Latest / Send & Grow by SparkLoop / Your Newsletter Might Be Going to Spam and Here's Why | LB Blair | Send & Grow 2.0 Ep. 4
Transcript
- Hunter Kallay (00:00) Hey there, and welcome back to Send and Grow. This is where we explore the personalities, stories, and strategies behind some of the most interesting newsletters and newsletter people in the world. My name is Hunter Kelly, and I'm the publisher partnerships lead at Sparkloop. And I also run a daily AI newsletter called Fry AI, which reaches about 50,000 readers. Today I'm joined by Lori Beth Blair, who knows more about email than maybe 99% of people out there. Lori Beth is an email business and technology expert who has helped brands successfully deliver billions of emails. She works on everything from deliverability and sender reputation to authentication, infrastructure, and the weird behind-the-scenes stuff that determines whether your newsletter actually lands in somebody's inbox. So we're going to talk today about how Lori Beth somehow built a career becoming one of the people companies call when their email program is going sideways, some of the biggest mistakes newsletter operators make, what actually matters for deliverability, whether we obsess over open rates too much, and hopefully a few things that will make everyone rethink how they send email and manage their list health. So Lori Beth, welcome to the show. LB Blair (01:13) Hey, thanks so much. I'm happy to be here. And I I really, I really appreciate the introduction. And for sure, I I definitely would say I know way too much about email. it's kind of an obsession, but you know, I I love it because I'm a gamer and I love deep, crunchy games with like you know, complicated rule sets. And absolutely that's email. you know, it's really complicated and it's so it's so much more ingrained in our daily Lives than people really realize. You know, I I kind of say most people, you know, your primary personal inbox is kind of the hub of your digital existence, right? And the spam filters have to protect that. and they're constantly having to evolve because the malicious actors are constantly trying to emulate looking like a legitimate sender. so that line gets really blurred. I honestly even work in spam filtering somewhat and tuning spam filters. Filters for organizations. And honestly, that's a way harder problem than deliverability. It's like another order of magnitude more difficult Hunter Kallay (02:16) Thing. LB Blair (02:16) because you have to worry about both sides of the equation. Not just delivering what actually needs to get through, but also, you know, making it's not just making sure you block the bad stuff. You also have to make sure the actually desired emails get through, and that's a much harder problem than it seems like. And yeah, no, I've been doing email for about a decade, I've been in tech longer than that, so I Started on the tech side of the house. I have a background in IT audit and forensic computing. and I, you know, I just love figuring out how things work. I was that kid that was taking apart radios and, you know, the toys and putting them back together when I was younger. So I really bring that really bring that to email. And, you know, the biggest reason that I I focused probably within the email discipline on deliverability is because I've seen some really heartbreaking situations. People who are producing great content. content, people who are, you know, truly care about their subscriber bases and really curating and making sure they're delivering value in email, only for the program to just crash and burn because there was some fatal flaw or some unknown unknown that they just weren't even aware of. And you know, it can be really sticky to get your way back out of that. So you you kind of need a Sherpa. so I I I am that deliverability Sherpa. I've done it for a large number of brands. I, you know, in informally like have consulted with the Morning Brew before. I also worked at a company and had 1440 Daily Digest as a customer. and it worked with just a ton of other business newsletters. And it's you know just So heartbreaking to see the team that's you know putting all that love into the content only for it to land in spam folders. and then you know, on the the subscribers, they often will be like, Man, I haven't heard from them in while. People actually will Hunter Kallay (04:05) Right. LB Blair (04:05) email your support and be like, hey, where's my email? Folks, you know, unless they're expecting something, they don't think to check their their spam folder. But I've also worked in e-commerce extensively. I've done, you know, I've managed numerous billion plus a month senders. Traditional like brick and mortar product brands like Home Depot and Best Buy Ford Toyota banks, super high security email ecosystems like banks and insurance. So it's and even in the educational market, it's email's so vast. And I've got I've even inboxed a fair amount of email into China, which is its own special challenge. Hunter Kallay (04:45) Wow. Yeah, that's that's that's really interesting. As you can already probably hear, yeah. This is why we brought Laura Beth on. She is the expert, knows the ins and outs of the email. So I have a question for you. I saw this in a post a while ago. I've been following you for some time, but I I kind of dug this back up because I thought that you had said this at one point and I had to go confirm it. you said your first job was installing septic tanks. So how how on earth do you LB Blair (05:11) my gosh. Hunter Kallay (05:13) go from Set installing septic tanks to becoming an email deliverability, everything you just said beyond deliverability expert. LB Blair (05:21) So honestly, they're super analogous. but yeah, my first job was doing construction with my dad's company, construction and plumbing. and honestly, I kind of joke in deliverability. I am but a humble plumber of the inner tubes. because deliverability is like a clog, right? Like what you want to go through is not going through, or it's not going to the right place. so really it's just tracing through the system where is the point of failure? Or, you know, systems are complicated. there could be multiple points. Of failure. And they could you know, I kind of rank things into okay, this is probably a first-order concern for the spam filter, right? Like an insecure link or something, you know, a security flaw, that's definitely a first-order concern. Whereas, like, okay, the number of images or the number of links or external domains, that's probably a second or third order concern for the filter. But it's really yeah, being able to, you know, it's similar. You got to trace through a system and be able to identify where the point of failure is and then Identify the fix that needs to be applied, and in the case of where there are multiple issues, prioritize the order on which you work on them to deliver maximum value as soon as possible. but yeah, I I gotta admit, mostly I was doing new installs, so it wasn't the crappiest job, pun intended. but Hunter Kallay (06:35) Yeah. LB Blair (06:35) yeah, no, I I grew up very rural. I couldn't even get I don't want to date myself too bad, but I couldn't even get full-speed dial-up my senior year. Hunter Kallay (06:43) Mm. LB Blair (06:43) Of high school. I didn't even have a computer until my senior year of high school, though I used them at school for years and just always been fascinated. Within a couple years, I was like building my own, and then I became a gamer. Honestly, being a gamer, World of Warcraft taught me everything I need to know about technology and systems. Hunter Kallay (07:02) Nice. Nice. Was there like something that brought you into email? 'Cause you're really into gaming. Was there something that sparked your interest about email that was kind of caught your eye? LB Blair (07:13) So honestly, it it was totally random. I I honestly I always say this email and especially deliverability, it finds you. I so I had been working at a large firearms retailer as a data analyst and it was a super cushy commute. I had an eight minute commute to work, which nobody in Atlanta has. Hunter Kallay (07:30) Nice. LB Blair (07:30) Didn't pay great, but I was in a good situation. It was easy. and I almost got shot at work one day, due to a negligent discharge in our custom shop. I assumed There was a steel retaining wall. that turned out not to be true. And I was like, I need to find a new job, and just happened to tell many of my friends, one of whom was working for an email sending platform. I had a fair amount of experience because I previously worked in IT at an insurance company. So I was working with like problems with outlook was our number one, two, and three top problems. So I had a bit of experience, but not certainly the wealth that I did when I started working at IBM marketing. cloud, which is the product formerly known as Silverpop, now known as Acoustic. And honestly, such a great product. I mean, truly, at the time, ahead of its time. And they had a great training program. I just learned a ton there. It was funny. I didn't actually know the most about email first, and I ended up taking the hardest SME first, which was the APIs, because to me that made more sense than like email did. And I just kept going deeper and deeper because I ended up on the overnight team. where we had a huge presence in Australia and we didn't have a deliverability person for a specific like I think like a three, four hour gap overnight. And I just, you know, had to start, you know, I just started reading the articles we had. We had a lot of amazing internal and external support articles. I just started reading the RFCs around SPF and DKIM and learning more and more. and then eventually I got picked up by another ESP and then promoted to deliverability. So it honestly kind of finds you. to be really honest, it wasn't intentional on my part. I I did want to go into tech, but I didn't specifically go, yeah, email, that's Hunter Kallay (09:10) Right. LB Blair (09:10) it. Though now there's there's, you know, I I couldn't imagine being anywhere else. Hunter Kallay (09:15) Right. So there's a lot of deliverability advice out there. Seems like everybody's got a new take every week about the most important thing for deliverability. Is there any deliverability advice you hear all the time that just makes you want to scream? LB Blair (09:28) I will tell you this, what I the biggest trend that I've seen in the last couple of years are perfectly legitimate businesses and senders who got their advice from AI, who got their advice from Reddit, which is largely cold email by weight, and have architected themselves as like completely cold snowshoe spamming senders, and and it doesn't work, because it doesn't scale and the it tons of extra expense. So that's like a big trend that I've seen. And I want to touch on the fact, you know, it's not unreasonable that there's always, hey, this is what matters now, because the spam filter is like the immune system of the email ecosystem. It's constantly having to adapt and evolve to the new tactics and procedures that the malicious actors are engaging in. So deliverability, I'm not worried about like AI really automating my job away because deliverability is always to be a moving target. But I found there are kind of, you know, definitely the get a bunch of domains and spread things out for sure is like the worst advice because that's it's we have a term for it. It's called snowshoe spamming. And what I can tell you is if the spam filters have a term for it, they're looking for it. And if Hunter Kallay (10:41) Mm. LB Blair (10:41) they see anything that even looks too much like it, they'll probably drop you on your head. Hunter Kallay (10:47) Mm-hmm. LB Blair (10:47) so that's the that that's probably the biggest trend that I've seen lately. I've seen All kinds of that's part of why at Sendex we started the email mythbuster series that I'll be re-presenting, I'll be presenting an update at the Canadian email summit. because I just heard a lot of crazy stuff like don't put you put too many images in your email, it's gonna go to spam. You put in too many links in your email, it's gonna go to spam. We really found out that's just not true. and it's what I like to say is if putting an extra link or putting images in your email causes it to go to spam, that is not your problem. There is something you need to go. Deeper foundationally. There's something else there. I kind of tend to sort all deliverability problems into one of like four categories. There's like infrastructure, which also includes like cybersecurity, but it's you know the reputation of your IPs, your domain, how they're set up, etc. Then there's data, right? How you're collecting your data, how you're managing your data once you have collected it, the hygiene. One of the biggest mistakes I often see senders make, and we're coming up on it. When it comes to Black Friday Cyber Monday, which is you collect people and say maybe you maintain your 120 day engage segment, so you stop sending to people that fall out of that. And then come the holidays, you want to hit the whole list. Well, a substantial portion of those have probably gone bad at this point. Hunter Kallay (12:07) Yeah. LB Blair (12:07) So you need to hygiene, you know, not sending to people regularly is a problem. I kind of come from the school of you can pry that email address for my cold dead fingers. I will, unless you opt out or complain. Plane, LB is probably gonna keep emailing you at least once a month into eternity. But I like that once Hunter Kallay (12:26) Yeah. LB Blair (12:26) a month check-in to make sure, well, if you abandon that email address, I'll get the hard bounce, I'll get the update, I'll suppress you, and life goes on. But that's how a lot of senders coming up on Hunter Kallay (12:37) Yes. LB Blair (12:37) Black Friday, Cyber Monday get themselves in trouble. And I'll also say for business to business senders, letting a lapse list and then set or letting a list lapse and then sending to it again is an even bigger risk. risk because probably 20% or more of contacts go bad in a B2B list over the course of a year. So we've got infrastructure, data, content. Content's another big one. you know, content construction, that's probably the biggest thing I've seen is mailbox providers really focusing on things like how, you know, what's the weight of your code? What you know, is it a big file? Because that's A, okay, is there something malicious hiding in there? And also Ain't nobody got storage space on that on their servers for that in the age of AI, right? Like, Hunter Kallay (13:25) Mm-hmm. LB Blair (13:26) you know, they'll Google, that's why your spam folder deletes things after like 30 days or 10 days in the case of Microsoft. It gives you time, gives the user time to collect it if they need, but also allows to clear up the storage space if people don't need it while also having a you know a moment to analyze that content. And then the other fourth thing that really causes people a lot of headaches is what I call traffic shape, which is just What is the graph of your traffic through time? Spikes on the Hunter Kallay (13:54) Mm-hmm. LB Blair (13:54) graph? Like if you're just like, okay, I'm gonna email like a ton and then I'm not gonna email for a month and then I'm gonna like go again, that's Hunter Kallay (14:01) Mm. LB Blair (14:01) very challenging. it looks like a it can look like a malicious attack pattern. because I've actually stopped a number of those. And and for sure, if a malicious actor gets into a system that's capable of sending an inboxing email, blasting out as much as they can as fast as they can, because they don't know when they're gonna get kicked out, at Absolutely the move. Hunter Kallay (14:22) So let's say somebody listening runs a list, you know, and they're thinking to themselves throughout this conversation so far, my open rate's really good. So my deliverability must also be really good. is that true? Is what's the relationship like there between open rate and deliverability? LB Blair (14:37) To be honest, 80 20, I'll say it's actually true. and and though first we got to define what a good open rate was. Because I was in the trenches at an e-commerce conglomerate with eight brands doing a billion emails a month when Apple Mail Privacy dropped. And what we saw was before Apple Mail Privacy, I would have said, in the consumer audience at least, about a 20% open rate. You could, you know, and I've looked at a gazillion inbox placement tests between working for validity. And working with tools like Inbox Monster and now working at MailMonder as well. I I see a ton of inbox data conjoined with the email open rate data and also all the brands I've worked with as well. And what I can say is you know, before that, if you had a 20% open rate and and that was and that held across every mailbox provider, you probably were inboxing 100%. on the other hand, after Apple Mail, after Apple Mail, it's more. like thirty percent like one in three people because there has been a substantial like inflation with mail privacy protection. so I but in general I'd say it's true, but you need to be able to break down that reporting by mailbox provider. because I've seen here's some something I've seen in the last couple of years. I had a sender, I was warming them up on a popular e-commerce platform, which they were a B2B sender. They had a very mixed list, but I don't think it was a great choice for them. And they got hit with scrutiny by Microsoft that spiked their Microsoft, both Hotmail and Office 365 open rates And click rates to like 95%. I look at that, that's not reality. That is a spam filter scanning all of your links and image links as well, including the tracking pixels. So i in general, I would say that's true. If you have a good open rate, you're probably okay, but you always need at least two sources of data in deliverability to confirm every anything is true because spam filtering and deliverability are such black boxes. and we have tools like S and D S and Google Posts. Postmaster tools and even exciting things are coming down the pipeline. like aggregate reporting for Hunter Kallay (16:43) Mm. LB Blair (16:44) mail mailbox providers if they opt into that or develop it within their platform, will actually set up our planning to set up a pipeline where you'll be able to receive okay, here's how much email we saw from you, here's how much we put in spam versus inbox. and I think that's gonna be a real game changer, but it's it's not here yet. So now I would say you need to look at your open rates and also reputation. Reputation tools like Google Postmaster Tools, Microsoft SNDS, shout out to Spam House. They have an amazing tool that checks IP or domain reputation. Well, I guess it's technically two different tools, but they're easily findable. And I can get you the links if we want to provide that afterwards to people. Or you can check your domain rep and it gives you a few different factors. Like if I see a negative SMTP score, I know you're hitting traps. You got a data hygiene problem, clean it up. Or if you have an infrastructure problem, maybe. Maybe call the dev team. There might be something going on with your hosting or email sending infrastructure, domain, you know, authentication, etc. so I I think there are some great tools out there, and also inbox placement testing is huge, and an ESP where you can see the mail, the performance broken down by mailbox provider. That's especially crucial for any B2B senders out there because you can get blocked at Mimecast or Proof Point or Barracuda or Cisco, some spam filter, it's maybe 5%. Of your list, but depending on your list size, it's material. When I was doing a billion emails a day, I had one brand alone that was about a half, or not a day, a month. I had one brand alone that was a little over half a billion of that. I was remediating providers that were only half a percent of our list because over the course of the month, that was fifty thousand plus emails or more. It was worth it. it wasn't maybe the first thing I touched, but it it went on the you know task heap. Hunter Kallay (18:32) Yeah, one of the most this kind of brings me to my next question, which is one of the most painful parts of newsletter operating is cleaning your email list. I recently had to do this with my with my own list for I AI, and I have an automation set up, you know, through Beehive that, you know, automatically cleans my list with a certain criteria. a lot of newsletter operators I talk to at Sparkloop. Talk about how they have some automation or way to clean their list. How do you determine like how do you determine that criteria for yourself? Somebody's listening and says, look, I want to have make sure I have good deliverability. I want a clean list. At what, what kind of automation should they set up? Or at what point should they start saying, I'm not going to email this person anymore? LB Blair (19:14) Gotcha. So I will say the absolute most important automation you can set up and automation and technology is two pieces. is at the gate when you're collecting addresses. That's where I see the majority of issues. Cause if you have a web forum that is not protected by CAPTCHA, re CAPTCHA, HCAPTCH, something, some bot protection. they will find you. And and the biggest trend I've seen in cybersecurity is that website compromises list bombing attacks, don't don't think you're too small because they are hitting it's getting pushed down because they're getting squeezed out of the big companies with super expensive cybersecurity budgets. so they will get in anywhere they can fit in. so I'd say and also have list hygiene that runs on any contact that comes in. so I would say that's a key Automation that I always recommend people is like validate that email address before you ever risk your reputation sending to it. The other thing I would say is you need to make sure you're emailing people regularly. That's the second automation I would say is super important. Again, I don't really ever consider an email to be dead for the most part. It's probably a little different with newsletters, like with e-commerce, there's always they might buy something, right? Who knows? Hunter Kallay (20:28) Right. LB Blair (20:28) or a recruiting, you know, they may have had a few bad days at work. Maybe they'll listen, maybe they'll call me back to. Hunter Kallay (20:33) My subject line's interesting enough or something. Yeah. LB Blair (20:36) You know, really it depend you know, I hate to say the canonical answer, which is it depends, but I I think it's important to take an analysis of your data. What is the point past which, you know, ninety nine at at what number of days of engagement do ninety nine percent of people not re engage? 'Cause that could be very different among different newsletter topics, right? it I would say, you know, super important to r I the the first thing I start is reducing frequency. I also if you have a Daily newsletter, I always recommended automation with a reengagement flow with maybe a really stripped down, just very simple template piece of content. that, you know, if somebody goes thirty days without engaging, put in that re engagement flow instead of the newsletter and give them the option to maybe opt down to weekly or monthly summaries or opt out entirely. and maybe, you know, put them automatically on a weekly cadence if you hit maybe three times. times over the course of a week or so and they don't re engage. So I might opt them down to weekly, but I would start first by just opting people down. If you're a daily newsletter, opt down to weekly. If you're a weekly newsletter, opt them down to monthly. a and see and I would maybe keep I would say if you've opted somebody down to monthly and they haven't touched an issue in twelve months, I probably would suppress them. But I mean, on the other hand, the incentive there is really if everything's good with deliverability, I mean, I treat email rep you know, I treat the email program as kind of a race car. and I'm trying to drive I'm trying to win. I'm trying to drive it as fast as possible. So if if all my other metrics, my open rates are good, if my you know reputation looks good across the different reputation monitoring tools and at all of that, I I'm not gonna worry about it too much. If it ain't broke, don't fix it. You know, opt people down and if you see signs open rates are slipping, then identify you know that cohort and go, okay, how do I need to handle these people? And sometimes the answer may be suppression. but you know I generally push the gas kind of as hard as reputation will tolerate, which is why, you know, I I'm really locked in on the data for for that and just the fact it may be different across businesses. Hunter Kallay (22:50) Yeah. So you've worked with a lot of different ESPs. is there anything that you see on different newsletter platforms or ESPs that they currently don't show that you're like, I wish they would show publishers this or I wish they had this feature. It would make it a lot easier to monitor deliverability. LB Blair (23:07) I Like said, the biggest one is showing you your performance at the different mailbox providers, like grouping that intelligently, keeping Hunter Kallay (23:13) That would be cool. LB Blair (23:14) up keeping up to date with things like, for example, Yahoo's actually been moving around and kind of taking over the mail servicing for a lot of like ISPs. So, like they've already taken over ATT. If you have an ATT.NET address, that's now basically being handled by Yahoo's servers and Yahoo's filter. Same with Cox.net. They're also in the process of taking over Comcast, which is typically the most relevant. US-based ISP that I see in lists is often half to like 1%. And those can be really important. You know, if you have any, you know, sales products in your any products for sale in your newsletter, just because I this is what I learned working at the e-commerce, especially working on brands that are maybe targeted towards a little bit older demographic. don't sleep on those.NET addresses. Those people have disposable income. Those OG netizens, they've got, you know, a lot. times people those dot nets they've had them forever and they were early adopters of the internet they've got the disposable income they buy at much higher rates is what I found. Hunter Kallay (24:15) Hmm. That's a good hack. Dot net. Look for the dot nets. LB Blair (24:19) The dot net span, those people have money. I mean, it depends on the demographic, right? They're probably not buying as much AI stuff, but you know, as far as I was selling, you know, home goods and and women women's clothing, professional clothing, it did great. Well, oddly, we actually found that our revenue per email, for our women's clothing brand was four X higher at AOL than it was at Gmail. I used to joke, Gmail kids ain't got no money. But it was more Hunter Kallay (24:44) Yeah. LB Blair (24:44) probably demographically where we were targeted. what the product you who the Knowing your audience. There's no substitute. Hunter Kallay (24:51) Right. So I I I kinda wanna as we kinda close out the podcast, would like to know what probably a lot of people are wondering, and that's how is AI impacting deliverability the most right now? LB Blair (25:03) Hm. I think the way it's probably impacting it the most is not The most visible to us. And I suspect that is in terms of the threats that spam filters are seeing and how they're adapting to them. Because AI is certainly allowing malicious actors to much more rapidly prototype and deploy attacks. I was at a the deliverability the email expert deliverability summit in Barcelona earlier this year, and I believe it was Hornet Email Security presented and said, out of all of their phishing examples, the They had flagged and correctly identified 80% of them now contain AI content. And that was only looking at like I think the I I I don't know actually what the time window is. I don't want to get it wrong, but it was looking at, you I think you're trailing 30 days or six months or 12 months or something, but already you know, phishing content seeing a ton. And that's honestly where people can get tripped up. And you know, part of why I think that keeping a close eye on the data, or ha and having a robust or having a you know platform that's gonna alert you, whether it's your monitoring platform where you're doing your inbox testing and your block list monitoring or whether it's your email sending platform, ideally both, you know, let you know when you have a problem. So that because that's the thing. You want to address deliverability issues as quickly as they pop up. Like you don't want to make knee jerk reactions. I don't jump if I see a one day decline or even, you know, all right, let's take a moment of silence for Google Postmaster Tools domain and IP Hunter Kallay (26:34) Mm-hmm. LB Blair (26:35) Okay, I I'm not great at staying silent, as you can tell. So you know, we don't have those signals anymore, but it's important to keep a close eye on the signals. And if I saw a domain rep drop for a single day, I wouldn't change anything. Two days, three days, that becomes a trend. And I'm like, okay, I need to pull back on my engage window. If I was sending two hundred day engage to my e comm audience, maybe now I'm gonna cut it back to just, you know, a hundred and eighty days engage. Okay, did rep go back up? I'm good. And I've been always you it's always about trying to push. the limit for me. and I that's where I have a lot of fun with email, but you need a lot of good monitoring, diagnostics, and alerting to be able to do that. But I I think, you know, really and I think it's more crucial than ever to be testing like you know your newsletters before you send them so that in case you put something in there it just looks too much like what other what malicious actors are doing. i it you know, then you can identify that and clean it up before you create a problem at scale. 'Cause that that is you know, sender reputation why deliverability is such a concern is it is prone to entropy. Like if you do nothing about it, it's probably gonna go down. It's Hunter Kallay (27:44) Mm-hmm. LB Blair (27:44) probably going to just drift down. So you always need to be doing something to actively maintain it. And most newsletters do great. I I see most newsletters, if you're getting, you know, forty five percent plus open rates, not only are you probably full inboxing, probably also hitting a substantial amount of primary tab at the various different, you know, at Gmail and also Apple, and I think Yahoo even is implementing it. And you know, Microsoft has the focused versus other folder, you're probably hitting those focus primary tabs a lot more if you're exceeding that like 40%, 45% open rate threshold. Hunter Kallay (28:22) Primary, primary, primary. That's where you wanna be, not in the spam. I think you've given us some LB Blair (28:25) Mm-hmm. Yes. Hunter Kallay (28:27) some great tips and things to think about, honestly. Like I learned a lot through this this conversation LB. is there anything that you've would like to shamelessly plug? Or where can people find your work, follow along, and maybe get on a call with you if they want to talk to you? LB Blair (28:42) Yeah, absolutely. So, for sure I'm actually so my personal brand is sendedge.com and I'm gonna be launching a newsletter. and I can promise you right now there'll be at least one adorable cat photo in every single one of the my the CEO of my company is a cat. and Hunter Kallay (28:57) Nice. LB Blair (28:58) she she's the furry little dictator that ru rules the roost here. Hunter Kallay (29:02) Yeah. LB Blair (29:03) you can also find me over at Sundex. It's an email sending platform where I have helped baked in a lot of the intelligence. To really just kind of help look around corners for senders and make life a lot easier. And if you need a monitoring solution, I am also designing monitoring the software and upgrading it rapidly at Mail Monitor. We were the first to market with integrating Google Postmaster Tools version 2. And not only that, we give you the whole history so you can see am I having a few days here and there where I'm non-compliant? And then I can correlate that with like the DMARC. monitoring data and figure out which systems got you know the compliance problem and just make sure all your systems are are within compliance so those are where you can find me for sure I'm not hard to get in touch with and also of course feel free to connect with me on LinkedIn I think I'm the only Lori Beth Blair out there probably and especially the one that that that's talking about email all the time and I've got a link Hunter Kallay (30:01) Yeah. LB Blair (30:02) right there you can book a call you got a deliverability problem everybody gets a free third Minutes. it's the oldest you know marketing tactic in the book. First hits free. so happy if I if Hunter Kallay (30:12) There you go. LB Blair (30:13) I solve it in 30 minutes or less, it's on the house. Hunter Kallay (30:15) There you go. Awesome. I love it. Sounds like you can too. So yeah, hit up hit up LB. I've been following her for a while on LinkedIn. Some great content there. Sounds like you got some great things in the work. Really looking forward to this newsletter launch. That's exciting. yeah, I'll have to follow along. What's your cat's name? LB Blair (30:31) Her name is Cece. She's CeCe the CEO. Hunter Kallay (30:32) C C LB Blair (30:34) Yeah. So she's gonna be serving up lots of great adorableness where I'll fill in all the current email insights you need to know to stay on top of your deliverability, some of those like you know, things I'm seeing in malicious attack patterns that you need to avoid looking too much like, and really just what Deliv is doing this week, because it changes. for sure. Hunter Kallay (30:56) Nice. That's gonna be awesome. Yeah, that's gonna that's gonna be a huge tool. CC the CEO, love it. Cool. Awesome. LB Blair (31:02) Yeah, that makes Hunter Kallay (31:04) Well, thanks for being on the show, LB. and we look forward to maybe having you back in the future. So appreciate it. LB Blair (31:09) Absolutely. Thanks so thanks so much for having me. And I'm honestly really glad I know we're looking at Sparkloop as well because it is so it's so important for senders to be able to monetize and grow their lists in ways that are healthy and then have guidance on like, you know, and then I can help provide guidance on what to do when your list grows very suddenly. Hunter Kallay (31:30) There you go. We'll grow the list and she will clean it for you. Make sure it all gets in the inbox. Nice.