In 2024, Google are making some changes to cold email deliverability.

If you want to consistently land in the inbox, there will be a few things that are non-negotiable.

First things first, I think the best place to start is with some inversion thinking (which I learned from Alex Hormozi who learned it from the late, great Charlie Munger). 

Basically, inversion thinking of how to get the opposite outcome than the one you want, which works so well because usually (as human beings) it’s easier for us to identify threats than it is to identify positive actions.

Just how we’re wired I guess.

So the best place to start is to think about how we can make SURE to land in spam.

Well, if you wanted to land in spam, you would:

• Be super salesy

• Follow up a million times per day

• Send all of your emails from one account

• Not listen when people said no

• Not give them a way to get you to stop

• I would make sure my email address has a terrible reputation

• I would try my best to get people to report me

• I would not volunteer any information to the sending platforms (like Google)

• I would use a bad email list of old emails that have zero potential intent to buy my stuff

Now, let’s think about what the email sending platforms don’t want (because they’re the ones who decide if we’re in spam or not):

• They don’t want their users to hate using email

• They don’t want people to stop using the platform

• They don’t want users to complain

• They don’t want a bad reputation

• They don’t want their own sending servers to have a bad reputation

• They don’t want to lose their users

• They don’t want bots, 

• They don’t want spammers, 

• They don’t want people to send 1000’s of emails

If you can keep this in mind in everything you’ll do, you will be far better off than ignoring it. 

Knowing that, there are a few keys that must be principles behind your actions, that are all in line with putting yourself in the shoes of the sending platform (the people who control if you go to spam or not):

• You must act like a human - Google don’t like bots/automation.

  • The more you can mimic human behavior, the more often you’ll land in the primary inbox.

• Avoid things that are negative for the user experience of email 

  • Example: Sending 1000’s (or even hundreds) of emails per day creates a bad user experience and clogged inbox. Google wants their users to enjoy the platform

• Avoid sending the same message copy pasted over and over (the more similar the email is, the worse it is for deliverability) - it suggests you are using an automation tool 

Every single action we take is to show the sending platforms “hey, we’re not spammers, we’re friendly, can you please put us in the inbox sir?” 

If we can achieve that, our emails will be good to go, and we can get straight to getting clients and customers immediately.

Actionable Tip of The Day:

1. Think of one way you can make your lead magnet ‘faster’ value

2. Run a cold email test that gives the ideal prospects the fast value

3. Review KPI’s against the ‘slower’ value lead magnet

Best Links of The Day:

• Insight From 9 Figure Founder

• Tweet of the day

• $900k/mo Case Study

How I Can Help You:

1. I have a tonne of free content that will help you get clients on my YouTube channel. I post valuable insights every single day from adding hundreds of thousands in recurring revenue for 20+ clients, consulting 50+ B2B company owners. I give most of it away for free.

2. If you want to get more clients, you can use this free step by step process to do so (it is a Trello board with each task to do)

3. If you’d like to hear about how I could help you and your company, you can book a call with me here. I might be able to help you grow faster, or I might be able to refer you to someone who can.

Hope this helps,

Leo.