations with translation services.- AI in Email Marketing (01:05:00): Dmitry shares insights on how AI can transform email marketing by optimizing customer journeys and enhancing personalization.Notable Quotes:- "Email marketing is not about one-time campaigns; it's about lifetime relationships." (01:10:00)- "AI must be in the core of your system working with the customer. It's why ESP became CDP." (01:13:00)- "We need to care about the customer, not about emails." (01:14:00)EmailGeeks.Show Season. 1 Episode: 11 Copywrite: DATAMEDIA | Sella Yoffe Podcast Page: Email Geeks Show website Episode Page: https://emailgeeks.show/dmitry-kudrenko/ ---------------------opening music: https://uppbeat.io/t/reakt-music/deep-stoneLicense code: TPPQ0BDS5ZP1NWZL

Introduction:Welcome back to another insightful episode of EmailGeeks.Show, the podcast that brings together email marketing experts from around the globe. I'm thrilled to host the legendary Joe Pulizzi, the "godfather of content marketing," in this episode. Joe is an entrepreneur, marketer, best-selling author, podcaster, and speaker and has influenced my journey as a content creator. Joe shares his insights into content creation and strategies for standing out in a crowded digital landscape.Key Discussion Points:1. Breaking Through the Noise (00:00:01)Joe discusses the importance of finding a unique area of differentiation to stand out amidst the content clutter.Emphasizes the need to understand your target audience and leverage your unique skills and knowledge.2. Joe's Journey (00:01:30)Joe shares his background in the publishing industry and the evolution of content marketing from custom media to a strategic marketing approach.3. Content Creator vs. Content Entrepreneur (00:06:45)Differentiates between content creators and content entrepreneurs, highlighting the importance of a "content tilt" for differentiation.4. Building an Audience (00:12:30)Joe advises focusing on one platform and being consistent in building a loyal audience over time, likening content creation to a marathon rather than a sprint.5. Niche Focus (00:17:00)Discusses the benefits of targeting a niche audience to become a leading informational expert in that area.6. Email First Approach (00:23:45)Joe explains the importance of not building content solely on rented platforms like social media. He emphasizes the value of controlling distribution through email.7. Newsletters Referral Programs for (00:30:00)Insights into successful referral programs used by newsletters like Morning Brew and The Hustle, and how they drive subscriber growth.8. Content Marketing's Role in Email (00:36:15)Joe discusses how content marketing can enhance email programs by providing value beyond sales pitches.9. Partnerships and Joint Ventures (00:43:00)Encourages collaborations between non-competing companies to share content creation efforts and reach wider audiences.10. Rising Above the Content Clutter (00:50:30)Offers tips for content creators to differentiate themselves and maintain a long-term commitment to their audience.Notable Quotes:"You have to figure out your sweet spot and differentiate in a way that most creators don't think about." (00:00:45)"Think of your email newsletter as a product, just like any other product you create." (00:36:45)"If you're thinking short-term, don't do content marketing. This is a marathon, not a sprint." (00:14:15)Conclusion:Joe Pulizzi provides valuable insights into the world of content marketing and email strategy. His emphasis on differentiation, audience focus, and long-term commitment provides a roadmap for aspiring content entrepreneurs.Follow Joe Pulizzi:- Subscribe to The Tilt newsletter at thetilt.com- Follow Joe on social media: @JoePulizzi- Explore Joe's books and content at joepulizzi.comEmailGeeks.Show Season. 1 Episode: 10 Copywrite: DATAMEDIA | Sella Yoffe Podcast Page: Email Geeks Show website Episode Page: https://emailgeeks.show/joe-pulizzi/ ---------------------opening music: https://uppbeat.io/t/reakt-music/deep-stoneLicense code: TPPQ0BDS5ZP1NWZL

Jay Schwedelson is a speaker, author, and digital pioneer.He is the founder of SubjectLine.com, Outcome Media, and Guru Media Hub.Register for guru eventJay Schwedelson is one of the top marketing experts in the U.S. His guiding philosophy centers on providing the latest, research-backed knowledge and best practices to marketers of all sizes and industries.Jay is the Founder of SubjectLine.com, the leading free subject-line rating tool, ranked in the top 1% of all websites worldwide. Having led SubjectLine.com through the testing of more than 15 million subject lines, Jay uses his knowledge to guide organizations across multiple industries on how to implement impactful email marketing.Jay is also the Founder of GURU Media Hub, which hosts the GURU conference, the world’s largest email marketing event, as well as other major marketing events that attract more than 50,000 attendees annually.His podcast, “Do This, Not That!: For Marketers,” is among the most popular in the United States and has been ranked in the top 10 out of over 50,000 marketing podcasts in the entire country.Through his agency, Outcome Media, his team executes over 40,000 marketing campaigns annually for many of the world’s most iconic and successful brands. Jay has been named to Crain’s Top 100 Industry Leaders for 10 consecutive years and was inducted into the Hall of Fame at his alma mater, the University of Florida College of Journalism and Communications, in recognition of career excellence.EmailGeeks.Show Season. 1 Episode: 9 Copywrite: DATAMEDIA | Sella Yoffe Podcast Page: Email Geeks Show website Episode Page: https://emailgeeks.show/jay-schwedelson ---------------------opening music: https://uppbeat.io/t/reakt-music/deep-stoneLicense code: TPPQ0BDS5ZP1NWZL

Ryan Phelan, Managing partner @ RPEOrigin email marketing agencyclick here for the Episode page, video clips, and show notes----With over two decades of online and email marketing experience, Ryan Phelan has focused on driving successful strategies for high-growth SaaS software and online companies and advancing winning digital strategies.In working for companies like Adestra, Acxiom, Responsys, Sears & Kmart, BlueHornet, and infoUSA, Ryan’s experience and history in the industry is unequaled. He works closely with RPE Origin’s client partners to identify their needs and develop a customized approach to achieve their goals with email marketing and related services.Ryan was awarded our industry’s top honor of the 2023 Thought Leader of the Year award from the ANA-EEC in recognition of his lifetime achievement and leadership in the email marketing space and is recognized as one of the top global thought leaders in email marketing.EmailGeeks.Show Season. 1 Episode: 8 Copywrite: DATAMEDIA | Sella Yoffe Podcast Page: Email Geeks Show website Episode Page: https://emailgeeks.show/ryan-phelan ---------------------opening music: https://uppbeat.io/t/reakt-music/deep-stoneLicense code: TPPQ0BDS5ZP1NWZL

Lauren Meyer, CMO @ SocketLabs, and the creator of the newsletter Send-It-Right click here for the Episode page, video clips, and show notesStay updated with Lauren's wonderful newsletter by signing up on her website: Lauren's websiteEmailGeeks.Show Season. 1 Episode: 7 Copywrite: DATAMEDIA | Sella Yoffe Podcast Page: Email Geeks Show website Episode Page: https://emailgeeks.show/lauren-meyer/ ---------------------opening music: https://uppbeat.io/t/reakt-music/deep-stoneLicense code: TPPQ0BDS5ZP1NWZL

Timestamped Chapters:[00:00] Introduction: Importance of choosing the right email service provider[01:03] Introducing Chris Marriott, founder of Email Connect[02:35] Speaker 2's experience in the advertising industry[03:55] Working with email agencies and Digital Impact[05:46] Speaker 2's involvement with the Relevancy Group[07:27] Challenges in choosing the right marketing technology platform[08:50] Lack of a go-to list of ESPs and evaluating vendors through RFPs[10:04] The rise of "cheap and cheerful" email platforms[11:24] Importance of choosing the right platform based on features[12:14] Considerations for migration and integration capabilities[13:32] Defining the modern ESP and the convergence with CDPs[15:28] Brands looking for alternatives to aging platforms[16:53] The importance of trusted advisors in vendor selection---https://uppbeat.io/t/reakt-music/deep-stoneLicense code: TPPQ0BDS5ZP1NWZL

Matthew Vernhout (@emailkarma) is the Principal Email Advisor with Email Industries, where he offers guidance, advice and consulting to clients. With a deep commitment to combating email-related challenges, Matthew holds the role of Secretary at the Coalition Against Unsolicited Commercial Email (CAUCE.org).In addition to his leadership roles, Matthew holds influential positions as the Communications Chair at the AuthIndicators Working Group (BIMIGroup.org) and the Training Vice Chair of the Messaging, Malware, Mobile Anti-Abuse Working Group (M3AAWG). He also serves as Chairperson Emeritus at the ANA's Email Experience Council and as a Board member for the Video Games Ethics Trust and Safety group (VGETS), showcasing his broad industry involvement.Matthew is the visionary founder of the Canadian Email Summit (emailsummit.ca), co-founder of Privacy Summit North (privacysummitnorth.ca) and the EmailDojo (emaildojo.io). Recognized as the 2019 EEC Thought Leader of the Year, he holds the distinction of being a Certified International Privacy Professional (Canada) (CIPP/C), underscoring his expertise in privacy matters.As a sought-after speaker, Matthew frequently addresses audiences at global email marketing and technology conferences, sharing his invaluable insights on industry trends and developments. His celebrated blog, EmailKarma.net, serves as a platform for thought leadership and expert commentary.Social Media: https://ekma.co/m/EmailKarma Chapters00:00 Introduction and Importance of Domain Reputation06:41 Matthew's Background and Journey into Email12:13 Deliverability Confusion and Email Sender Knowledge18:14 Roles of Email Platforms and Technology Providers23:11 Yahoo and Google's Authentication Enforcement Announcement27:41 BIMI and the Benefits of Brand Indicators30:51 Unsubscription Tools and Header Changes Implementation33:34 Subscription Centers and AI Consultants in Deliverability35:44 The Potential of AI in Email Delivery37:48 Speaker 2's Experience and Knowledge in Email Marketing40:13 Understanding Data and Privacy in Deliverability41:45 Speaker 2's Online Handles and Upcoming Eventsmusic: https://uppbeat.io/t/reakt-music/deep-stoneLicense code: TPPQ0BDS5ZP1NWZL

Podcast page:  watch videos from the podcast, transcript, and summary.  

Full Episode Page, Video, summary, transcript, and more show notesMain TopicsFuture Outlook for Email MarketingAddresses concerns about the future relevance of email amidst technological advancements. Explores factors such as privacy regulations, disillusionment with social media platforms, and ownership of subscriber relationships favoring email marketing’s longevity. Draws parallels between historical predictions about email’s decline and its continued resilience over time.Role of Email Innovation World in advancing email marketing strategiesThe conference focuses on providing advanced insights for successful email programs rather than covering basic concepts. It offers opportunities for experienced professionals to learn how to elevate their programs to the next level. The event aims to set itself apart by focusing on innovation within the field.Only Influencers email community and its role in the email marketing industryOnly Influencers is a community for email industry professionals to network, discuss email-related topics, and share knowledge. The community provides resources such as newsletters, blogs, webinars, and special reports to benefit both members and non-members. It aims to promote collaboration and support within the industry.Importance of understanding email marketing metricsThe OI Metrics project was launched as a resource for understanding email marketing metrics. A recent quiz revealed a need for better comprehension of these metrics among industry professionals. Understanding these numbers can significantly improve one’s ability to manage an email program effectively.Revenue per Email MetricRevenue per email (RPE) is favored over open rate or click-through rate as it directly impacts business bottom lines. RPE serves as a clear KPI for determining which emails drive more revenue per sent mail. Open and click-through rates are diagnostic metrics useful for improving RPE but should not be used as primary KPIs.Understanding Email Metrics and CalculationEmphasizes the significance of accurately calculating metrics like open rates and click-through rates. Highlights common misconceptions about unique opens, total opens, and their implications on interpreting metrics. Discusses how Apple MPP impacts traditional email metrics like open rates and CTOR.Importance of Click Reach and Unique ClickersClick Reach measures unique clickers across multiple email sends, providing insights for multi-effort series. Identifying the growth in new clickers helps in evaluating the effectiveness of email campaigns. Lack of new clickers may indicate the need to modify or eliminate certain email efforts.Email List GrowthNew names on the email list perform better than long-term subscribers, leading to higher open rates, click rates, and conversions. Moving the email sign-up from the footer to above the fold resulted in a 46% increase in email list growth. Placing the call-to-action above the fold is crucial for growing an email list.A/B Split TestingIt’s important to AB split test even if you’re sure that a change will improve performance, as it ensures audience agreement. AB testing is done differently in each email platform. The functionality for AB split testing built into ESP software is often ineffective and can lead in the wrong direction.Open Reach and Click Reach...