Name: Deliverability 101: Getting to the Inbox with Smarter Segmentation
Uploaded: 2026-03-04T17:01:37.246Z
Duration: 44 min 40 s
Description: Deliverability 101: Getting to the Inbox with Smarter Segmentation

Transcript for "Deliverability 101: Getting to the Inbox with Smarter Segmentation": Hey. Good morning or afternoon, depending where you're located. Thanks so much for being with us today. I'm Laurie Farrell. I'm the senior customer marketing manager here at Emma. We do have a shorter session planned, so I won't take up too much of your time before introducing you to John. Today, you are in for a treat. I'm introducing John Peters, our Director of Deliverability and speaker for today's webinar. Before I hand it over, as we go, please drop your questions into the Q and A. There should be a button at the top right of your screen. We'll try to get to as many as possible at the end, and the chat is also open, so feel free to connect and share thoughts throughout the session. With that, I will hand it over to John. Thanks, Thanks, Laurie. Hi, everybody. Thank you so much for joining. I'm John. I am the director of deliverability at Emma by Marigold. And today, we're gonna talk about something that gets a lot of attention, inbox placement. But often what isn't provided with this concept is a clear framework. So, hopefully, that's something that you get out of today's webinar. Here's the core idea that I want you to leave with once this is finished, that inbox placement isn't accidental. It's the outcome of behavior. It's not about tricks. It's not some secret setting that only some people in the industry know. It is behavior. It's behavior based both on the sender and also by the recipient. So that's kind of what we're gonna hopefully gonna break down for you. And there will be time for a q and a later on. So, yeah, please please come tell us all the all the questions. We'll we'll do our best to answer them for you. Sorry, Laurie. It's oh, yeah. I was just gonna ask that the slides were up. So if we can skip to the next slide, please. So this is the six topics that we're gonna be covering today, what deliverability actually means. I know there can be some you know, is it the black art or something? It's not really the case. We'll talk about, authentication, which is foundational. We're gonna build on how to create a healthy list and maintain it, what your sending cadence and consistency should be to your audience, using segments to protect your reputation, your sender reputation. And finally, we'll dive into how do you actually measure the success of your email program. So I'm hoping that this is foundational and practical. So, you know, both of both of those things. Next slide. So before we got started, I thought it'd be kind of fun to do a quick poll to see how, how our audience is interacting with with their list. And the question for us is how often do you review your list by recipient engagement? How often are you auditing your database? Are you looking at it monthly? Are you looking at it quarterly? Are you looking at annually? Do you only look at it when there's a drop in performance, or it's something that you never do or you're not sure about? So, if you wanna take the next, let's say, twenty seconds, thirty seconds to to give your answers to us, and then, we can kinda reveal some of the results later on. Cool. Awesome. So we already have the the results coming up, which is awesome. There isn't necessarily a right and wrong answer. It depends on on your on your program. So, yeah, we might just give this a little bit more time. Oh, we've gone too far. Lori, do we have the the results? Think most people maybe. I think we're also getting some answers in the chat. So I think we seem to have a mixture of monthly and quarterly. A few people said not sure, never. Some people said, you know, it depends on the performance. So this kinda shows that there's quite a range of how we are engaging with our mailing list, and the mailing list is, you know, the bread and butter of our of our email program as senders. The other thing that I kinda wanna highlight is that your engagement your recipient engagement is something that's been constantly evaluated by mailbox providers. It is one of the strongest signals they have to understand how to treat incoming mail, how to in treat incoming traffic, and we're gonna talk about this a bit more. So deliverability isn't reactive. It's about being proactive. So thanks, Laurie. So next slide is I just wanna talk another thing about something that I think people get a bit confused about, which is delivery versus deliverability. So delivery, if we use the analogy here of us as the truck that's delivering your precious emails to a person who lives in, you know, Apartment 2 Block 3. What we're doing is we're delivering that email, and, there's gonna be some checks. And once we pass those checks and this is gonna be things like authentication. Once we pass those checks, the email is accepted by the receiving server. And we get a receipt that says the email was accepted. We can show that, and we turn back and go the other way. Now there's gonna be more checks, and those checks dictate deliverability. And deliverability is where does your email land once it was accepted by the receiving server. So this is based on your sender reputation and various other anti spam filters that the receiving server is using. And based on those results, it can land in the inbox, which is, of course, where we wanna go. It could land in the spam folder, which is not what we're aiming for. And in some rare cases, it can still be blocked once that email has been accepted. So delivery is that first part of getting to the inbox, and deliverability is what's happening outside of the MR system in, you know, Gmail, Yahoo, or Hotmail servers. So I I kinda hope that kinda makes sense. Next slide. And then something that, again, is foundational is before we can look at behavior, we wanna establish our identity. We wanna prove to the mail server we are who we say we are. And the way that this is done is through either SPF or DKIM and then DMARC. So SPF ties the email to the IP address. When you send via our IPs, what it's doing is saying these IPs are authorized to send your mail that's coming from your domain. DKIM is like a, digital fingerprint that's added to your email. It's a cryptographic signature, and that ties into your sending domain, which is the the part which is after the at, in the email address. And it also allows the receiving service to know whether the mail was, altered in some way in transit. And then DMARC, which is the newer of these three, is allowing you to publish a policy that says, if a receiving server gets an email from my domain or what looks like to be from my domain, but it isn't authenticated, here is what I want you to do. So there's three policies you can set. You can set p equals none, which is the lowest setting, and it says don't do anything. Then there's quarantine. So it says, if you get email that looks like it's coming from my domain, but it doesn't have either SPF or DKIM, I want you to put that into the spam folder. And then you have reject, which is the strongest of the three policies. That says that whenever you see emails that come from my domain, but they don't have SPF or DKIM, you only need one of the two, I want you to just block that email. So we recommend starting from a policy of none. But then once you kind of start monitoring your results, which is, one of the things that DMARC allows, it sends you reports that you can monitor to see what's happening with your mail stream. You can then move to a stronger policy of quarantine or reject. And we have help docs on all three. They also have a video walkthrough that helps you set these up for your email for your Emma accounts. So moving on from there, let's talk about the behaviors that dictate deliverability. So starting with the three things that you can directly control is your list quality, your sending pardon me, your sending patterns, and your engagement relevance. So here, what you wanna do, if we could just, go to the next slide, and we can kinda dive into these a bit more. In terms of healthy list growth, what you wanna do is make sure that you have clear permission at sign up. You don't wanna be sending to any purchase list. And the reason you'll hear this over and over again from various experts is because when you have a purchase list, there's no per permission to send emails to those people. When they get the your emails, they're either gonna not open them, which is a negative signal, or more likely, they're gonna click unsubscribe or they're gonna click spam market as spam. And those are gonna be the issues that not so much unsubscribe, but definitely a high spam complaint is gonna impact your sender reputation. So the best way to start off is to have a a good permission check-in box. People can check and elect to get into your mailing list. The next thing you wanna do at sign up is to set expectations. How often are they gonna hear from you? What kind of emails are they gonna get from you? You know, is there a preference center that maybe they can use to decide what kind of emails they get or how often they get it? And then you wanna also honor unsubscribes and opt outs. If someone has unsubscribed, it's a clear signal that they don't wanna be on your mailing list. Don't add them back to your list, because it might be that next time they market as spam rather than just, you know, politely unsubscribing from it. And then the third thing we say is to protect your forms with recapture. Recapture, what that means is that if there is a spam bot that is adding addresses to your list, which are either non permission based or they're just, you know, typo domains, which are gonna cause bounces, the recapture helps to prevent those spam added addresses being added to your list. Emma's hosted forms already have recapture on it, but if you're using other forms, one of the ones that is provided by Google is invisible recapture. So often we hear people saying, oh, I I don't wanna add recapture. It's gonna discourage people from signing to my list. What those for those type of recaptures do is they will only pop up for someone who's signing up if there's something suspicious that's happening. So it, reduces that friction that people feel adding a recapture to the sign up form can create. Excuse me. Continuing on with how your actions dictate or impact the success of your emails, who you send to determines engagement signals, which, as I said, is one of the strong, strongest signals that your emails are both trusted and wanted by the receiving parties. How often you send emails create consistent signals, and mailbox providers are looking at patterns, so they want to have consistency. If there's sudden drops or sudden spikes, that can be treated as suspiciously as suspicious by the mailbox provider. And then, of course, you want to have the relevancy of your content because this, again, will increase the engagement that the audience have. They're they're getting what they signed up for. So they like it. They're gonna click. They're gonna open. They're gonna spend time reading it. Maybe they move it around in the inbox. Whatever interaction they're doing, that shows that, you know, this is something that people wanted, and it again reinforces the trust that you're building both with your audience and also you're showing that to the mailbox provider. So the key thing here is that mailbox providers are evaluating patents. They're not evaluating intent. You know, you may have sent it with the best intentions, but if you didn't get the right results, it's those signals that the mail box provider is using to evaluate future emails from you. Next slide, please. So continuing with the with the the message from the previous slide, consistency builds trust. Extending extended gaps in your sending can decrease the engagement you have with the audience. So we usually say this depends on your business, but, you know, you wanna send an email at least once every month or once every three months. What that allows is to keep you top of mind on the receiving parties. They they know who you are. They're used to getting your email. It's not gonna be a a twelve month gap where they've kind of forgotten who you are. Sudden spikes in volume in sending volume can also increase scrutiny by the mailbox providers. If they're expecting you to send a certain volume at a certain time and then suddenly you are sending three times that volume, that sudden spike can be treated suspiciously by mailbox providers. And then also irregular sending patterns can, once again, cause, unpredictable inbox placement because it can be treated that mail might be treated more suspiciously. So keeping a regular cadence in your sending, in your volume is very, very important. It's not about sending more. I'd like to point out, it's not about sending more. It's about sending consistently to your audience in the manner that they expect you to be sending with the content they expect you to be sending. So moving on, how can we help you be better senders? What can we what what tools can we provide? So segmentation of your list is building reputation. And here, I've broken down four categories of, your audience that we are assessing on how engaged they are. So your core audience is gonna be people who've clicked or opened an email in the last thirty to sixty days. These people are highly engaged. This is your primary sending segment. Then you have people who perhaps were engaged but have become less so. So these are people who haven't who last engaged with your emails 61 to a hundred and eighty days ago. So you might wanna consider checking in with them, kind of seeing maybe you're sending too many emails. There is this phenomenon called inbox fatigue or email fatigue. Maybe they are suffering from that. Maybe check-in and see if the content is relevant. Is there things like personalization that can be used? Can you create more, segmented and targeted content that would appeal to these people? Then there might be people who only interact with you within the last six to twelve months, and these are people you wanna check-in with. You wanna try and send them win back attempts, re reengagement campaigns, and you might wanna stagger those. For example, you might wanna send one on week one, the second one on week two to people who didn't open the first one, and then week three is your final attempt to win people over. And you still have people who haven't opened and clicked. Maybe it's time to assess whether they're adding any value to your mail program. And then people if you've been sending emails regularly and, you know, it's been a year since people have interacted with you, have they engaged with you, These are people who are long term inactive people. Sending to these does impact your core audience because, the mailbox provider is looking at all the signals they're getting. So it might be better to sunset them to remove them from your list. Because sending to everyone equally means that your least engaged people are being treated the same as your core audience, and, you know, we don't want that. So what is the right cadence for you? Frequency should, reflect engagement and value. If you're sending something that is meaningful, that is interesting, that they expect to receive from you, or if you have, say, a weekly newsletter, then, you know, they're expecting you to send a weekly newsletter every week. So high highly engaged segments of your list can tolerate more email frequency, and then low engaged segments should be receiving less mail. And once again, you wanna avoid spikes or long gaps as this can lead to lower engagement and possibly things like, high spam complaints, possibly high bounces as well. If you haven't sent an email in one year and you send, an email to that list, there might be people who have abandoned the mailboxes or are no longer using those boxes. They've gone, they're no longer active, and that adds to your bounce, bounce rate. So the the key takeaway here is predictability is building trust, and deliverability is about trust. Next slide, please. So segmentation in Emma. What are some of the tools that we have available for you? They the Emma's segmentation tools are rule based and dynamic. Segments are calculated automatically based on stored engagement and contact data. This means that you're not working just with static segments. They up update. You can segment by profile data, segment by engagement behavior. You can have response based targeting targeting, and then some accounts also have the smart segments, which is you type in in plain English or plain language, things like, you know, clicked in the last thirty days and is in group whatever x. And then that the start smart segment will calculate that for you. And the one out of these I really wanna highlight is the response based targeting. So for example, you could look at your list and create a segment that says, I wanna see everyone who signed up over a year ago and then has opened or clicked an email in the last sixty days. So now you know there are people who've been on your list for at least a year. They've been receiving emails hopefully in that one year. They have enough opportunity to engage with your with your content. They haven't done so. You know, is it a time to send a reengagement campaign? Try and check-in with them. And once again, you can go to helpmyemma.com, and you can search for audience tab segments. There is a video walk through on the on that help doc as well. Next slide, please. So, measuring success, what does a healthy, list look like? So, generally, people kinda look at only one metric like opens. And what we wanna do is we wanna encourage our, our customers to be holistic in how they assess their deliverability. That's how mailbox providers are looking at your emails. They're looking at hundreds, if not thousands, of signals to assess how, they treat incoming mail. So we also wanna use different data points to make the same assessment. So look at clicks, look at opens, look at conversions, look at traffic that is directed to a landing page. If you're selling in if you are a marketer, look at, you know, how much return on investment you might be getting from your mail program, email program. So all of these are signs that you can assess to see how successful you are. You also wanna watch trends over time and not just look at isolated campaigns, which can, of course, be useful, but you also wanna create a threshold. And then stable engagement patterns, you know, they can be healthier at this beginning, but there might be a dip. So this is a good time for sorry. And one other thing that I would like to add is some mailbox providers also have tools that they provide to their users. For example, Gmail has Gmail Postmaster tool, is free to sign up to, and this will give you data for only Gmail addresses that how people are interacting with it. So it has to do with your domain reputation with Gmail, and it's the only way to look at Gmail spam complaints as well. So those are the two things that are very very useful with the Gmail Postmaster tool. Next slide, please. So what are some early warning signs that we should kinda keep an eye on? First of all, it would be declining engagement across segments. If you're seeing that, say, you looked at how active engaged people were at the December for that quarter, and then you compare it to how people are interacting, say, you know, at the June, there might be some discrepancies there. If you have data for the whole year, then you can account for also seasonal variation because, you know, people might be more engaged, you know, during Black Friday, Cyber Monday, for example. And then maybe in the summer months, they're less engaged and active. So that that's useful to kinda establish, you know, those patterns. Sudden spikes and bounces or unsubscribe rates, again, could be an indication that there is something that's going wrong. Bounces usually have to do with list quality. Perhaps you, you know, added some new data to your your mailings and it's not performing as well. So it's worth looking at it's worth identifying where that segment is coming that's causing more bounces and highest unsubscribed rates. While they're not as impactful as a high spam complaint rate, what it does show is a decline in engagement. So once again, you wanna check and see who are the people who unsubscribed from your list. Were there people who'd been on your list for a long time perhaps, and they had been getting emails and they were not engaging, and then they're clicking unsubscribe, maybe a reengagement campaign and then, you know, sunsetting those would be a better way to go rather than waiting for them to unsubscribe. Next slide, please. So some tools that we have in Emma, which helps you monitor your deliverability health. We already spoke about the list segments. The other thing that I want to highlight is responses, which is your mailing results, and you can look at key indicators like opens, clicks, bounces, unsubscribes per mailing, and that helps you, you know, assess how each campaign performed. Then you also have insights, which I think is one of the, you know, the the best feature that we have. And this allows you to monitor those key metrics over time. So you could look at engagement and your audience activity, say, in this in the current quarter and then compare it to the previous quarter, and then you can kinda see has there been a decrease in open rates or increase, has there been a difference in clicks, you know, all of those kind of things. So insights is is very, very useful, I think. Next slide. Ah, so what I wanna kinda take away from here, once again, reiterating that inbox placement is earned. It is a privilege. It's not a right to land successfully in the inbox. And the things that dictate the factors that influence this is healthy list, consistent sending, engagement driven segmentation, and ongoing monitoring. It is, the days of kinda spray and pray. If anybody was still using that kind of strategy, it's no longer the case. As computing power has increased, machine learning has increased, mail mailbox providers are able to look at, data in real time. They have a history, and they're monitoring you to see how you perform and how your audience engages with your emails. And so we wanna do the same thing. We wanna monitor and make sure that we are in control of our metrics. We can identify issues. We can correct them before they become a big problem. We are sending emails that are being well received by by our audience. So I think that is yep. That's all we have in terms of slides, but I'd love to open it up to q and a. We have a few questions that have come in. One question that a couple of people were interested in is, does it create problems if you reduce newsletter mailing during the times of the year when we don't have much content to promote? For example, going down to biweekly in slow months when it's regularly a weekly send. Sorry, Laurie. Someone is saying that you are muted. Is that the case? I can hear you. You can oh, no. More people are saying not able to hear. Some people can and some people can't. Okay. Oh, no. Were you able to hear the question? I can. So I sorry. I got a little bit distracted by people saying they couldn't hear you. But I think the question was, if we are sending less newsletters in the months when there is less engagement with it. Was that kind of was that correct? I just put it in the chat for those who could, not hear. okay. So that's a clear problem if you reduce newsletters, mailings during the time of year when we don't have much content to promote, for example, going down to biweekly in slow months when it's regularly a weekly send, yes, I think that is great. If you're finding that you're not having the engagement, reducing the cadence is helpful to do. What I would do is I would let people know before doing that and say, hey. You know, we you can have a nicer tone than hey. It's very apologetic. But you can say, you know, and this is our quiet time, so we were reducing the cadence so your audience knows to what to expect. And then you still want to send some emails. Maybe once a month is better than sending weekly emails, for example. But it's all about managing the, audience's expectations. If you let them know what's happening and then you follow-up consistently with what you said, they will adjust to to the cadence as well. And then you can say, you know, we're coming out of our slow season. We're coming back into peak season. We will be sending more emails, you know, and you can kinda give them a a preference. Maybe they want to remain on the lower cadence or they're happy to switch to the higher cadence, the higher frequency. Thank you. Oh, It looks like hear me. yeah. I'm? not sure. It looks like there's a mix of people who can and cannot hear. I'm not sure why it's doing that. Hopefully, in the replay at worst case scenario, they can watch the question and answer if they didn't hear it. Another question here is, is there a difference between opt out and unsubscribe or are they interchangeable terms? So opt out is a broader term, and we would say opt out can refer to people marking an email as unsubscribe, or a more extreme example would be marking an email as spam. So for our purposes, we can make a distinction between unsubscribe and marking email as spam. So, you can see the unsubscribe rates in your, Emma mailings. For spam complaints, there isn't a direct way to see that, but our compliance team monitors it, and they will reach out and say, you know, can we assist you with this? We're seeing that there's more spam complaints coming through. So yes. Thank you. Next question. Can you create segments later after you have a robust I'm sorry. It was could you repeat the question? contact list. Yes. You definitely can. And you wanna be sending some emails so you have some engagement data to your list, and then you have data that you can use to then create segments. So you have been sending emails regularly for let's say, you send it once a week or once every two weeks. You have three months data, and then you can use that three months data to create segments. And, John, I'm gonna also paste this question in the chat just because it's a little longer and I want to make sure everybody hears the question. For enterprise accounts with subaccounts for different business units under the same org umbrella, are there any special considerations or best practices, especially when the lit lists between business units have some overlap? Great question. And we're getting into the weeds now, which is nice. So I think if we kinda take a little bit of a zoomed out point of view, what you wanna be doing is you wanna make sure that you're sending emails that people expect. So if there are different business units, but they have different branding, they're selling different content, they're having different emails that they send to, you firstly, you wanna make sure that people you're sending emails to have opted in to those business units unless there is some option to opt into a master list, and then it's clearly expected that you're gonna get emails from every business unit. So first thing you wanna make sure is you have permission. And then the next thing you wanna make sure is that you want to honor any sort of unsubscribes that are happening. So if someone has unsubscribed, you wanna make sure that it's clear to the customer sorry, to the recipient which list they're gonna be removed from. So yes. So it it is really a matter of making sure, you know, your opt in is correct. You're sending the relevant content that they expect you to they expect to receive. And if they are opting out, is it is there a mechanism that allows you to opt out from all lists, or is it only allowing you to opt out of one list? And that's very important to to manage. Let's see. I'm scrolling through. I'm also going to paste this one in the chat so that it can be read. It says, we have consistent monthly emails to our subscriptions. We also send targeted emails to specific communities based on segmentation during the month or when there is a need. Our subscription emails are sent to around 5,000 subscribers. The targeted emails could be sent from anywhere to 500 to one and a half thousand subscribers. Does this variability in size of campaigns affect deliverability? If you are reducing the volume so you have monthly emails that are going to five k. So that's the expected. And then in between, you have some variations which goes up and down. So the baseline would be the five k. That's kind of what is expected from mailbox provider. If you drop in volume, generally, that's kind of okay. That can that's understood. It will be more, let's say, if you're sending five k a month and then, your next mailing went to 15 k or 20 k. That might be treated suspiciously by some mailbox providers. So the the reduction in the size is not as impactful as it is an increase. All of that to say, you should be fine. John, how does segmentation actually protect reputation? Yeah. Great question. So the the thing that we wanna do is we wanna send more positive signals, or show more positive signals to the mailbox provider and less negative signals. And that's what segmentation allows you to do. It allows you to send more targeted emails to your active audience, which means more opens, more clicks, more time reading your mail, maybe they forward it to someone. All of these are positive signals, and that's what you want to do with segmentation. It also allows you to identify those less engaged people and allows you to take some action, with regards to how you're sending emails to them. Maybe you send them less emails, maybe enough time has gone and you've already tried to reengage them, and it's time to remove them from your list. So segmentation helps you to understand how your audience is reacting with your emails and create strategic changes based on data. It also helps, you know, if you're gonna have internal conversations with stakeholders, you have that data to support the the changes that you're making to your email program. Thank you. Let's see. Mandy asks, we have seen a giant increase in bot clicks in the last two months. Is anyone else experiencing this? Are there recommendations to minimize these? We're concerned we're not getting past filters. Okay. So I imagine this is probably where you're seeing that there are automatic opens and clicks that are happening by the receiving servers anti spam filters. So we we do have a help talk on this, but, generally speaking, this is there's two things that are happening. One thing is that across the industry, there's more abuse that is happening, and therefore, receivers are increasing the security they have in place to combat that. So that's something that's happening across the industry. The other thing that's happening is could be specific to you. There could be something in your email content that is triggering higher scrutiny from the anti spam filters. So that could be things like, URL shortener. It could be PDF links. So what you might wanna do is you wanna identify if there's a particular domain where you're seeing higher robot clicks. You might wanna reach out to that to that domain and say, you know, we just wanna talk to your IT team. We are trustworthy. People have opted into our emails. Can we set up allow listing for the email that we are sending so that our emails can bypass those, server clicks, those anti spam filters? So it's a matter of identifying what's happening. It is happening more across the industry, but it also is something that could be specific to your mail content that you need to identify. Perfect. Let's see. Meg asks, what is the easiest way to have someone opt back in if they've accidentally opted out? Oftentimes, the link at the bottom of emails, manage preferences, does not work. That all might sound like it might be a support ticket, but I don't. know if you have that. I think that might be a support ticket, but mhmm. If they've already opted out, you would have I I think the best thing is you just have very good online activity that entices them back because they've already opted out. So no. I mean, the the way to combat that would be to send reengagement campaigns regularly to your less engaged subscribers so they have an opportunity to give some indication, like a signal that says whether they're interested in staying or they're not interested in staying. But if someone has opted out, then you have to you have to, honor that. In terms of the the managed preferences, I think that was what you referred to. I would raise support ticket. That doesn't sound that doesn't sound right. Yeah. I made a note that I will reach out to Meg to get some more details on that so that we can help. Let's see. Our biweekly news emails are reported as nearly 100% open and high click rate. Is it possible that those figures are inflated as the engagement of those recipients is otherwise not evident? Very possible. So I don't know if people are aware of Apple MPP. This was a privacy protection feature that Apple introduced a few years ago. And what it does is it inflates open and clicks. So it could well be that a lot or majority of your audience is using, Apple Mail, or Apple's they program basically to read, say, their emails, and that could be resulting in open and clicks. The good thing, I guess, the silver lining here is that they are only checking mail that makes it to the inbox. They're not looking at mail that's being filtered to spam. So it is landing in people's inboxes. It's just that there's gonna be a higher rate of open and clicks inflated because of the privacy protection that Apple introduced. But I'm pretty sure that Emma has a feature that allows you to distinguish between sort of Apple MPP open clicks and human clicks. So you can review it there. Where do I oh, there's a couple in the chat. Let me look through some of these as well. Does the segment signed up also include any new manual additions to our CRM group, not just sign up forms. I think that might be a question for support. I'm not sure. I would say that it probably is new sign ups are included in there, but best thing to do is to reach out to the support team. I am making note of a few of these for us to reach out after the webinar. Where do let me see. Amanda, I will also reach out to you. One from Philip. Simply put, is deliverability better if I send from my Outlook account to a non free email, e g non e non Gmail, then from e two m a to Gmail or can't tell? I'm also gonna put this in the chat so you can reread that, John. I think I understood what the question was, but I will reread it. Okay. So I think we're getting a few things mixed up here. The first distinction I would make is there's a difference between you sending email from your personal account, whether it's Outlook or Gmail or Hotmail or Yahoo, and sending via Emma. So there's a cap on how many emails you can send from your personal inbox. You know, I think, I don't know, 300, 500. Whereas, you know, people are using Emma to send thousands of emails or tens of thousand hundreds of thousands of emails. So there's a difference in how receiving servers treat mail that's coming from you as an individual because the idea is you're generally sending an email to a small group of people, family, friends, or one to one email. And there's a difference between when you're using a third party server like Emma to send a bulk email. So there's different IPs. There's different addresses. The content is different HTML links. All of that is different. So there's a difference there. And then I think there was a second part of it, which was to what was it? I think it had to do with sending to Gmail. So that's the other thing. So it's each mailbox provider, generally, when we're talking about b to c mail, has a slightly different criteria on how they assess in incoming emails. And they publish a lot of this on their website, so that's where we get the information, which we then recommend to us to our customers. But what they wanna do is it's not about whether you're sending it to Gmail or Yahoo or Hotmail. It's whether you're following best practices and you have authentication set up and you're keeping high engagement signals, and you're reducing low engagement signals. So those are the metrics that that Mailbox files are looking at. We have time for just a couple more. Daniel. asks, is there a way to show only the verified opens since MPP has muddied the waters on actual metrics? So the there's been a lot of debate in the industry. Can we a 100% identify things that a machine clicks as opposed to human clicks? And, unfortunately, I don't think there is a 100% way to do this, but we have some way of identifying machine clicks, and that is what you're seeing. So, yes, Apple MPP unfortunately did muddy the waters. It will give you some degree of accuracy in terms of assessing how much of it is how many of much of your metrics have been exaggerated by Apple MPP, but I wouldn't say it's a 100%. Yeah. Because app Apple's implementation of this was to try and reduce visibility into this. I did also want to point out for one of the questions you were just answering, I saw David's comment that said you can see human versus machine clicks in Emma, so that's something to keep in mind. Sorry. I'm just scrolling through up a little higher. Can you make changes after you schedule your send? I think you can make some changes before the campaign is sent out. So say you schedule it to send tomorrow. There are some changes that you can make before. But once again, the specifics, I'm not entirely sure. Again, it would be a support question, but we have help documentation on this in terms of scheduled mailing. John, I can answer this since I do send our marketing emails out of Emma. I learned that this week. Yes. You can. You can cancel the send and make your edits and then reschedule it. Awesome. And I think that we will stop here. I don't know, John, if you had any closing thoughts. I do have notes of multiple questions that we did not get to. I will make sure that we reach out to all of you. I will go through those this afternoon and make sure that you get your answers. I do see all of them, so do not worry if we didn't get to you. We will make sure to. But, John, if you have any closing thoughts, I'll hand it back to you. Thanks, Laurie. I would say the important thing to remember is there's a person at the end of that email, and they're gonna probably react to it as you would react if you got an email. So, you know, it's communication. Email is communication between two people, generally. And, yeah, that's that's important thing to remember when we're looking at lists and segments and all the other stuff. Perfect. Thank you everybody for attending. We will send out the recording and reach out to those of you we were unable to get to. Have a great day. Great. Thanks, Arun. Bye.