FREE Email Deliverability Full Course (Email Setup 2023-2024)

you need to understand email deliverability so this video is for non-technical beginners just like me and it's going to teach you everything that you need to know and we're going to make sure that your cold emails and most importantly your primary emails never end up in spam again now the reason I I know this stuff and I'm so good at it is because a couple of years ago all of our company's primary emails started to go to spam and we have over 50 employees so obviously it was horrible when we started learning that our customers were getting emails from our team that were in their Spam box that was a horrible look so what did we do I looked for experts couldn't find a single person that understood email deliverability that could come in and solve the problem for us so I became an expert myself and I'm going to teach you everything that I know so that this never happens to you so what had happened was somebody was spoofing emails from our domain name and if I knew about DNS records and a single fix this never would have happened and I'm going to show you exactly how to implement that fix in this video all right so let's talk about email deliverability there's really two important factors when it comes to email deliverability there's email reputation and that's then there's email configuration now let's start with reputation because honestly it's easier to understand so reputation is how much that inbound email server trusts your email do they trust the copy do they trust the domain do they trust the server that it's coming from so let's break those down a little bit further server reputation is probably the most important thing and this is why most people most email marketers most businesses most cold emailers use Google or Microsoft Office frankly because they have trusted email servers but some people use their own servers some people use Zoho some people use apple servers not every server is the same not every IP is the same and the emails aren't necessarily treated equally so my advice to you for servers stick to Google stick to Microsoft Office especially for your primary emails this will nearly make sure that they end up in the inbox every time especially when you're sending to another Google or another office inbound server which is almost 90% of the time so the next thing to think about is domain reputation so our main domain otter pr.com this is where all of our employees communicate with our clients communicate with our hot leads take sales calls from so we want that domain to be as pristine as possible this is why I always recommend never cold emailing from your primary domain always purchase secondary domains and cold email from there you want to protect your primary domain with your life now if your domain is known for spamming if your domain ends up on a blacklist you could be in a lot of trouble so keep your domain clean you never want your primary domain going to spam I also recommend warming emails from your primary domain especially when you first buy it you should warm it for at least a month before you start sending emails especially for all new domains I'll share more about warming tools later in this video so there's also sender reputation say there's J apr.com and our new employee Maggie apr.com J apr.com has been around a lot longer so they have a certain sender reputation whereas Maggie's brand new her email address is not going to be treated as reputable as mine so that's why it's important to warm new email addresses as well as they come in if you're primary domain is in trouble it's starting to go to spam you might want to consider warming many of the emails on that domain the more emails that you set up and warm under that primary domain the faster that it's going to build back a strong reputation and you're going to get out of spam it's also highly recommended for any cold emails to hook them up to a warming tool like instantly Ai and to warm them for at least 2 to 4 weeks before sending at the end of this video I'll show you my favorite tool to check your email reputation and to make sure that you're not on any black lists I recommend doing this at least once a month all right now the fun part let's talk about email configuration now this gets a little complicated so if I talk about something that you don't fully understand please rewind watch it again and bookmark this video so if you ever have trouble with DNS records and email configuration in the future you can come back here and know exactly what to do all right so there's a lot of different records involved in configuring your email correctly there's dkim dmark SPF MX Bimi records we're going to talk about each of these what their function is and then how to create and Implement them all right let's start with the most basic this is the MX record this is kind of like the address for your email inbox so MX records or Mail Exchange records just kind of tell your emails where to go it's the address that the email provider uses to assign it to a specific inbound server if you don't have MX records your emails will not know where to go you will not be able to receive emails now great and easy thing about MX records if you're using Google or you're using office the MX records are going to be pretty much the same for every email so you're not going to have to search too far or work to create these MX records you can send simply search them online MX records for G suite and it will give you the MX records to input into your DNS which I'll show you in just a little bit all right the next three records were really just created to prevent email spam obviously it's a massive issue nowadays and you don't want anyone to spoof your emails which as send an email as if it looks like it's coming from your company but you didn't send that email this is not good that's why you need to have these next few records in place and in fact most inbound servers won't even accept emails anymore unless they have all three of these records so you need to make sure that you have them the first one SPF record now this stands for sender policy framework and this is the most basic of the prevention of email fishing records now an SPF record basically just designates which IP addresses are allowed to send emails and then the inbound server will check that IP address in the SPF against the IP address that actually sent the email now this sounds a little bit complicated but SPF records are really very easy they're actually installed by default if you're using G Suite or Office 365 once you add an email address Within that platform it will typically authenticate it with an SPF right away and on its own if it doesn't you need to make sure that an SPF record is there and if it's not you can generate one fairly easily and I'll show you how to do that using my favorite and easiest tool now if that inbound server checks your SPF record against the sending IP and they do not match up almost 100% chance that your email is going to end up in spam so you need to make sure that it is aligned which means the IP address on your SPF matches the IP address sending the email and I'll show you how to do that all right the next record I I want to just briefly touch on is deim this stands for domain Keys identified mail and this is basically like a digital signature on your email now the interesting thing about dkms is each one is going to be different unlike SPF and MX record which might be the same for everybody that's sending from Google or sending from office dkim is going to vary each time so you're going to want to create this if your email provider didn't create it for you automatically so the first thing you're going to want to do is make sure that it's present I'll show you how to do that in just a second and if it's not I'm going to show you how to create and add one now the dkim hold a public key that's that long key in the dkim that's unique to your specific dkim record and when you send an email it looks at that public key and it signs it with a private key that's a little complicated probably beyond the scope of this this video but it's important to know what the function is and it's important to know how to check for it and create one if you don't already have one the next record that we're going to be talking about is a DeMark record and this is one of the newer records that's come out and this one's actually really powerful because you don't just put it in your email you can actually use this record to see deliverability reports for your email emails so for example if you're monitoring your primary inbox and you want to see how inbound servers are handling emails coming from your primary domain this is how you'll do it and I'll show you how to do it that way you can actually see how many emails are going into the inbox how many are going to spam is it because of the SPF is it because of the dkm it's actually a really powerful tool so dmar stands for and this is a long one so I'm going to look at my notes domain based message authentication reporting and conformance so a Demar record I'm going to show you how to generate I'm going to show you how to check it just like everything else but most importantly I'm going to show you how to set up these reports and analyze these reports to make sure that your domain is actively healthy and it's sending to the inbox now the DeMark record actually uses the SPF and the dkim to generate these reports and it's very helpful because it actually gives you insights into whether this dkim and the SPF records are working and even if you don't use the reports having a Demar record in your email is a good sign for inbound servers it says that this email is trusted it's authenticated so even if you don't use the reports that I'm going to show you make sure that you include a Mark record and I'll show you how to turn off the report settings essentially and I'll also show you how to not receive reports if you don't want to be getting those emails every week or every month all right last I want to briefly touch on the newest record and this is a Bimi record this one stands for brand indicators for message identification and we recently just got one of these for our otter PR domain this is something that's mostly applicable on Google right now and it's mostly for bigger companies that have trademarks and there's an aesthetic purpose to it but there's also a deliverability purpose so if you have a Bimi record you get a blue check next to your email on Gmail you get your logo next to your email on all of your your Google accounts so it adds a layer of trust to the person receiving it but it also adds a layer of trust to the inbound email server who's receiving that email so if you have a Bimi record there's a much better chance that your email is going to end up in the inbox every time and that the person receiving it is going to open that email every time because it's got the check and it's got your logo now I did a video on how to get a Bimi record what's involved in it it is a little bit expensive you do need to have a trademark so bigger companies who are listening to this definitely watch that video and see if you can get a Bimi they're still relatively new so only giant companies have them so we were very happy when we finally got ours gave us a blue check mark it adds a massive layer of credibility all right now let's walk through some of these tools to check whether your records are in place and then generate those records for this video let's go into my leadjen j.com domain I host most of my domains on cloudflare but this will look relatively the same no matter which DNS or domain host that you're using I like Cloud flare cuz they make it really easy to come in edit your DNS manage all of your domains at once so here's my DNS records here's all of the records attached so there's a lot of different types of DNS records most of them are just txt records that you'll be adding so let's look at what some of these look like so this is what a dkim record looks like it is a txt record it will always start with default period domain key and then the content is always going to be a long key remember this is a public key and it's going to be unique so V equals dkim 1 and then your public key if you do not see a DNS record that looks like this within your DNS records on your domain I'm going to show you how to add them but let's look at some other ones and make sure that they're all present all right here are the MX records that we spoke about so this is my root domain leadjen j.com now this is obviously set up with G suite and Google to send and receive messages through Google these MX records are going to be the same for just about anybody using G Suite all right so this is the MX records and the dkim record now let's look at some more records that I have listed here also a txt record uncore dmark is how these always start let's click on edit so you can see what these look like there's a lot of different values here and we'll review some of them once I show you how to create a Demar record but just know that this needs to be present and I'll show you what these values actually mean all right coming on down we see another txt record for SPF so this SPF record was automatically added from Google when I transferred it to cloudflare and I integrated it in G Suite we've got an SPF record here for my root domain and we have an SPF record here for my subdomain so just know that you can create subdomains under your primary domain and send and receive emails from them but you need additional sets of Records now for the learning purposes here I don't send any emails from drj Feldman all right so now I'd like to show you a tool that you can use to check your different records and to create them this is called easyd mark.com highly recommend them they have a lot of really great free tools where you can create and check all of your Demar records SPF records dkim records Bimi records and you can monitor your Demar reports within here this tool is not free but if you have a primary domain that actually matters to you I highly recommend signing up for a Demar report tool so you can make sure that your emails are compliant and get reports when they're not and as you can see it breaks down all of the subdomains that I'm using uh to send and receive emails from it breaks down whether it's passing my SPF checks and my dkim checks and as you can see this email is good this email is compliant all right so let's go into tools and create a DeMark record and walk you through this process so let's start by making sure that a DeMark record actually exists for lead jen.com let's go ahead and look it up DeMark awesome it looks like it does have the dmark record here there are some warnings detected and I'll show you what these mean and why they're not important your domains none quarantine policy doesn't protect against fishing and spoofing and same thing with the subdomain so let's go ahead and create a dmark record I know I already have one but I'm going to show you how this works so policy type none quarantine reject this is how it handles spoofed emails now because it's not my primary domain and I don't want to receive reports all the time and I want all of my emails to go through I usually keep this selected as none now if you're using a Bimi record or this is your primary domain you might want to think about using quarantine or reject this is how it handles potential spoofing now for the reports you do need to list an email address here this one listed just goes to this aggregate report tool in easyd mark But if you don't have uh an aggregate report email to send these two you can just use your primary email account your subdomain policy you'll set here as well again I just keep mine as none monitoring because it's not my primary domain SPF alignment identifier I leave as relaxed I leave these intervals as the same and then you'll also put your delivery email address here now your failure reporting options if you want to get reports you can hover over these to see which ones it will send I don't like to receive these reports so I keep this at zero to only receive reports if the dkim and the SPF do not pass or align so then you'll go ahead and generate that DeMark record and now it gives me the txt record and the value so here's how I would actually Implement that let's go ahead and copy this record value and go back into Cloud flare now if you're managing your DNS records in Cloud flare you'll go ahead and add record change type to txt now the name for your dmar record is always going to be underscore dmark it will automatically add add your primary domain afterwards I like to change my TTL to 5 minutes that means it will propagate faster and then you can paste the content right here and then go ahead and save that record it's not going to save it because I already have a Demar record in but this is how you would add it now let's go ahead and check SPF records now most of your email providers will automatically give you an SPF record to add or it will add it for you but let's check and make sure that I have SPF records that are in here make sure that my IP addresses are approved awesome here's all the IPS that I'm able to send emails from mostly including Google now as you can see the most important part of the SPF record that I have here is include spf. gooogle all so this will allow all emails from Google Now if I were sending emails from a different IP address I could come into SPF record generator put the domain in here leave these as yes put that IP address right here I would include Google especially if you're using Google and then generate an an SPF address right here all right now about half the time you will have to add your own dkim record so let's go ahead and look up the dkim record that I have here awesome it has found a dkim record and it's found a dkim record for my subdomain perfect if I wanted to create one here's how that works lead gen J selector S1 key length 1024 this is how long you want your key to be I usually just leave this at 1024 now to input this you will highlight S1 doain key.com and when you add a record you'll come in you'll do txt add that here and then you'll go ahead and paste the content of that right here and now you can save your new dkim record now Bimi records are much more complicated and I encourage you to watch the video that I have about generating a Bimi record but let's go ahead and check Bimi records on Otter pr.com this is the only domain that I have that actually has a trusted Bimi record and you'll see the logo validation here this is the logo that shows up on all of the new emails and it's got the Bimi record value this was purchased from entrust.net but watch the entire video on generating Bimi records to further understand how to get and Implement one of these Bimi records now if you're a power user you're doing a lot of cold email or you've got a really high value primary email address I highly recommend signing up for easyd Mark to use all of their premium tools their monitoring their aggregate reporting it can save you a lot of money by jumping on issues quickly and using their tools to Monitor and improve domain reputation all right next I want to show you a free tool that you can use to check whether you're on any blacklists it will check your domain reputation and it will give you a report on your email deliverability across multiple inboxes so this is called ma- tester.com and it's a really simple tool that's been around for a long time and we use it about once every month so all you have to do is copy this email address that's here and I'm going to show you how I actually send this I'm in my J apr.com email my Gmail account I'm just going to copy and paste that two address right here I'm going to write test and I'm going to go ahead and send that email now I do have a 30-second delay so I'm going to wait just a minute here and then I'm going to check my score now there's not a lot of ways to generally monitor your email blacklists and there's a lot of other variables that can affect your email deliverability that aren't discussed here such as the copy in your email or the content of your email signature there's just a lot of factors that sometimes are beyond your knowledge and your control so I recommend doing this so you can get an insight into those different factors it will also tell you how different inbound servers handle your email and what they think about your email all right so I just checked and it looks like I got a nine out of 10 now it breaks down a couple of different things here the content of my message is okay so this will tell me whether my signature was was bad or not so definitely worth checking here uh spam assassin will decide if the email qualified as spam or not it runs it through a Spam Checker this will also say whether or not your Kim was valid your SPF passed all of these are good this will show me all of my authentication my SPF record my dkim record my dmark record everything here is aligned all right these are minor infractions images without alt text in the message body and that my message doesn't contain a list unsubscribe header which I do not want cuz this is not going out to a list but as you can see these are yellow infractions not red here I have a red one these are all the black lists where your emails can appear sorbs is one of the most notorious one my guess is if you've been around for a while you're you're probably in sorbs now we've been on a lot of these at one point so there are ways to get off specifically by rebuilding your email reputation and with time you will just come off of these black lists if you're on too many of them such as spam hos which is another really popular one you have a very high chance of your emails going to spam which is not good lastly it'll check for broken links within your email you'd be surprised how many people have broken links in their email signatures so please test this using email tester at least once a month you're going to get a lot of insights that you probably didn't already know all right the last thing that I want to show you is how to set up email warming within instantly but not just the email warming this tool does a great job of monitoring your blacklists monitoring your DNS records all for free so once you add an email here to your email warming system just by adding new following the steps to get that integrated you can click this button here to test domain setup and this will show you look I had one domain fail DNS DeMark not found this is for a subdomain that I was experimenting with but all of the other ones are good now let me show you one other very cool thing let's open up one of these and this shows me my inbox Health 99 warm-up emails received 400 Cent six saved from spam this is increasing my domain reputation as long as it runs and on the right hand side here we see the health of this sender of this domain inbox as soon as this health drops under like 95 you should be worried you should stop sending outbound emails and only warm the inbox until it gets back up to 100 all right so let's go go back in and I want to show you one more thing if you come all the way down in the warming settings this will monitor your black blacklists and warn you if something does in fact hit a blacklist this is a really important thing that you should be doing especially with your primary domain if you get on a blacklist you should stop sending cold emails immediately you should look into where those emails went wrong and you should double down on email warming there's also certain services and vendors that can reach out to those Blacklist directories for you and get you off of those lists faster all right I hope that was a helpful walkthrough of email configuration of email reputation I hope you enjoy the resources and the tools that you learned about they're all going to be l linked down in the description of this video and if you want to learn more about cold email and lead generation and marketing make sure that you're subscribed to this channel so you don't miss another one I'll see you in the next video

Channel: Lead Gen Jay

Views: 11,880

Keywords: lead gen jay, jay feldman, email deliverability, email deliverability tips, improve email deliverability, email deliverability issues, email marketing, email marketing for beginners, email marketing tutorial, email deliverability rates, email deliverability issue, dkim, dmarc, email configuration, email dns records, cold email, cold email marketing, lead generation, b2b lead gen, cold email course, email setup, cold email setup, cocomelo, avoid spam, email deliverability 2023

Id: ck4VpDOYhIg

Length: 20min 8sec (1208 seconds)

Published: Wed Nov 08 2023