Jimmy Kim explains why brands lose inbox placement by skipping two steps: using a dedicated sending subdomain like hello@mail.yourbrand.com and setting up email authentication (DKIM, SPF, DMARC). Without them, high email volumes get filtered out and revenue disappears. Most ESPs like Omnisend make setup simple, but most marketers skip it anyway.
Are you using a subdomain for email? Because a lot of times when you're setting up correctly, and if you were set up correctly, using a domain like hello@mail.yourbrand.com instead of hello@yourbrand.com. And the question a lot of people ask me is, why does this matter? And I think this is super important. I used to talk to brands about this all the time at the ESP I started, because if your email reputation tanks, you don't want to take down your entire primary domain. This subdomain isolates your email send, and that kind of leads up to the whole, did you set up your DKIM, SPF, DMARC? Because if know where those are, then you probably haven't, and means a chunk of emails are probably not reaching the inbox. Like, this is super important. This is Deliverability 101, but a lot of people skip this and they're leaving money on the table. And you know, the reality is you go to Omnisend or any of your different ESPs, they tell you exactly what to do. So it's not that hard, but unfortunately a lot of people do that.
