Email Expert Talk 6: Lina Jankevičiūtė, Deliverability Manager at Omnisend

In our series 'Email Expert Talk' we discuss all things email with distinguished experts who know about the struggles and strategies of working with high volume emails. We talk about how they cope with daily challenges, what their opinions are on the latest industry developments and how they manage to stay on top of the ever-changing email landscape.

In this sixth and short edition of Email Expert Talk, we're speaking with Lina Jankevičiūtė. From very early on in her career, Lina knew that she wanted to pursue a role as a deliverability manager - a decision fueled by her interest in the field. As the go-getter that she is, she managed to turn this thought into a reality, now working as Deliverability Manager at Omnisend.

She takes her go-getter attitude along with her to the job - tracing deliverability issues with dedication and extinguishing heated fires so that her clients’ emails arrive in the inbox of subscribers. It makes her feel good and accomplished. With a relatively fresh perspective and a full load of knowledge, let's see what she has to share.

What are the most typical deliverability challenges you assist your clients with?

Lina: "Typically our clients ask for some help after the migration from their previous Email Service Provider (ESP). Switching from one platform to another requires some consideration. Most of the time we see that clients are struggling to identify their most-engaged audiences and thus find it hard to build their own sender reputation."

Most of the time we see that clients are struggling to identify their most-engaged audiences

"With our customer support management (CSM) team, we are creating personalized warmup strategies for every client that needs some help to recover after a migration. We also create warm-up strategies for new clients that have had unpleasant experiences of emails leading to spam. These warm-up plans help them to recover from this."

How do you tend to approach your communication with clients in difficult situations?

Lina: "I always try to provide the client with the necessary information as simple as possible. We have to be aware that email deliverability processes can sometimes be difficult to understand. However, at the same time, if a client is not paying attention to and following the best practices as expected by the Internet Service Providers, it can affect his/her business pretty hard. So it's important that they are aware of this as well."

At the end of the day it's a win-win situation

"I believe that the least I can do in these situations, is to make them understand deliverability-related issues easily without additional headaches. For example, when the client sees a few different ways on how to proceed from the current situation, it really makes him/her feel more in control. In these cases, we try to move them in the right direction, by providing a few suggestions and examples explaining the options that we believe are best for them. These options are based on other and similar client profiles."

"At the end of the day, it's a win-win situation. The client is able to choose the path he/she thinks is best and we are saving him/her from making a random, opportunistic decision that could potentially destroy the established sender reputation."

What advice would you give to someone who is just starting out in email deliverability?

Remember that all good things take time, so be patient

Lina: "Don't lose curiosity and be patient! There will be many days when everything will look pointless or where it will seem that your effort is worth nothing. Especially on these days, you need to remember that all good things take time, and it's not an exception when we are talking about email deliverability. So really, be patient!"

It's such a dynamic atmosphere that you can't just learn one thing and use it all the time

"Also, to get back to the curiosity part, never stop learning. It's such a dynamic atmosphere that you can't just learn one thing and use it all the time. Different clients require different approaches and working methods and the technology keeps changing. If one solution works for client A, it doesn't mean that it's going to be applicable for client B too. Be open-minded and keep experimenting when you have opportunities to do that!"