Understanding the Landscape of Email Outreach in 2023
In the age of digital communication, email remains an enduring force in the business world, even amidst the rise of various other channels like SMS, social media, and messaging apps. Today, in a fascinating conversation, Michael Benatar speaks with Anastasiia, CEO of Folderly, about the evolving nature of email communication, challenges in deliverability, and the significant impact of AI on outreach strategies.
Folderly: A Solution for Email Deliverability
For businesses reliant on email to reach potential customers, the challenge is harvesting leads while ensuring emails land in inboxes rather than spam folders. Anastasiia explains that Folderly is designed to optimize email deliverability by overcoming barriers that modern email platforms like Gmail, Yahoo, and Apple Mail have set up to combat phishing and spam.
In recent years, these platforms have made significant changes to improve user security, with advanced AI now scanning emails for spammy characteristics. This means that having a well-crafted email is only part of the equation; businesses must also ensure they avoid technical pitfalls and remain relevant to their audience.
Anastasiia has spent almost 15 years in the cold outreach industry and initially adopted Folderly to help her emails bypass spam filters. Her journey to becoming CEO emphasizes the tool’s effectiveness, rooted in practical experience.
Key Challenges to Deliverability
One of the significant challenges mentioned by Anastasiia is the need for emails to appear genuine to both users and the algorithms that filter them. Since many companies had historically relied on patterns (like sending emails on Thursdays) to optimize engagement, the increased use of AI has made this approach untenable. Emails that seem robotic are more likely to be filtered out.
When a company finds itself in "spam jail," identifying the reasons can be difficult. New accounts without a solid history are at risk of being flagged, leading to reduced reach and outreach capabilities. Anastasiia outlines that Folderly helps organizations address these issues by analyzing the sender's reputation and email infrastructure, recommending adjustments based on the specific outreach goals of the business.
Common Strategies for Avoiding Spam Filters
To help navigate through the intricacies of email strategies, Anastasiia outlined several foundational practices that businesses can adopt to enhance their outreach effectiveness:
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Relevance is Key: The first sentence of any email should be directly relevant to the recipient. Crafting compelling opening lines can significantly increase engagement.
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Utilize Spin Text: This technique allows subscribers to create multiple variations of the same email, avoiding the spam filter. By using different greetings and phrasing, businesses can scale their outreach while appearing more personalized.
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AI Tools for Efficiency: As technology progresses, incorporating AI into email strategies can reach new heights of efficiency. Tools that generate personalized email sequences and follow-ups can simplify the outreach process.
The Future of Email and AI Integration
Both Michael and Anastasiia discuss how AI integration is becoming an essential aspect of email outreach. Folderly is about to launch an AI generator that will produce sequences and drafts for businesses, further simplifying the emailing process.
Anastasiia emphasizes that the future of email might involve unique, personalized outreach as AI tools improve to cater to specific audiences more effectively. However, while the digital landscape may shift, email is set to remain a significant player in business communication for years to come.
Navigating the Evolving Landscape of Digital Communication
As businesses adapt to the changes brought about by AI and the evolving nature of email communication, it's crucial to stay informed and flexible. With the right tools and strategies, organizations can leverage email not just as a communication platform, but as a vital aspect of their outreach strategies.
Whether you're looking to refine your email tactics or are curious about the impact of AI on the future of communication, embracing both change and innovation will surely pave the way forward.
You can follow Anastasiia on LinkedIn and explore Folderly’s offerings to enhance your email outreach strategy today!
