#1153 Microsoft’s Inbox Makeover: Time to Pull Your Own Weeds | Ellen McDowell

If you've been around here for a while, you already know—I’m an email marketing geek. Not the kind of geek who builds robots in her basement, but the kind who gets excited about subject lines and open rates the way some folks get excited about the first tulips of the season. That’s why chatting with Ellen McDowell Strauss felt like talking to an old friend who also happens to alphabetize her spice rack. Ellen and I first connected over our mutual affection for email, but our latest conversation had a more urgent tone—thanks to Microsoft’s recent announcement that could throw a wrench in the way we all send emails. If email is your small business’s secret weapon, it’s time to sharpen it.

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Main Points from the Conversation:

1. Microsoft’s Email Policy Changes
   Microsoft has announced stricter deliverability rules—emails that don’t get opened or clicked may not make it into inboxes at all, even if the sender is marked safe. This shift will force marketers to pay more attention to engagement metrics like never before.

2. List Hygiene is No Longer Optional
   Holding onto disengaged subscribers could hurt your deliverability. Cleaning out your list—removing folks who haven’t opened or clicked in 6–12 months—isn’t just good housekeeping, it’s mission critical.

3. Quality Over Quantity
   Big lists are out, and meaningful lists are in. A smaller, engaged audience is far more valuable than a bloated list of people who aren’t paying attention.

4. Smaller Campaigns, Better Results
   Ellen suggests sending smaller, staggered campaigns to improve sender reputation. Large blasts might raise red flags, even if your content is solid.

5. Strategic Email for Every Stage
   Email can’t be one-size-fits-all anymore. You need tailored messages for prospects, new clients, and past clients—each stage should feel intentional and personal, not like you're just checking a box.

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Actionable Takeaways:

• Audit Your List: Check who’s been opening and clicking. If someone’s been snoozing for over 6–9 months, it may be time to let them go—or offer a re-engagement path.

• Segment Your Sends: Break your list into smaller groups and stagger your email sends to improve visibility and avoid being flagged.

• Lean on Third-Party Tools: Ditch BCC blasts. Use trusted email marketing platforms (like Constant Contact, Mailchimp, or Robly) that work hand-in-hand with email providers to boost deliverability.

• Craft Content with a Purpose: Make every email part of a bigger story. Whether it’s educating, engaging, or asking for a review, know your audience and meet them where they are.

• Rethink “Set It and Forget It”: Email marketing isn’t a crockpot dinner. It’s more like sourdough—needs regular attention, care, and a little love.

 

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