When it comes to email, successfully getting your messages delivered to your targets inbox is a greater challenge now than every before. With the advent of tools like Hypadrive.ai that make automating email communication to contacts easier than ever before, and tools like Clay.com, Apollo.io and others that make it easier than ever before to find a contacts email address; the world of email has over the past few years become busier and more contested than ever before. People have been abusing the email system by blasting generic messaging to huge groups of people, 99% of whom are poorly targeted for the offer in question. Nevertheless a small percentage of a big group still leads to viable numbers, especially with how cheap email is as a communication medium (it is one of the lowest cost and highest ROI channels available in a business to business environment in particular). The problem with this spray and pray approach is that it leads to a poor email experience for everyone with an email inbox. To combat this, regulators have developed privacy laws and mailbox providers have developed a range of things that penalise people practicing poor email behavior (for more on this see FAQ: What is Google and other mailbox providers views on cold email outreach e.g. a person writing to another person who they do not have a prior relationship with? How does this impact me as a sender of cold emails to people?). What this all means is that it is harder, more technical and more complex to deliver email messages to people than ever before.
Ultimately, success with email comes down to sending 'wanted mail'. 'Wanted mail' is the primary email marketing concept you want to familiarise yourself with if you are to be successful with your use of email in 2024 and beyond.
Wanted mail is a subjective concept based on the recipients views about the specific emails they receive but essentially means, is the recipient ok with receiving the email you sent them/do they consider your email to be valuable/interesting/useful etc... If the answer is yes, your messages will get delivered more often than not. If the answer is no, you will find it increasingly difficult for your messages to find the inbox of the contacts you are trying to reach out to and engage with.
Remember, the concept of 'wanted mail' has been developed to provide a better email experience for all people using email as a communication technology/medium; so whilst it does present challenges to you as a sender - especially when communicating with new contacts in a b2b context - it is ultimately a better framework. What it means is that you, as a sender of emails, need to put more time into developing better communication and being more targeted with who you write to. You need to do this so that a higher percentage of your email is considered 'wanted'/valuable/useful. You need to do that because mailbox providers like Google have increasingly strict sender policies that track how frequently contacts engage with your messages, mark your messages as spam, delete your emails without reading them etc... The only long term viable strategy to succeed with email as a sales/marketing/communication channel is to adhere to Google (and other providers) standards; you can learn more about these here from Google.
Hypadrive.ai as a platform offers you the tools you need to manage, automate and optimise your email communication to help you be more productive. Part of this is our own commitment to helping our users 'play by the rules' set by privacy regulations and mailbox providers alike. We want to help you succeed the right way, and therefore we are equally committed to adhering to the best practice policies and frameworks set by those governing the email communication space.
It is a complex space and there are experts who know the world of email inside out who specialise in helping clients like you understand and succeed using email as a channel to proactively grow your business. To save yourself headache and potential trouble down the track, then we highly recommend you get in touch with a Certified Hypadrive.ai Expert Partner who specialises in email deliverability so they can help you get setup the right way and solve any problems should you face them going forward.
