How to Get your Cold Emails Landing in the Inbox - Nikita Bykadarov

welcome everybody to another episode of Shake sales today I've got Nikita from Mel Doo we're gonna jump into all things email deliverability it's GNA be an actionpack 10 to 15 minute episode uh you know it looks like I coordinated my shirt with Nikita's background uh his painting there so uh you know uh I did it for the the fans here so anyways Nikita welcome aboard let's jum in what does first of all what does m doo do okay yeah thank you for having me uh in chart mail Doo is a c email infrastructure company so to send emails you need to have actual mailboxes that will you know send those emails and a lot of stuff around that so we automate this domain setup mailbox setup process uh and make sure uh emails land an inbox love it so we're going to dive into how to get your emails to land into the inbox slash deliverability this I'm so excited because I can just now every and we get hundreds of emails a day we have 50,000 users using our platform of like give me an email deliver I'm just going to send them this episode so you saved me a bunch of time but before I jump in so there's a shift that has changed right in the last maybe one to two five years uh that's going away from mass emails from one email address right like Google has a technically if you're G Suite or Google workspace user you can send 2,000 emails in a day but good luck trying to get more than 50 to 60 out of your per day in 2024 2025 um so really big problem and then the other problem is like creating freaking emails I mean we do outbound sales at mailshake and my other companies man like I just went and created like 50 emails and I have to warm them up and all this stuff for the next six months it took me like a half a day to get this all done right um it's just a pain in the butt um luckily Mel Doo is here so anyways not a plug for specifically for Mel Doo but really a plug for like if you're doing cold email in 2024 2025 you need to set up multiple email addresses all right let's go let's let's talk about inbox how to land in the inbox yeah okay so uh the a few advises and by the way uh we have a cold Emil deliverability guide uh on our website it's literally um in the menu uh we covered all the details there um because we sent millions of C emails every single day we see exactly what's working what's not we have customers that getting hundreds close to a th000 positive replies each day and we consult some of them so we basically we know exactly how to lend an inbox all the time and there is like a few things that um you can do on your campaign setup of course and then a few things that you also need to do regularly like check your mailbox heal because uh Google at some point if so many if too many people clicked on spam button they can decide okay whatever you send from this mailbox I will send straight to the spam folder and we call these mailboxes as burnt mailboxes uh you can easily recover them if you just stop sending cold emails keep warming up for one to two weeks they always recover and you can keep you know sending C emails from them but it's important to kind of monitor their health uh because you just might not realize that half of your mailbox is burned and then you know it's just pointless to kind of um to waste leads um in stuff so this is important one of course at M DOA we automate this process uh but also you can use other tools on the market to do this like Glock apps uh mail reach also have a uh great tool for inbox placement tests this is a very important aspect regularly like just you know at least uh a few times a week check your mailbox Health um also you can also do it yourself just send an email from your mailbox to your mailboxes on Google and on Microsoft and uh see where it lands just regular email something neutral like hey how's it going um that's it and see where it lands if it lands in inbox that's fine spam it means it's burnt this is a simple test anyone can do so I

want a quick question on that so if an email is burned do you recommend just moving on or do macroman trying to warm it up and fix it and fix the durability yeah you can recover it it's just like take it takes only U one to two weeks to wait um you have to keep warm uh like keep warming them up but they will recover in two weeks always recover like I haven't seen any case like there was like a couple where it took like four weeks but in 99% of the cases is um uh it's one or two weeks cool yeah so this is important aspect also the things connected with your email copy of course so the um spam filters they analyze content of your uh emails and then basically if you send HTML emails I have bad news for you um you like it's possible to lend HTML emails in the inbox but the reality is that spam filters consider them as you know riskier because you can inser insert a virus in there and their main goal is to protect you know uh their customers from viruses and all that stuff so if you but just basically switching to plain text format meaning no HTML no open rate tracking you will uh drastically increase your chances to get into inbox and a lot of people say that after the moment they just enable this you know send plain text emails uh they start seeing huge increase in uh in reply rates so many uh many people would ask like how would I know if my you know campaign is still performing maybe I have low uh reply rates because of you know deliverability issues or something because a lot of people relying on open rates as an indicator everything is good with my campaign but yeah but in 2024 you cannot track open rids of course because Google will show this giant Banner this email is uh contains a hidden images it might be spam you don't want this so um Regular inbox placement tests will show you what exactly happening uh to your campaign so when you send like exactly the same email as you sent to your prospects to um like other Google and Outlook mail boxes and see where they lens it will show it will give you an indication what you know how it performs if you um cannot rely on uh reply rates um couple more uh good advices on the copyrighting spin Tex the more spin Tex you use the better this is how it works so like um people well you send unsolicited you know emails so naturally some people will click on spam button they even click even if you send you know like your newsletter they click on spam button even in these cases so but they will click on spam button and then Google and Microsoft will spin up their machine learning algorithms that will identify what's common between you know those emails that were marked as spam versus emails that weren't marked as spam and what they're going to do they will find a few keywords in your emails it's a they use you know MCH learning nothing crazy but they will find a few keywords in your email copy and they will start you know banning all emails like whatever you send will lend an inbox except emails that contain those keyword wordss and as long as those keywords you know in your copy it will not perform so the best way to kind of you know outrun it is to have always have um a lot of spin Tex this way you guarantee that even if they you know B like add certain keywords into their filters uh at least some percentage of your um emails will land an inbox and then the last advice that you know I would consider one of the most important because of the how the things um uh changed in the last year or so is to update your copy regularly so ideally so depending on the volume what you send some people send just you know a couple hundred emails a day some people send of course thousands or tens of thousands cold emails per day so depending on your volume you want to have a process regularly introducing new

copy uh and it should be like a completely new copy because spam filters they become smarter eventually they pick up a pattern in your emails and you want to have like something fresh but luckily you can use AI for this is a you know very fast process just you know um just you know insert your like type your old copy say like can you give me something new and then boom you have like five Alternatives with spin tags there is a lot of tools that also um do a great job with this um yeah that will help you to automate so yeah but there is like a lot more details that like things that you need to do as I said they all covered in our deliverability guide but these are the most important ones yeah we'll definitely link to the um deliverability guide here in the show notes as well um as well as our blog post covering this but um I really appreciate your advice I think it's very helpful um my head hurts from just like nodding in agreement um this is like this is really the some of the basic principles to start sending effective emails and cold emails and if you get this all wrong it doesn't matter how amazing your email looks you're offering if you land in the spam box or your emails don't get through Nothing Else Matters right um one of other things I want to just double click on and like maybe get your feedback on is okay so it's time to get comfortable with no tracking folks like tracking hurts deliverability now officially uh specifically Gmail or anyone using Google work uh workpace space um what I've found personally is when one company when one email provider does something the others are pretty close to follow if not immediately um and so you can expect that to happen in other places as well if it hasn't already been happening on the corporate or Enterprise level you know if you email someone with like Barracuda um security and like they're never going to be able to click on your links and so just get comfortable with no tracking that here here's the only metric that matters your reply rate your meeting booked or your trans your conversion rate to a sale right because I could send a thousand emails today let's just say I email every one of my contacts it's not even a cold email and I said reply to me if you're my friend or if you know me everyone could reply right um but like the open rate who cares if they open it I want the reply I want the people who are going to take the action uh if I said hey everyone like buy my service and no reply to get a free link and no one replied well like it makes no difference of if everyone opened the email so just get comfortable what what are you thinking how do you look at uh tracking in general these days um we don't use like when we run our campaigns we don't use of course open rate tracking we do inbox placement tests to see how our campaigns performing and look at the reply rates exactly as you said this is the one of the most important things you need to focus on Love It awesome thank you so much for your time uh I think we got like 15 things we need to all do in our emails I got to go look through mine and you know good reminder to change up your copy every once in a while uh and we'll link to the show notes and uh again where can people follow along learn more by your service or your product sure thanks thank you for inviting it was a interesting conversation