Case Study: How Coaches & Course Creators get 21% - 76% boost in email open rates JUST by getting their emails outta Gmail's Promo Tab

If you're a coach or course creator, there's 1 thing that can crush your dreams of scaling your offers faster than anything else...

Emails landing in Gmail's Promo Tab.

Or worse, spam. 

Even when you do all the right things with grooming your list, sending relationship building emails, and setting expectations from the get-go, it's a sad reality for a lot of businesses that their emails simply never get seen. 

And so their sales are invisibly suffering - despite rolling out new upsells, launching more ads, and trying even more "aggressive" VSLs. 

Which is incredibly frustrating and draining.

But what if I told you there's a 6-step checklist that you can apply that give you a lift in your email opens...

Allowing you to reach potential customers, get more clicks on your offers, and yes, a lot more sales.

Here's an example of what I mean:

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Another one:

"My team started calling Welly “Moolah” because everything he touched in our campaigns turned to gold.

After working with him and seeing his process up close, we’re no longer in the Promo Tab. We have higher open rates & more responses from our readers.

If he had just gotten me out of the Promo Tab, it would’ve been worth every single penny.

But he did so much more than that.

The emails he wrote made an extra $26k for my business. These were previously unplanned emails that Welly wrote for us with 2 days notice.

And there’s no way we would’ve made that much money without his help."

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And another one:

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And another one (bear with me pls, almost done):

16.4% -> 27.4% = +68% increase in open rates.

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And yet another one:

18.8% -> 33.2% = +76% increase in open rates.

You might be wondering why emails on May 9 - 11 went to Primary but on May 12 they went back to Promo?

That’s because I purposely omitted the Anti-Promo Tab code and a few other elements (for experiment) and it resulted in emails going back to the Promo Tab. To be clear, the Anti-Promo Tab code is different for each business & I customized this for each one.

This is the power of getting your emails out of the Promo Tab & spam and into the Primary Tab.

In this case study, Im going to lay out a bullet-proof 6-step system for exactly how I pulled this off for coaches & course creators.

All I ask is if you get value out of this & you'd like this to be done in YOUR business... you book a call with me ASAP.

Because I'm looking for the next 1 - 2 businesses to partner with to help them lift their open rates, clicks, and sales -- by getting their emails outta Promo Tab & into the Primary Tab.

Ready?

So what does an increase in the number of eyeballs do for your business?

Well, it naturally leads to more clicks and sales.

Say you have a $3,000 offer and you have: 

• 10k subscribers
• your open rate is 10% (i.e. impressions = 1k per email)
• 0.25% sales conversion (being conservative here) = 2.5 sale per email = $7,500 per email

Simply by boosting your open rates by 50% (and not doing anything else) will produce the following numbers:

• open rate increases to become 15%
• impressions = 1.5k per email
• 3.75 sale per email = $11,250 per email

That's a $3,750 increase in revenue per email!

Imagine 5 emails, 10 emails, 100 emails! Of course the sales number wouldn't be a direct multiplier, but it WILL increase nonetheless.

Additionally, here’s a video where I sent a totally sales-y and aggressive email and it still went to the Primary Tab:

(if video above doesn't load, click here)

So how did I manage to get out of Promo Tab?

There are 6 things that determine whether your emails go to Primary or Promo Tab. You must do all 6 steps.

Step 1 - Domain reputation

This is the domain you’re sending emails from.

E.g. If you’re sending emails from [john@mycoolsite.com], then make sure mycoolsite.com has a good domain reputation.

How do you know if you have good domain reputation? Google Postmaster will tell you this.

This is what it looks like in the backend of Google Postmaster for domain reputation:

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Step 2 - Sending IP reputation

This is the responsibility of the ESP / email marketing tool you use.

Most legit ESPs will have this covered for you since they’ll make every effort to maintain good sending IP reputation.

Otherwise they wouldn’t be in business.

How do you know if you have good domain reputation? Again, Google Postmaster will tell you this.

It looks like this in the backend of Google Postmaster:

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Step 3 - Email content

This is the email message you send to subscribers.

Overly promotional or spammy words will trigger Gmail’s spam filters to put your emails into the promo tab or worse — to the spam folder.

Not only that though. Your from name, subject line, links, link text, and images also play a part.

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Step 4 - Good list engagement

Better engagement -> More likely to get outta Promo Tab.

• Open rate ( is better)
• Click rate ( is better)
• Reply rate ( is better)
• Bounce rate ( is better)
• Spam rate ( is better)

Step 5 - Authentication

These are technical authentication to make Gmail and mailbox providers trust and view you as a legit sender. Things like SPF, DKIM, and DMARC.

These “authenticate” the legitimacy of your identity to make sure you’re really the one sending the email, not an impersonator.

You wanna make sure that all 3 "pass", like this:

If any of these fail, most likely emails go to the spam folder, let alone the Promo Tab.

How do I see these values?

Open any email in your Gmail / Workspace, click the "3 dots" -> "Show original":

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Step 6 - Anti-Promo Tab Element

This is something you install inside every email message. 

It’s different for every business. Which is why I custom create this for each of my clients.

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Getting emails outta Promo Tab will be an impressive ROI for your business. So this is NOT for you if you're just starting out or have no email subscribers or no customers or no proven offer or no budget.

FAQ

Do you have a guarantee?

Obviously, I can't guarantee an exact open rate because I don't know what your current open rates are. And I also don't know your emailing practices and how good you're with writing emails.

If I can’t get 85% - 95% of your emails out of the Promo Tab, I’ll work on it until they do. If, after trying all my might, I still can't fulfill it ... you get a full refund. 

At the end of the day, you're an entrepreneur and an adult. If you depend on guarantees to run your business, entrepreneurship probably isn't for you.

But I still provide the guarantee anyway.

I can just do this myself.

You certainly can find free INFORMATION on the web if you spend hundreds to thousands of hours researching. Just remember the INFORMATION is scatted everywhere.

You don't know the correct order to do things (which is important - just like when you prepare food you gotta do the right things in the right order). To get outta Promo Tab (& Spam if you also have spam issues), you also need to do things in the right order.

Not to mention the different conflicting advice from many different sources will confuse you even more. And then you still have to experiment on the information you've found. That'll likely add 100s of hours, if not more.

If you value $ more than time, by all means have at it & I'll cheer for you on the side.

If you value time more than $, hire me to do all the hard & tedious work for ya.

How long does it take to get outta Promo Tab?

I've gotten my own emails outta Promo Tab in about 30 days. Typically, I can do the same for my clients... though it also depends on where your emails currently land -- in spam or Promo Tab. Your domain reputation also plays a part.

Do I have to be using a certain email marketing tool / ESP brand?

As long as the ESP is legit, I can get your emails outta Promo Tab using any ESP.

How are you different than other agencies / freelancers? Why should I trust you?

My name is Welly Mulia. Together with my small team of 7, we run an email service provider (ESP) called BirdSend. We've sent over 2.1 billion emails & currently sends 53 million emails a month.

Unlike agencies or freelancers, we’re in a unique position to help you because:

1/ We have insider email data from BirdSend sending millions of emails every month to many niches 

Agencies don’t have this data because they’re not an ESP.

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2/ Agencies & freelancers do all kinds of work

They design websites, craft ads, do SEO, manage social accounts, etc. They’re a Jack of all trades. We only specialize in emails.

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3/ Agencies & freelancers get ALL their revenue from doing client work

We get the majority of our revenue from our ESP (BirdSend) subscriptions, not from doing client work. Just like you, we run a real biz outside of providing client work. We understand the challenges & nuances of running a biz.

This client puts it perfectly:

"Talking to friends, I've compared having you work on my projects to having Bill Gates (or Steve Wozniak) come to my house and fix my computer.

I find freelancers and contractors look at the project without an eye for the other things it might affect.

But working with someone who has actually run businesses, I knew you would have an eye out for not just the thing you were working on but the other things that were connected to that.

And I was right. I am always surprised at how quickly you pick up on how one change will affect other things in my business."

We only spend a small portion of our time doing client work. Our main biz is BirdSend, not an agency. This means our time is limited & we can only take on a limited number of clients.

We’re offering this service because in addition to extra revenue (to be reinvested into BirdSend), we want you to be our next success story.

And... who knows you might be interested in switching to BirdSend in the future because you've experienced for yourself that we do great work backed with a strong work ethic.

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4/ I'll personally do all the work for ya, NOT my teammates. 

They're focused on constantly making BirdSend better. So it's me personally taking care of your project & making sure you get kick-azz results.

"Open rates increased by 21%-40%. His knowledge of the inner workings of deliverability & sending emails set him apart + his dedicated hard work to my individual case and seeing my success all the way through made it a no-brainer for me. I'm thrilled with the results."

Getting emails outta Promo Tab will be an impressive ROI for your business. So this is NOT for you if you're just starting out or have no email subscribers or no customers or no proven offer or no budget.

Email is profitably fun,

Welly "let's get you outta promo tab jail" Mulia