The Ultimate Guide to Hiring an Email Deliverability Consultant in 2023 - Mystrika

Getting Lost in the Inbox?

Are your marketing emails vanishing into the abyss of the spam folder or promo tab, never to be seen again? Do open and click rates seem stuck in quicksand, slowly sinking no matter what you try?

Don’t worry – a deliverability consultant can pull your email program to safety with their technical know-how and inbox expertise. This comprehensive guide explores how email deliverability consultants work their magic to maximize reach, engagement, and results for your campaigns.

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What is an Email Deliverability Consultant and Why Hire One?

What is Email Deliverability?

Email deliverability refers to the percentage of emails sent that successfully reach the intended recipient’s inbox. It measures how effectively an email campaign is able to get past spam filters and other obstacles to hit the inbox.

A high deliverability rate is essential for email marketing success. If your emails don’t make it to the inbox, recipients will never see your messages or click-through to your site.

Some key metrics used to measure deliverability include:

Inbox placement rate – Percentage of total emails that arrive in the inbox rather than the spam folder or being blocked. Industry benchmarks range from 90-99%.
Bounce rate – Percentage of emails that “bounce” or get returned due to invalid addresses, full inboxes, etc. The maximum acceptable bounce rate is 5%.
Complaint rate – Percentage of recipients that manually mark your emails as “spam” or unsubscribe. This should be less than 0.1%.
Reputation scores – Services like SenderScore rate your sending IP and domain reputation. Aim for scores above 90%.

Maintaining high deliverability requires constant optimization across areas like sender reputation, email authentication, list quality, message content, and more. But it’s not easy, especially with inbox providers constantly updating their filters.

This is why it can be invaluable to have an email deliverability consultant on your side.

How Email Deliverability Impacts Your Business

Deliverability directly impacts important email marketing metrics:

Open rates – If your email hits the spam folder, recipients are unlikely to see and open it. Low open rates indicate deliverability issues.
Click-through rates – Recipients can’t click your links or buttons if emails don’t reach the inbox. Low CTRs signal problems.
Conversion rates – Whether it’s sales, leads, or sign-ups, poor deliverability hampers your ability to convert prospects via email.
Revenue and ROI – At the end of the day, poor deliverability means lost revenue opportunities. The ROI of your email program suffers if emails don’t get through.
Engagement – Recipients ignore emails in the promotions or spam folders. Lagging engagement shows your messages aren’t being seen.
Brand reputation – When emails consistently go to spam, recipients begin to associate your brand name with spam, hurting perception.

Furthermore, blocked or blacklisted IP addresses can totally cripple your ability to conduct marketing via email. That’s an existential threat for email-dependent businesses.

Given the stakes, maintaining inbox placement and deliverability should be priority #1. Bringing in an expert consultant is the smartest way to make that happen.

What Does an Email Deliverability Consultant Do?

Email deliverability consultants are experts who help businesses identify and resolve issues hampering email performance. They specialize in navigating the complex technical and reputational factors that impact inbox placement.

Deliverability consultants provide services including:

Comprehensive audits – They thoroughly analyze your email program and infrastructure to pinpoint weaknesses.
Remediation guidance – They create targeted action plans and advise on steps to improve deliverability.
Ongoing optimization – They monitor metrics and tweak settings to maintain high inbox placement rates.
IP warm-up assistance – They help properly warm up and establish new IP addresses.
Migration support – They aid transitions between email service providers to avoid deliverability drops.
Reputation management – They monitor reputation scores and work to resolve issues like blacklisting.
Authentication setup – They ensure protocols like SPF, DKIM, and DMARC are properly implemented.
List hygiene processes – They review list sources and help remove risky or unengaged subscribers.
Message optimization – They analyze email content/language to reduce spam trigger words.
Spam trap identification – They find and remove email addresses that negatively impact sender scores.
Provider negotiations – They leverage relationships with ISPs to address blocking or throttling.

The right consultant becomes an invaluable partner, providing the expertise and dedicated focus required to overcome inbox obstacles. Their guidance and technical knowledge is vital for deliverability success.

Top Reasons to Hire an Email Deliverability Consultant

Here are the biggest benefits of bringing on an email deliverability consultant for your business:

Resolve existing deliverability problems – Consultants isolate the root causes of issues like blacklists and spam filtering that are negatively impacting your email performance. They develop solutions to get you back on track.
Prevent future issues – Proper strategies and safeguards can stop deliverability problems before they develop. Consultants know how to optimize your program to avoid problems down the road.
Save time – Deliverability management is complicated, time-consuming work. Consultants take this burden off your plate so you can focus on other priorities.
Gain technical expertise – The intricacies of reputation scores, authentication protocols, etc. require significant expertise. Working with a consultant gives you an expert on your team.
Enhance workflows and processes – Consultants can strengthen areas like list management and quality assurance to prevent deliverability pitfalls.
Increase productivity – By improving deliverability, consultants allow your team to become more productive and effective with email campaigns.
Scale strategically – Consultants ensure your email program grows in a sustainable way that doesn’t trigger deliverability red flags.
Drive revenue – Ultimately consultants improve your bottom line by getting your emails into inboxes where they can generate more leads, sales, and ROI.

If lackluster open or click rates are hurting your email results, an expert consultant may be the missing ingredient for success. Their technical acumen and troubleshooting capabilities optimize all facets of deliverability.

When Should You Hire an Email Deliverability Consultant?

Knowing the right time to bring in an email deliverability consultant is important. There are certain warning signs that indicate you could benefit from expert help. Additionally, consultants can provide the most value at specific stages.

Warning Signs You Need a Deliverability Consultant

Watch for these red flags that hiring an expert should become a priority:

Declining inbox placement rates – If your inbox rate drops below 90%, it likely signifies deliverability problems. Even small declines warrant attention.
Increasing spam complaints – Higher complaint rates lead to worse sender reputation. Don’t ignore if your rate goes above 0.1%.
More emails sent to spam – Recipients reporting more emails in spam means your sender score needs work.
Higher hard bounce rate – Bounce rates above 5% indicate list quality issues that will hamper deliverability.
Lower open and click rates – Lagging open or click rates often mean your emails aren’t being seen.
Inboxing issues with a specific provider – If Gmail or Outlook send you to spam, there’s an underlying problem.
Sudden drop in email performance – An unusual dip in opens or clicks can mean you’ve been blacklisted or filtered.
Launching an important campaign – Major campaigns warrant audits to identify and fix deliverability threats beforehand.
Introducing a new sending domain/IP – Fresh domains and IPs require careful warm-up and reputation building.
Changing email providers – A provider switch calls for an expert to ensure the transition goes smoothly.
Ramping up email volume – Scaling up campaigns requires monitoring so deliverability doesn’t suffer.
Using purchased email lists – Purchased lists heighten spam risks and often tank deliverability.

If any of these scenarios apply, your best bet is to work with a consultant. Their technical diagnostics and remediation can get your deliverability back on track. Don’t wait until performance drops significantly. Be proactive.

Stages When a Consultant Can Be Most Helpful

In addition to addressing problems, consultants can provide assistance at key stages:

Getting started – When launching an email program, consultants ensure you follow email best practices right off the bat. They help properly configure SPF/DKIM authentication, choose reputable providers, implement list cleansing processes, and more. Starting out strong is critical.

Strategizing growth – Consultants guide smart scaling. They monitor metrics to alert you to potential risks and make adjustments needed to maintain deliverability at higher volumes.

Enhancing engagement – Optimizing relevance and personalization helps boost open rates. Consultants analyze content and UX to enhance engagement.

Introducing new features – Adding innovations like triggered campaigns requires testing to avoid deliverability side effects. Consultants identify potential pitfalls.

Tightening workflows – Consultants strengthen areas like QA, compliance approval, list updating, etc. to ingrain deliverability thinking across all workflows.

Transitioning systems – When migrating CRMs or email service providers, consultants manage the switchover and minimize disruption to ongoing campaigns.

Recovering from issues – If blacklisted or suddenly blocked by Gmail, skilled consultants know how to systematically resolve the problem and rebuild your reputation.

Preparing for major campaigns – Big marketing pushes need audits beforehand to catch problems early and realign resources if needed to support the initiative.

Evaluating new channels – Adding capabilities like SMS requires separate reputation building. Consultants ensure your new channels develop strong deliverability foundations.

Tap into consultants both when you’re facing dire issues and as a regular partner to provide guidance as your program evolves.

How to Choose the Right Email Deliverability Consultant

Not all deliverability consultants are created equal. Choosing the right partner to address your specific needs requires research and due diligence. Here are tips for selecting a qualified consultant.

Key Skills and Expertise to Look For

The best consultants have experience across key technical and strategic areas:

Email infrastructure expertise – They understand how to optimize SMTP servers, sending infrastructure, IP reputation, and other foundations.
Authentication protocol knowledge – They ensure proper DKIM, SPF, and DMARC setup for sender authentication.
Remediation capabilities – They know how to resolve issues like invalid addresses, spam traps, blacklists, etc.
Mailbox provider relationships – They maintain contacts at ISPs to address blocks or filtering.
Monitoring and analytics – They evaluate metrics like bounce rates, spam complaints, and reputation scores.
List management – They advise on list hygiene, managing consent, and safely acquiring subscriber data.
Message optimization – They analyze content, links, imagery, etc. to avoid red flags.
Campaign strategy – They take a comprehensive view of how all program elements interact and impact deliverability.
Testing expertise – They mathematically test and model different sending strategies.
Regulatory knowledge – They stay updated on email laws and compliance requirements.

Prioritize consultants with 5+ years specifically focused on deliverability. Ensure they have worked with many clients across diverse industries. Their experience resolving multiple types of issues makes them valuable.

Questions to Ask Potential Consultants

Use these questions during initial consultations to gauge capabilities:

What deliverability challenges are you most successful at resolving?
How do you stay current on inbox provider and regulatory changes?
What metrics and analytics will you monitor for my account?
How will you optimize our existing email program and infrastructure?
If we get blacklisted, what is the process to get removed?
How can you help us enhance our list quality and management process?
What techniques and tools do you use for spam trap detection?
How will you report on the improvements and ROI achieved?
Who will be our day-to-day contact for ongoing support?
Can you share examples of remediation plans and guidance provided to clients?
What differentiates you from competitors in the space?

Assess their responses to determine the best fit for your needs. Beware vague or incomplete answers. Look for strategicfocus beyond just technical checklist solutions.

Red Flags to Watch Out For

Avoid consultants who:

Can’t provide referrals from past clients
Make unrealistic deliverability guarantees
Don’t ask questions to understand your specific needs
Lack strong technical knowledge
Rely only on third-party tools without human expertise
Focus solely on temporary quick fixes rather than long-term strategy
Don’t monitor and evolve solutions over time
Fail to prioritize compliance with email laws
Have no established deliverability methodology
Aren’t transparent or responsive in communications
Outsource the actual work rather than provide direct expertise

Comparing Deliverability Consultant Services

Consultants range from independent freelancers to large agencies:

Freelancers – Typically have lower costs but may lack breadth of experience and access to advanced tools. Vet carefully.

Boutique agencies – Provide focused expertise, though with less scale to manage large volumes.

Full-service agencies – One-stop-shop but deliverability may not be their core specialty.

Specialist consultants – Offer deep deliverability knowledge but are smaller and service limited clients.

Large deliverability firms – Have vast experience but are more expensive and may not be hands-on.

Evaluate options against your specific priorities – budget, project scope, account size, need for ancillary services, etc. Leverage free consultations before deciding.

An investment in the right deliverability consultant pays dividends through higher inbox placement, engagement, and conversions over the long-term. Treat your selection process with care.

What to Expect During the Consulting Process

Once you’ve chosen a deliverability consultant, here’s an overview of the typical engagement process:

Discovery Phase

The discovery phase aims to thoroughly understand your current email program and objectives. Activities include:

Intro call to review goals, challenges, metrics, processes, and requirements
Providing access to platforms, dashboards, and data for audit
Completing consultant questionnaires about your infrastructure, systems, lists etc.
Interviews with key team members to gather technical details and insights
Analyzing past email campaigns, performance history, and trends

Consultants gather all this information to map out your starting point before beginning their diagnostics. Be ready to provide examples of emails, share reports, even show spam folder screenshots to illustrate issues. Hold nothing back – more context helps consultants investigate.

Auditing and Assessment

This is when consultants perform an in-depth deliverability audit. Expect activities like:

Technical analyses -infrastructure configuration, authentication protocols, security, etc.
Message audits – content, language, links, etc. that may trigger filters
Provider checks – reviewing reputation scores, block/complaint volumes, etc.
List quality tests – spam trap identification, invalid address detection, etc.
Engagement evaluation – reviewing open, click, and unsubscribe rates
Testing inbox placement – submitting messages to probe ISP filters

Consultants combine human expertise with specialized tools to uncover even subtle weaknesses impacting deliverability. A quality audit is exhaustive yet targeted – no stone left unturned.

You may gain access to interim reports and findings as the audit progresses. Flag any surprises or questions immediately so they can be addressed.

Action Plan for Remediation

After completing the audit, consultants synthesize the findings into a detailed action plan. This prioritized roadmap outlines steps to resolve identified issues and improve deliverability.

Example recommendations may include:

Infrastructure changes – new IPs, domains, servers, etc.
Correcting authentication issues – fixing DKIM, SPF, DMARC records
List cleaning – removing risky addresses, dormant subscribers, etc.
Adding compliance sign-off processes
Updating spam trigger terms – content, link text, metadata edits
Introducing engagement reactivation campaigns
Adjusting sending cadence, volumes, frequency, etc.
Workflow enhancements – QA processes, legal review, etc.
Staff training – building internal deliverability knowledge

The action plan provides an optimized playbook tailored to your situation and objectives. Consultants advise on implementation and help troubleshoot anything unfamiliar.

Ongoing Optimization and Support

Consultants don’t just hand off a plan and call it done. They monitor your account long-term to ensure their recommendations are working and inbox rates sustainably improve.

Ongoing support activities include:

Tracking metrics – inbox placement, complaints, reputation, etc.
Fine-tuning configurations, content filtering, segmentation, etc.
Periodic audits to catch any new issues arising
Updating the action plan with new goals as program evolves
Remediating new problems like sudden ISP blocking
Consulting on strategy and best practices as needed
Providing training/knowledge transfer to build internal expertise

This ongoing partnership role is vital. Deliverability management requires constant vigilance. Leverage your consultant as a trusted advisor for maximizing email success.

The right consultant doesn’t just fix immediate problems – they empower long-lasting inbox transparency and engagement.

How Much Does an Email Deliverability Consultant Cost?

The cost of hiring a deliverability consultant depends on several factors. Here is an overview of pricing models and what impacts costs.

Typical Cost Range

One-time deliverability audits – $500 to $5,000+

Ongoing retainers – $1,000 to $5,000+ per month

Monthly service contracts – $500 to $2,000+ per month

Hourly consulting rates – $100 to $300+ per hour

Custom fixed-fee projects – Wide range based on effort required

Most consultants offer flexible arrangements – hourly, monthly, project-based etc. Costs scale based on needs. One-person startups pay less than major enterprises. Simple audits are cheaper than extensive remediation projects. Shop around for the best fit.

Factors That Impact Cost

Key variables that influence consulting pricing:

Project scope – Auditing only? Ongoing optimization? Support needed? Additional services?
Business size – Larger or more complex email programs warrant higher fees.
Email volume – More monthly emails sent costs more due to extra analysis.
Team size – More internal stakeholders and contacts raises consulting effort.
Contract length – Longer terms usually provide volume discounts.
Level of seniority – Directors/VPs command higher rates than associates.
Geographic location – Consultants in high-cost areas charge more.
Specialized needs – Complex needs like regulatory compliance add costs.
Speed required – Rush deliverables mean premium billing.

Nail down these details upfront to secure fair pricing. Be open about your situation and priorities. Consultants can then tailor fit proposals and avoid surprise add-on fees down the road.

Estimating the ROI of a Consultant

How can you estimate potential return on investment (ROI) from an improved deliverability rate? Here’s a simple example:

Current subscribers: 100,000
Current inbox rate: 85%
Emails sent monthly: 2 per subscriber
Open rate: 15%
Click-through rate: 2%
Revenue per click: $10

Monthly email revenue currently = 100,000 x 2 x 15% open rate x 2% CTR x $10 per click = $6,000

If hiring a consultant improves your inbox rate from 85% to 95%, you would see:

New monthly email revenue = 100,000 x 2 x 15% x 2% x $10 = $6,750

That’s a $750 increase in revenue – meaning a $500 per month consulting fee would provide positive ROI.

Run through similar scenarios to set achievable ROI goals. Then ensure consultants agree those results are plausible. Paying for deliverability expertise quickly pays for itself in extra revenue from better inbox placement.

Results to Expect from Working with a Consultant

The proof is in the pudding. How can you expect your email program’s performance to improve with a deliverability consultant’s help?

Deliverability and Inbox Placement Improvements

The primary goal is boosting how consistently your emails reach the inbox. Typical improvements include:

10-30% increase in inbox placement rate – Getting 10% more messages past spam filters makes a big difference.
Lower bounce rates – Consultants strengthen list hygiene and remove risky addresses. Bounces often decrease by 2-5%.
Fewer spam button clicks – Optimized content triggers fewer manual spam reports. Complaint rates drop by 25-50%.
Boosted reputation scores – Protocols and practices strengthen domain/IP reputation with major ISPs.
Regained access if blocked – Consultants leverage connections to resolve blocking from providers like Gmail.
Smoother IP warm-ups – New IPs are introduced cautiously to protect sender score.
Minimized future disruptions – Ongoing support ensures new problems are avoided or quickly fixed.

These deliverability wins mean your recipients reliably see your messaging in their inbox. Consultants make that happen through technical adjustments, reputation management, and strategic process improvement.

Higher Open and Click-Through Rates

Better inbox placement and sender reputation leads directly to engagement gains:

15-40% increase in open rates – More opens because less emails wrongly filtered to spam.
10-25% increase in CTR – Recipients more likely to click and engage with visible inbox emails.
Faster email opens – Inbox placement means faster opens compared to delayed spam folder discovery.
Improved relevance – Consultants help tailor content, segmentation, timing, etc. to increase relevance.
Growth tips go unmissed – Key notifications reliably reach subscribers rather than languishing in spam.
Re-engaging dormant subscribers – Consultants advise outreach campaigns to win back idle subscribers.

Your consultancy-fueled deliverability gains reduce the engagement-stifling effects of spam filters. Recipients interact more with properly-delivered messages.

Increased Conversions and ROI

Higher opens and clicks boost downstream conversion metrics:

10-25% increase in email revenue/sales – More visibility drives more purchases.
15-30% lift in sign-ups/leads – Inbox access means more users convert through emails.
Faster sales cycle – Relevant emails sent to the inbox speed up buying decisions.
Improved customer experience – Important transactional emails like receipts or alerts reliably arrive.
Higher retention – Subscribers less likely to churn when they reliably receive your emails.
Expanded audiences – Growing your list becomes easier with strong deliverability foundations.

The financial impact of an optimized program really materializes here. The revenue from more subscribers opening, clicking, and converting is how consultants quickly provide ROI.

Better Sender Reputation

Lastly, consultants strengthen long-term sender reputation with providers:

Whitelisting – Consultants can help earn whitelist status with major ISPs.
Fewer blocks and throttling – ISPs less likely to restrict your mail as reputation improves.
Higher quality tiers – Yahoo, Gmail, etc. elevate status which gives deliverability benefits.
Higher trust and loyalty – Subscribers less likely to mark messages as spam when reputation solidifies.
Peace of mind – Confidence that messages will consistently hit the inbox rather than battle filters.

A stellar sender reputation makes life much easier. Achieving elite standing with mailbox providers ensures your future emails seamlessly reach the inbox. That peace of mind is invaluable long-term.

In summary, consultants multiply the success of your email marketing across every facet – from foundational deliverability to next-level recipient engagement. Bringing expertise on board optimizes performance at every stage.

FAQs about Email Deliverability Consultants

Let’s wrap up with some frequently asked questions about working with deliverability consultants.

Do I Really Need a Consultant for Deliverability?

Deliverability may seem straightforward. But maximizing inbox placement requires significant specialized expertise across areas like:

Reputation management – Building and maintaining positive domain and IP reputations with major mailbox providers is incredibly nuanced.
Authentication protocols – Correct DKIM, SPF, and DMARC setup is complex but essential for deliverability.
Infrastructure configuration – Correctly optimizing sending servers, IPs, domains, etc. takes experience.
Message and content optimization – Understanding exactly how factors like links, imagery, and language impact filters is invaluable.
List and data management – Following best practices for consent, procurement, hygiene, etc. prevents issues.
Ongoing optimization – Day-to-day monitoring and fine-tuning deliverability requires dedicated focus.

For most companies, it doesn’t make sense to build this niche expertise in-house when consultants already have it mastered. Offloading deliverability management frees internal resources to focus on high-value priorities.

Think of consultants like specialized doctors – they dedicate their careers to mastering this discipline so you don’t have to. Leveraging their knowledge pays dividends.

How Long Does It Take to See Results?

You should notice positive momentum within the first 1-2 months working with a consultant:

Quick wins like fixing SPF records provide instant gains.
Infrastructure and protocol adjustments generate results within weeks.
Content and messaging changes start improving filtering within a month.
List cleansing and hygiene improvements take effect at the next send.
Reputation score and relationship building take 2-3 months to impact delivery.
Strategic changes like maturity modeling or segmentation pay off over a quarter.

Some one-off improvements happen right away. More fundamental changes build over several months. Set realistic expectations, but know that most clients see measurable inbox placement lift within 60 days.

Will This Completely Solve My Deliverability Issues?

Consultants aim to maximize inbox placement, open rates, and engagement. But no one can guarantee flawless 100% deliverability in every possible scenario.

Why? Email ecosystems are incredibly complex:

There are thousands of receiving domains each with their own policies.
Mailbox providers change filters constantly without notice.
Some recipients will always mark messages as spam no matter what.
Global email volumes leading to blocks or throttling fluctuate daily.
Bad actors consistently try new tricks to land in the inbox.

A good consultant optimizes all factors within your control to effectively mitigate risks. But unpredictable external forces still impact email. There are never absolute guarantees.

That said, top consultants will get your program as close to perfect deliverability as is realistically possible and push the envelope to continually improve.

Should I Work with a Freelancer or Agency?

This depends on your specific needs and priorities:

Freelancers pros:

Lower cost
Personalized attention and flexibility

Freelancer cons:

Experience may vary greatly
Limited availability for ongoing support

Agency pros:

Broad experience across many accounts
More reliability and accountability

Agency cons:

Potentially higher cost
Less personalized touch

For one-off audits, freelancers often suffice if carefully vetted. But for in-depth consulting or ongoing optimization, agencies may provide more robust expertise and responsiveness.

Key Takeaways

Working with an email deliverability consultant provides immense value for businesses seeking to improve their inbox placement, open rates, and engagement. Here are the key takeaways:

Deliverability consultants are technical experts who identify and resolve obstacles limiting your emails from reaching the inbox. Their knowledge is invaluable.
Warning signs like declining inbox rates, blocked IPs, and spam folder complaints indicate it’s time to bring in help. Don’t wait to act.
Consultants excel at auditing infrastructure, reviewing content, analyzing data, troubleshooting issues, and more to optimize overall performance.
Carefully vet consultants to ensure they have hands-on deliverability experience, strategic expertise, and technical knowledge to address your specific needs.
The consulting process aims to thoroughly diagnose issues, create an action plan, oversee improvements, and provide ongoing support.
While costs vary based on needs, the revenue gains from increased engagement and conversions make the investment well worth it.
Expect a clear inbox placement boost, open rate lift, stronger sender reputation, and higher conversions when working with the right partner.
Even experienced email marketers should consider leveraging consultants as specialized experts who can bring welcome relief and peace of mind.

Deliverability consultants enable sending your very best email. Don’t leave performance gains on the table. Bring in experts to maximize your inbox presence and results.