In this episode Tiffany Ann Bottcher sits down with email deliverability expert Matt Ratliff to explore the evolving landscape of email marketing in 2024. Matt, founder of Funnel Techie and a tech industry veteran with over 18 years of experience, shares his wealth of knowledge on how businesses can maintain email effectiveness while protecting domain health. With insights on the latest compliance requirements and technical strategies, this episode is a must-listen for business owners looking to ensure their emails land in the inbox.

Episode Summary

This episode dives into the essential strategies for maximizing email deliverability in 2024. Matt explains the importance of domain reputation, how subdomains can shield main domains, and why understanding engagement metrics is crucial for email success.

Key Insights

• Stay Compliant: Matt shares recent updates from email providers like Google and Yahoo, explaining how compliance impacts email deliverability.
• Utilize Subdomains: Protect your main domain by using subdomains for marketing emails, a critical step to safeguard reputation.
• Monitor Domain Health: Key metrics like open rates and click-through rates are vital to maintaining a strong domain reputation.
• Take a Gradual Approach: When onboarding a new email list, Matt emphasizes the importance of starting slowly to build a positive domain reputation.
• Engage Effectively: Matt suggests ways to boost email engagement, from relevant subject lines to segmenting lists for more targeted communication.
• Avoid Common Pitfalls: Learn why certain links, like Bit.ly, can harm deliverability and how branded links can provide greater control.

Self-Discovery Tips for Business Owners

• Matt recommends identifying high-engagement contacts and re-engaging with them to strengthen domain health from day one.
• For new domains or re-engaging cold lists, Matt advises a step-by-step approach to avoid reputation issues.

About the Host

Tiffany-Ann Bottcher is a skilled business strategist, podcast host, and mother who offers fresh insights into digital business and leadership. She combines strategy with genuine connections, making her approach valuable for entrepreneurs and leaders alike.

Connect with Tiffany-Ann:

• YouTube: Tiffany-Ann Bottcher
• TikTok: @ta_bottcher
• Website: tiffanyannbottcher.com

About the Guest

Matt Ratliff, founder of Funnel Techie, is an 18-year veteran in the tech industry with deep expertise in email deliverability and network engineering. With a comprehensive understanding of email compliance and domain management, Matt has become a trusted expert for business owners seeking to enhance email engagement and safeguard their domain reputation.

Connect with Matt:

• Website: Funnel Techie
• Youtube: Funnel Techie

Final Takeaway

Email marketing in 2024 requires more than great content; it demands a proactive approach to domain health and compliance. Listen in as Matt Ratliff provides essential guidance to help your emails reach their audience and keep your domain reputation strong.

Creators & Guests

• Tiffany-Ann Bottcher - Host


• Matt Ratliff - Guest

Click here to watch a video of this episode.


00:13:41 - Introduction to Inbox IQ Tool for Email Stats

00:14:08 - Building an Email Engagement System

00:15:11 - Automation for Onboarding SaaS Clients

00:16:23 - Address Concerns About Email Frequency and Domain Health

00:17:41 - Importance of Monitoring Email Metrics

00:18:58 - The Significance of List Segmentation and Engagement

00:19:25 - Understanding Segmentation in Email Marketing

00:20:16 - The Importance of Organized Email Sequences

00:20:25 - Becoming an Automation Engineer for Effective Campaigns

00:20:57 - Visualizing Automation Workflows with a Whiteboard

00:21:42 - Mapping Customer Journeys for Better Engagement

00:22:24 - The Role of Customer Choices in Email Engagement

00:23:18 - Measuring Email Engagement Beyond Purchases

00:24:43 - The Weight of Spam Complaints and Chargebacks

00:25:28 - The Etiquette of Email Engagement as a Business Owner

00:26:30 - Lessons Learned from Cold Email Strategies

00:27:54 - Challenges with Cold Email and SMTP Providers

00:28:20 - Understanding Email Provider Audits

00:28:51 - Importance of IP Health for Email Deliverability

00:29:21 - Challenges of Cold Email Strategies

00:29:51 - Future of Cold Messaging

00:30:27 - Building an Email List: Common Pitfalls

00:31:03 - Starting with an Opt-In Page

00:31:51 - Craft Your First Email: Tips for Success

00:32:34 - The Importance of Starting Email Campaigns

00:33:42 - Aesthetics vs. Functionality in Email Design

00:34:09 - HTML Emails vs. Plain Text Emails: What Works?

00:35:48 - Link Quality in Emails: Best Practices

00:36:53 - Understanding Branded Links vs. Non-Branded Links

00:37:35 - Understanding Email Tracking and Subdomains

00:38:10 - The Importance of Using Subdomains for Email

00:38:31 - Setting Up Transactional Email Domains

00:39:02 - Marketing Subdomains Explained

00:39:20 - Risks of Using Root Domains for Email

00:39:54 - Benefits of Segregating Email Flows

00:40:43 - Key Recommendations for Business Owners

00:41:05 - Importance of DNS Records and Email Authentication

00:42:20 - Gradual Email Sending Strategy for New Domains

00:44:06 - Engaging Past Contacts for Better Deliverability

00:44:47 - How to Connect with Matt for Email Services

00:45:55 - Conclusion and Final Thoughts on Email Compliance