In this episode I am breaking down one of the most misunderstood and overlooked parts of retention marketing. Email deliverability.

Email used to be simple. You set up an ESP, write a calendar, launch a few campaigns, and revenue shows up. That world is gone. Between iOS changes, Google and Yahoo protocol updates, and rapidly evolving inbox rules, email deliverability has become one of the most important and most complex levers in all of e-commerce.

And as we head into 2026, any brand that does not fully understand deliverability is risking the entire channel.

In this episode I walk through the core fundamentals every operator must know. The protocols, the DNS setup, the importance of a dedicated IP, and why verification across every app matters more than ever. I also break down the tools and processes we use at Bread Loaf when auditing hundreds of Klaviyo accounts each year and why nine out of ten brands we see are struggling with deliverability without even knowing it.

We go deep on list cleaning, list management, how to protect your IP reputation, how to monitor ISP performance, and how to use Klaviyo deliverability scores, Google Postmaster, and segment level reporting to fix issues before they become disasters. I also share why spam traps are one of the biggest hidden threats in e-commerce retention and how list hygiene solves that problem.

If you run email for your brand or your clients, this episode gives you the clear blueprint for understanding deliverability and maintaining a healthy, profitable channel.

If you are preparing for 2026, this is the one topic you cannot afford to ignore.

The episode is live now and I hope it gives you clarity on how to approach email the right way.