Posted In Technology | Posted On 2 April 2023 | Posted By Sam Bergin

There's a certain level of appeal to the idea of using a single platform to host your website and landing pages, process your product and course sales, and manage your email automation and campaigns. In the IT world, we call this a "single pane of glass". What could be better than having all the pieces and parts under the same roof, managed by the same developer, and it all "just works".?Unfortunately, there are always compromises to be made.

When you have separate services, one of the main compromises you have to accept is the lack of continuity between them and the need to "stitch" them together, sometimes like a house of cards, to make sure they talk to one another. When one thing "breaks", everything falls apart. All-in-one platforms have their compromises, too. As you might imagine, a platform that needs to do most things for most people needs to be EASY to use, and this typically means lack of flexibility in certain areas.

All-in-one (AIO) printers always come to my mind when I think about single-pane-of-glass multi-function platforms. They look good on the shelf, the box shows all of the wonderful features and benefits, and the price is reasonable. But then you start to use it and, for most people, the flaws become obvious pretty quickly. The ink tanks are small (and expensive). The print speed is slow. No double-sided printing. The scanner can only handle single pages, only scans one side of the page, and jams frequently. In other words, it does everything you need...in an average, minimal way. While I tend to believe that most AIO marketing platforms do a much better job than AIO printers, (relatively speaking), there is one CRITICAL area that can cause a user MAJOR problems and have them questioning their sanity and desire to continue on in business. Email deliverability.

Every online business owner knows that effective email marketing is key to the success of their business, but many aren't aware of the fact that it requires more than just sending out a batch of messages and hoping for the best. Two of the most critical factors in email marketing success are your email reputation and engagement. In this blog post, we'll discuss what these terms mean and why they matter, as well as how you can improve them to boost your email deliverability.

First, let's define email reputation. Your email reputation refers to how internet service providers (ISPs) and email clients view your emails. It's determined by a variety of factors, including your email authentication practices, content quality, and user engagement. ISPs and email clients use your email reputation to decide whether to deliver your emails to recipients' inboxes or send them to spam folders.

Engagement, on the other hand, refers to how recipients interact with your emails. It includes metrics such as open rates, click-through rates, and conversions. High engagement indicates that your emails are relevant, valuable, and of interest to your audience, while low engagement signals the opposite.