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This is part 2 of a 4-part Email Marketing Masterclass series covering the four essential areas of email marketing management: copy and design, deliverability, data and personalization, and optimizing content and offers through the customer journey. All of the workshops in this series provide strategies, examples, and checklists you can implement immediately in your company, no matter what email-sending platform (ESP) you are using. The series is led by Kate Barrett, the founder of eFocus Marketing, who provides specialist email marketing consultancy, management, and training services to companies around the world.

You can take these courses à la carte, individually, or as a 4-part Email Marketing Masterclass series bundle for a significant discount.

(Can’t attend a live workshop? No problem. These workshops are recorded, and we’ll send you the recording, workbook, and any supplementary materials within a day of completion after we’ve had time to edit recordings.)

In this workshop on email deliverability we’ll be covering the following content:

Planning, creating an email and pressing the send button is just the start of the journey to the subscriber. What happens next and how you can help to give your emails the best chance of reaching the inbox, requires consideration across multiple areas of your implementation and strategy.

If you’re seeing diminishing results at a specific email provider or overall, or simply want to know how to maintain high delivery, this class is for you.

In this workshop, you’ll learn the difference between deliverability and inbox placement and how you can influence success in both areas; for both B2B and B2C senders. We’ll discuss your sending infrastructure, list hygiene practices, spam content and how engagement impacts deeper than just your top-line results. We’ll also dive into specific strategies to monitor your situation on an ongoing basis, fix problems as they arise and optimizing your sends for Hotmail and Gmail specifically.

This course is weighted towards B2C sending nuances with deliverability, however, many of the elements are very similar in B2B and the knowledge shared can be used across both markets.

Key Takeaways:

  • Deliverability vs. inbox placement—what’s the difference?
  • Understanding your sender reputation:
    • Domain Vs. IP reputation.
    • Getting your sending infrastructure right (DKIM, SPF, TSL, DMARC, BIMI, etc.).
    • List Hygiene:
      • Spam traps; what tools give you insight into spam traps and how you can get rid of them.
      • Bounces: what’s the difference, how to analyze them and how to handle them:
        • Hard bounces (unknown users).
        • Soft Bounces.
        • Blocks.
      • Sending Permanence.
      • Spam content.
      • Engagement:
        • Positive.
        • Negative:
          • Complaint rates.
        • The impact of your data collection processes on your delivery.
        • The difference between B2B and B2C delivery.
        • Gmail/Hotmail (Outlook) specifics:
          • What’s the Inbox? Tabs available and how to navigate them.
          • Gmail promotions tab:
            • Annotations (show your offer in the Inbox).
          • How to identify if you have deliverability/Inbox placement issues.
          • Pro-active and re-active strategies to enhance your results:
            • Proactive:
              • What statistics to monitor and what to look out for.
            • Reactive:
              • Engagement pull-back strategy.
              • What to do for B2B.

How to Convince My Boss Why I Should Take This Course:

According to eConsultancy*, 87% of surveyed senior executives agreed that the events of 2020 and 2021 have rewired customers to be digital-first. But customers don’t just expect rich digital experiences. To make a lasting impression, businesses need to provide personalized content that creates a unified journey across channels.  Email marketing is at the forefront of delivering on customer’s expectations of personalized communications that deliver on their expectations, with the right content and offers at the right time.  This email series prepares marketers to think through how to turn your email marketing program into a customer-centric, high-performing multi-touch digital experience.

*Digital Trends 2022 Experience Index Adobe and eConsultancy

The Presentations:

  • The workshop is hands-on and practical.
  • The workshop is live so that you can ask your questions.
  • Can’t attend the live workshop? No problem. All DMAnc.org workshops are recorded and we’ll send you the recording, workbook, and any supplementary materials within a day of completion after we’ve had time to edit the recording.
  • Step-by-step instructions in numbered lists with the links so you can do this yourself.
  • Everything is clear with lots of illustrations and examples. You can copy the examples, edit them, and use them in your work.

Download Material:

  • Video of the presentation with slides and audio.
  • PDF of the complete presentation.

Who is this Course For?

Anyone who manages the email marketing and marketing automation strategy for their company, including Email Marketing Managers, Demand Generation Managers, eCommerce Managers, Digital Marketing Managers, and Agency Account Managers who manage the email marketing strategy for their clients.

The Presenter:

Kate Barrett

Kate Barrett photo

Kate Barrett is the founder of eFocus Marketing, providing specialist email marketing consultancy, management and training services to companies around the world.

With a proven track record and over 16 years’ experience, Kate’s expertise and passion has helped a large range of companies (including Ann Summers, Ordinance Survey, Nissan, Marks & Spencer, Argos and Ted Baker among many others) develop comprehensive strategies, implement, manage and optimize campaigns, as well as solve complex email marketing issues.

Kate is also an instructor for CIM.co.uk and DMAnc.org, keynote/speaker at events, and author of the bestselling book ‘E-telligence. Email Marketing isn’t dead, the way you’re using it is’ (e-focusmarketing.com/book/)

Website: e-focusmarketing.com.

LinkedIn: linkedin.com/in/katebarrettonline.


This workshop was helpful in that she tried to make the technical aspects of email deliverability understandable for the audience. And she pointed out how many of the issues with email deliverability are more content related.

Juliana DoanCreative Director, AMG National Trust

Very informative class, got into the strategy behind getting your emails through!

Samantha JackMarketing Manager, WAC Lighting

The knowledge I gained far exceeded the cost of the workshop. I walked away with a clearer understanding of applying concepts and practices I already know in an effective way around email automation, digital personalization, and omnichannel strategy.

Joseph KellyContent Lead, TE Connectivity

Although this session was more technical in nature, the presenter delivered the information so that it was easy to follow and understand.

Randy CasquejoMarine Marketing - CRM Coordinator, Yamaha Motor USA - M.E.S.

I thought this workshop was really interesting and relative to what I was hoping to learn more about. I appreciate that it covered all aspects of data, how to gather, analyze and use it properly to make the most of it. Plus it covered how personalization is the way to go from now on. Very well done!

Marwah AfifiPaula’s Choice Europe B.V.

Comprehensive and thorough!

Rouba NajjarSenior Product Manager, GenScript, Inc.

Workshop dates and times:


Module 1: Improving Your Campaign Results with Better Copy, Design, and Strategy.
Wednesday, Sep 11, 2024
from 9:00 a.m. to 11:00 a.m. PDT.

Module 2: Improving Email Deliverability to Get Your Emails in the Inbox.
Wednesday, Sep 18, 2024
from 9:00 a.m. to 11:00 a.m. PDT.

Module 3: Improving Email Engagement with Personalization and Automation.
Wednesday, Sep 25, 2024
from 9:00 a.m. to 11:00 a.m. PDT.

Module 4: Email Marketing Along the 5 Stages of the Customer Journey–Improving Email Results with the Right Content Along the Customer Journey to Drive Engagement.
Wednesday, Oct 2, 2024
from 9:00 a.m. to 11:00 a.m. PDT.

Email Marketing Masterclass, Module 2: Improving email deliverability to get your emails in the inbox
Live Online, 15227 Perry Lane,Morgan Hill,California-95037
Starting on
September 18, 2024
Ending on
September 18, 2024
A good email marketing strategy is made up of many different types of email for both B2B and B2C businesses—the more targeted and personalized those campaigns are, the better the results you’ll see.
Offer Price
USD 225