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Hi Reader,
I had a little wake-up call last week.
I went to verify my own email security setup in Kit and Google Postmaster Tools... and discovered the configurations that were dialed in before had somehow slipped.
Not sure exactly why—tech gremlins happen, especially after updates or migrations—but it was a fast fix.
It reminded me how fragile sender reputation can be when things change under the hood.
What is sender reputation?
Think of it like a credit score for your domain. Gmail, Outlook, and other providers judge it based on real behavior: opens, clicks, replies, spam complaints, unsubscribes, bounces, and sudden volume jumps.
Strong reputation = emails land in primary inboxes. Weak reputation = spam folders or blocks.
In 2026, it's even more tied to genuine engagement signals than just technical setup.
Email providers are watching closely for authentic interactions.
This time of year, a lot of you are in spots that erode that trust:
- Rebranding or changing domains (new domain = zero history, providers watch closely)
- Starting a brand-new email list (no track record = higher risk of poor placement)
- Or getting back to emailing after a long pause (cold list = faded reputation)
In every case, the instinctive move—blasting the whole list to "catch up"—is the one that hurts most.
Sudden volume looks suspicious, and providers respond with spam flags almost immediately.
The thoughtful path (the one that actually builds lasting trust) is to warm up gradually before your next launch or offer.
What that looks like in practice:
- Start small: Send to tiny batches (10–50 people at first), then slowly increase over 3–6 weeks
- Prioritize engaged contacts early: Begin with your most active subscribers to stack positive history
- Keep it real and low-pressure: Use authentic subjects, invite replies, and avoid heavy pitches at the start
- Monitor closely: Check Postmaster Tools and Kit reports daily during warmup—catch issues before they grow
That's the exact approach I used for a client recently (post-rebrand and domain change).
We leveraged Babs—my Cold List Whisperer—to repurpose their own past emails so everything stayed 100% in their voice.
Small groups, gentle subjects like "We've updated our name (here's what that means for you)" plus easy reply prompts.
Result: 53–71% opens on cold contacts (6–9 months inactive), spam rate back to 0%, unsubs near zero.
No big blasts, just steady, human reconnection.
If any of this feels timely for you—new domain nerves, a list that's been quiet too long, or you're planning a launch soon—don't wing it alone.
Reply with one word: BABS — I'll send you free access to my Cold List Whisperer AI assistant.
It helps you repurpose your own content authentically for warm-up and re-engagement without sounding robotic. No opt-in page, no strings—just the co-creator ready to use.
To your email marketing success,
Kathy
P.S. See what I did there? Asked for a reply so I can build back my sender reputation. Thank you in advance 😉
Thinking, “Kathy, I’m ready to take action with my emails...I just need a smart place to start”...
Here are three ways to move forward:
- Grab Your Spot 20-Minute Email Clarity Call
A focused discovery call to diagnose your email challenges and see if we’re aligned to solve them. We talk through your setup, your goals, and what’s holding things back — then I’ll give you a straight answer: Can I help fix this? Is this a good fit to move forward together? No obligation, no rush. Only clarity, so you know your next smart step, whatever it is.
- SOS Strategy Call - 45 Minutes - One Clear Plan
Overthinking your emails? Stuck in a broken funnel or follow-up loop? In this focused session, we’ll cut through the noise, find the real issue, and map your next smart move.
Only 3 spots are available in February.
- Let Me Build Your Email System - Done Right, Start to Finish
A done-for-you system that works behind the scenes to grow with your business.
Apply to get started.
- This week's blog:
If you're spending hours creating Instagram content with little to show for it, this one's for you. I break down the real numbers behind why email marketing delivers consistent ROI while social media keeps you on a content treadmill. Read: Stop Posting and Hoping
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