Summary
Email clients argue with deliverability experts for a multitude of reasons encompassing psychological, technical, and practical aspects. Many clients resist advice stemming from a reluctance to change familiar, even ineffective, strategies, coupled with a desire to validate pre-existing beliefs rather than accept potentially disruptive counsel. A core issue is the unwillingness to acknowledge deficiencies in current practices, often driven by unrealistic expectations for quick, easy solutions without significant investment or effort. Some clients feel personally insulted by critical feedback, while others lack a sufficient understanding of technical complexities, leading to oversimplified approaches. Furthermore, power dynamics, distrust in experts, conflicts between business goals and best practices, and fear of admitting fault all contribute to the friction between clients and deliverability experts.
Key findings
- Resistance to Change: Clients are often resistant to changing established strategies, even if they are not effective.
- Desire for Validation: Many clients seek validation of their existing approaches rather than objective advice.
- Unwillingness to Acknowledge Fault: Clients are often reluctant to admit that their own practices are causing deliverability problems.
- Unrealistic Expectations: Many clients have unrealistic expectations about the effort and resources required for good deliverability.
- Lack of Technical Understanding: Clients often lack a deep understanding of the technical complexities of email deliverability.
- Distrust in Experts: Some clients distrust experts, suspecting they are withholding information or pushing unnecessary services.
- Power Dynamics: Challenging advice can be a way for clients to assert control in the expert-client relationship.
- Goal Conflict: A conflict can exist between achieving business goals and adhering to deliverability best practices.
- Investment in Bad Tactics: Clients may have already invested in outdated or black-hat tactics, making them reluctant to change.
- Perceived Insult: Clients may feel personally insulted if their practices are criticized, even if the intent is helpful.
Key considerations
- Manage Expectations: Clearly communicate the time, effort, and resources needed for effective deliverability.
- Build Trust: Establish a trusting relationship by being transparent, objective, and focused on the client's best interests.
- Educate Clients: Invest time in educating clients about deliverability principles and best practices.
- Align Goals: Work collaboratively to align deliverability strategies with the client's overall business objectives.
- Address Underlying Issues: Focus on addressing the root causes of deliverability problems, rather than just treating the symptoms.
- Communicate Effectively: Use clear and accessible language to explain technical concepts and avoid jargon.
- Emphasize Collaborative Approach: Position the expert as a partner in the process, rather than an authority figure.
- Acknowledge client's viewpoint: Acknowledge the client's perspective and gently guide them towards adopting more effective strategies.
What email marketers say
12 marketer opinions
Email clients often argue with deliverability experts due to a combination of factors including unrealistic expectations, resistance to change, a desire for validation rather than advice, a lack of understanding of deliverability complexities, and a perceived conflict between best practices and business goals. Some clients may distrust experts or be unwilling to admit they need help, while others may be protecting their investment in outdated or ineffective strategies.
Key opinions
- Unrealistic Expectations: Clients expect quick fixes and easy solutions without understanding the necessary effort and resources required for good deliverability.
- Resistance to Change: Clients are resistant to changing their current strategies, even if those strategies are ineffective or outdated.
- Desire for Validation: Clients seek validation of their existing beliefs rather than objective advice that challenges their assumptions.
- Lack of Understanding: Clients often lack a deep understanding of the technical complexities of email deliverability.
- Distrust of Experts: Some clients distrust experts, suspecting they are withholding information or pushing unnecessary services.
- Investment in Bad Tactics: Clients have already invested in outdated or black-hat tactics and are resistant to abandoning them.
- Power Dynamics: Arguing can be a way for clients to assert control in the expert-client relationship.
- Conflict of interest: May be due to a conflict of interest between achieving business goals and following best practices, especially if the client has pre-existing marketing processes.
Key considerations
- Manage Expectations: Clearly communicate the time, effort, and resources required for achieving good deliverability.
- Build Trust: Establish a relationship of trust by being transparent and providing clear, objective advice.
- Educate Clients: Invest time in educating clients about the complexities of email deliverability and the importance of best practices.
- Understand Business Goals: Align deliverability strategies with clients' broader business goals while adhering to best practices.
- Address Root Causes: Focus on addressing the underlying issues causing deliverability problems rather than just providing surface-level fixes.
- Navigate Resistance: Acknowledge the client's perspective and gently guide them towards adopting more effective strategies.
- Communicate Effectively: Present information in a way that is easy for clients to understand, avoiding technical jargon.
Marketer view
Email marketer from Litmus explains that clients argue because they have a vested interest in continuing their current practices and also may have a lack of understanding of the intricacies of email deliverability. It may also be a failure to fully utilize the services that Litmus provides.
25 Mar 2025 - Litmus
Marketer view
Email marketer from Sendinblue Blog shares that some clients argue because they are under pressure to achieve unrealistic results. When deliverability issues arise, they may blame the expert rather than address underlying problems with their email marketing practices.
18 May 2022 - Sendinblue Blog
What the experts say
6 expert opinions
Email clients argue with deliverability experts for several reasons. They may feel personally insulted by a consultant's refusal to work with them due to non-compliant list practices or resist advice because they're comfortable with current, albeit ineffective, strategies. A core issue is an unwillingness to accept responsibility for deliverability problems and a reluctance to overhaul existing practices, leading to a desire for quick fixes or validation rather than fundamental change. The desire for second opinions further suggests a search for alternative approaches or a reluctance to fully trust initial guidance.
Key opinions
- Resistance to Opt-In Methods: Clients resist or argue against the necessity of opt-in methods, leading to disagreements about list acquisition.
- Perceived Insult: Clients may interpret a consultant's refusal to work with them as a personal insult or judgement on their practices.
- Comfort with Ineffectiveness: Clients are often more comfortable sticking with familiar, even if ineffective, strategies than embracing significant changes.
- Blaming the Expert: Clients are more likely to blame the expert than to accept responsibility for deliverability problems rooted in their practices.
- Seeking Validation: Clients seek validation of their current methods rather than objective guidance.
- Quick Fix Mentality: Clients prioritize finding quick, easy solutions over fundamental changes in strategy.
Key considerations
- Emphasize Education: Focus on educating clients about the importance of opt-in methods and the consequences of non-compliant practices.
- Reframe Feedback: Present constructive criticism in a way that avoids causing offense, emphasizing the benefits of best practices.
- Highlight Long-Term Gains: Focus on the long-term benefits of sustainable deliverability strategies rather than short-term fixes.
- Build Trust and Rapport: Develop a strong, trusting relationship with clients to encourage open communication and willingness to change.
- Address Underlying Issues: Address the root causes of deliverability problems, not just the symptoms, to achieve lasting improvement.
- Understand Client Perspective: Take the time to understand the client's perspective and motivations to tailor advice accordingly.
Expert view
Expert from Spamresource.com explains that clients often argue or resist deliverability advice because they are unwilling to accept that their current practices are the reason they are experiencing problems. It's easier to blame the expert than to overhaul their strategy.
16 Jul 2022 - Spamresource.com
Expert view
Expert from Email Geeks clarifies that it is not intended as an insult, but rather a statement of inability to help when opt-in methods are not used for collecting addresses because it would be ineffective.
3 Feb 2022 - Email Geeks
What the documentation says
4 technical articles
Email clients often argue with deliverability experts because they fail to understand or implement fundamental email standards and data provided by postmaster tools. When experts point out these non-compliances or issues (like high complaint rates or blacklisting implications), clients resist, become defensive, or challenge the data's validity because accepting fault requires them to acknowledge their mistakes and change their established behavior.
Key findings
- Lack of Understanding of Standards: Clients often lack a full understanding of SMTP standards and best practices outlined in RFC documents.
- Misunderstanding of Postmaster Tools: Clients often misunderstand the data and insights provided by postmaster tools (Google, Microsoft, etc.).
- Resistance to Acknowledging Fault: Clients resist accepting that their actions are the cause of deliverability issues, as doing so requires admitting mistakes.
- Defensiveness Regarding Data: Clients may become defensive or challenge the validity of data (e.g., complaint rates, blacklist status) that reflects poorly on their sending practices.
- Fear of Behavioral Change: Clients fear the need to alter existing marketing practices and behaviors to comply with standards and avoid negative consequences.
- Implication of Sending Undesirable Emails: Clients may resist advice if it implies they're sending unwanted or harmful emails to recipients.
Key considerations
- Simplified Explanation of Standards: Experts should explain email standards and best practices in clear, accessible language, avoiding technical jargon.
- Data Interpretation Guidance: Provide clients with guidance on how to interpret and use data from postmaster tools to identify and address deliverability problems.
- Emphasize Positive Outcomes: Focus on the positive outcomes of adopting best practices, such as improved deliverability, sender reputation, and engagement.
- Collaborative Problem-Solving: Position the expert as a partner in collaborative problem-solving, rather than an authority figure delivering criticism.
- Gradual Implementation: Suggest gradual changes and incremental improvements, rather than overwhelming clients with a complete overhaul of their practices.
- Highlight Industry Benchmarks: Provide benchmarks and comparisons to show clients how their performance measures up against industry standards.
Technical article
Documentation from Google explains that clients might disagree with deliverability advice because they do not fully understand the information from postmaster tools. Clients may resist advice that implicates them in sending undesirable emails to recipients.
9 Feb 2023 - Google
Technical article
Documentation from Microsoft answers that the information available from SNDS gives the client insights into complaint rates and may make recommendations on how to get removed from block lists. Often clients get defensive or challenge the validity of the SNDS data if it means they have to alter existing practices.
15 Oct 2021 - Microsoft
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