Chintan Doshi is Senior Director of Marketing Automation at Mavlers, a global email marketing and CRM agency with over 700 people across 52 countries. Day to day he works across multiple platforms including Salesforce Marketing Cloud, Braze, Klaviyo, and HubSpot, driving performance for global clients.
In this episode, Chintan explains why email deliverability is the result of a strong lifecycle strategy—not just technical setup. He shares practical advice on building customer trust, maintaining list health, and measuring the metrics that really drive long-term email performance.
Dive in:
[08:24] Impact of Email Deliverability Issues
[12:23] Building Email Inbox Trust
[15:11] Focusing on customer behavior signals
[18:47] Focusing on meaningful email metrics
[19:52] Analyzing email marketing metrics
[23:38] Email marketing frequency and list hygiene
[28:46] Importance of channel-specific consent
[32:15] Improving email engagement strategy
[33:35] Insider Tips from Chintan!
Episode sponsored by Mavlers. Book a meeting with the Mavlers team at https://www.mavlers.com/
Treat Deliverability as a Business Strategy, Not a Technical Problem
Many brands think email deliverability is just about authentication and inbox placement. Chintan argues that it starts much earlier. It comes from sending relevant content to people who actually want to receive it. When subscribers engage with your emails, inbox providers reward your sender reputation. Better deliverability leads to more opens, more clicks, and ultimately more revenue.
Prioritize a Healthy Email List Over a Bigger One
A large email list is not always an advantage. Chintan recommends focusing on engaged subscribers instead of trying to email everyone. Make it easy for people to unsubscribe if they no longer want your emails. Regularly remove inactive contacts and run win-back campaigns before sunsetting them. A smaller, healthier list will outperform a large database filled with disengaged subscribers.
Measure Business Results, Not Vanity Metrics
Open rates are no longer the best way to judge email performance. Privacy changes have made them much less reliable. Instead, Chintan recommends tracking metrics like clicks, purchases, website activity, customer retention, and revenue per recipient. These metrics show how email contributes to real business growth. They also help you make smarter decisions about your lifecycle strategy and future campaigns.
Takeaways:
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