THE PLUMBING · ISSUE 016
THE FIX THIS WEEK
Someone unsubscribes from your newsletter on Monday. On Wednesday your CRM emails them a promo, because nobody told it. They hit Report spam.
If your CRM sends as your domain, that one click counts against your whole company domain, not just the CRM. Gmail sees one sender, so it keeps one score.
Here's the rule. Gmail and Yahoo require bulk senders to honor an unsubscribe within 2 days. Gmail counts you as bulk once you send about 5,000 emails a day to personal Gmail addresses, adding up everything sent from your domain. US law goes further. An opt-out covers all your marketing email, from every tool. Two days, every tool, is the safe habit at any size.
Do this this week
List every tool that sends email as your company. Think newsletter, CRM, online store, booking tool and sales sequences.
Export the unsubscribed list from your newsletter and upload it to the CRM as "do not email." Then do it the other way, and for every other tool on your list.
Open Google Postmaster Tools (free with a Google account), add your domain and verify it with the DNS record it gives you. Then look at the spam rate. Under 0.1% is good. 0.3% or higher is a problem. If it shows no data yet, your volume is too low to measure, and that's fine.
Turn on the sync between your newsletter and your CRM so every unsubscribe passes across on its own, both ways. A monthly export can't keep a 2-day promise.
You'll know it worked when the unsubscribed names show as "do not email" in your CRM, and Postmaster Tools shows your domain as verified.
Reply with the tool you're stuck on and I'll point you to the exact setting.
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Tools I use
Paid links. I earn a commission if you sign up, and I only list tools I use.
Beehiiv. This newsletter runs on it. Want to start your own? Here's my link.
HubSpot CRM. The CRM I'd start with if you don't have one yet. Here's my link.
See you next week.
Will Gray
Founder, Graystone Performance Marketing
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