Fundamentals of Email Delivery

To kick off the SMART framework, Adrian invites us to challenge some common assumptions around email marketing. In this module, you'll learn why your email list might actually be a liability, how inbox providers like Google and Microsoft make decisions about what gets seen, and why you, not your software, are ultimately responsible for getting your emails delivered. This foundational shift in mindset will help you approach the rest of the course with clearer priorities and more confidence.

In this module, Adrian unpacks why engagement may be the most important factor influencing your deliverability and how to manage it effectively. You’ll learn how to identify which contacts on your list are assets (and which are liabilities), how mailbox providers like Google and Apple interpret engagement, and why chasing unresponsive contacts can hurt your reputation. Adrian also shares practical steps for list hygiene, including how often to clean your list, what thresholds to set, and how to interpret opens and clicks in today’s world.

This module covers the most technical (but non-negotiable) part of email success: authentication. Adrian demystifies the three core protocols (SPF, DKIM, and DMARC), explaining what they do, how they work together, and what happens if you skip them. You'll learn how to authorize platforms to send on your behalf, digitally sign your emails, and instruct mailbox providers what to do when authentication fails.

While implementation may require a bit of tech support, understanding these concepts is critical because without proper authentication, your emails simply won’t be seen. And it doesn’t matter how compelling your content is if now one is seeing it.

Your sender reputation determines whether your emails land in the inbox…or the spam folder. In this module, Adrian walks through what shapes that reputation, including how engagement, complaints, and malicious signups all factor in. You'll learn about the “virtuous circle” of positive engagement, how to train new subscribers to find and interact with your emails, and how to detect and prevent spam bot attacks. Adrian also introduces tools like Google Postmaster Tools and blocklist checkers to help you monitor and protect your reputation moving forward.

In this final step of the SMART framework, Adrian breaks down what makes an effective email by focusing on four key elements, summarized with the acronym WILF - Words, Images, Links, and Formatting. You’ll learn why authentic, conversational writing matters more than salesy language, how to keep emails short and engaging in today’s fast-paced attention economy, and how to balance images and links to avoid spam filters. Plus, practical advice on avoiding too many links, steering clear of link shorteners, and keeping formatting simple - just like you’re emailing a friend. This module wraps up the framework with actionable tips to craft email content that gets seen, read, and clicked.

We’ve just covered a huge amount of info about how to get your emails delivered and seen by your audience. Hopefully, you’ve filled with ideas that can help you multiply the results from your email strategy.

Now, with so much to take in, what should you tackle first?

Our advice: pick one thing. Focus on that, nail it, and then come back for the next step. You can always revisit these modules as many times as you need to figure out what’s most important for your business.

Thanks so much to Adrian for sharing his expertise. If you’re a Monkeypod member, we’ll see you in the Grove!