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Who doesn't love a little email controversy?
In this episode of Email After Hours, Guy Hanson and Danielle Gallant sit down with Dela Quist, one of the most respected voices in email marketing. They challenge some of the industry's most deeply held beliefs, from “send fewer, higher-quality emails” to the fear of the spam folder.
In this episode of Email After Hours, Guy Hanson and Danielle Gallant sit down with Dela Quist, one of the most respected voices in email marketing. They challenge some of the industry's most deeply held beliefs, from “send fewer, higher-quality emails” to the fear of the spam folder.
Dela makes a compelling case for a bold—and often controversial—perspective: sending more emails, when done consistently and correctly, can actually strengthen customer relationships and improve performance.
What you’ll learn:
- Why the spam folder isn’t necessarily “doom” and how inbox placement really works
- How subscriber behavior and engagement signals are often misunderstood by marketers
- Why unsubscribes are valuable signals and what they actually reveal about your audience
- Why confirmed opt-in is gaining importance as mailbox algorithms evolve
- What AI-driven inboxes mean for email strategy, frequency, and content creation
…and more!
P.S. If you check out the video version of this podcast, you’ll see a delightfully color-coordinated trio!
About Dela Quist
Dela Quist is the founder and former CEO of Alchemy Worx and Touchstone, and one of the most respected voices in email marketing. After acquiring Alchemy Worx in 2001, he built it into the largest agency dedicated entirely to email, working with global brands like Tesco, Getty Images, and Kraft.
Today, Dela advises startups, enterprise brands, and SaaS founders on email strategy, deliverability, retention, storytelling, and real-world AI implementation. A former member of the UK DMA Email Marketing Council and IAB leadership groups, he’s known for challenging conventional thinking and helping businesses cut through complexity to solve high-impact marketing problems quickly and effectively.
If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.
Episode Highlights:- [00:00] Intro
- [02:39] Why email was foundational to the growth of the internet
- [05:33] The controversial argument for sending more email, not less
- [11:14] The real deliverability mistake: inconsistency rather than high frequency
- [16:01] How evolving inbox algorithms changed the role of confirmed opt-in
- [18:16] Brand recognition in the inbox: BIMI, sender names, and infrastructure
- [20:32] Why unsubscribe behavior is a valuable signal for marketers
- [26:25] AI inboxes, Gmail changes, and what the future means for email frequency
- Dela Quist on LinkedIn: https://www.linkedin.com/in/delaquist/
- Alchemy Worx Website: http://www.alchemyworx.com/
Email After Hours: The Podcast for Email Senders is handcrafted by our friends over at fame.so
Check out our three most downloaded episodes:
- Rethinking Customer Loyalty Programs: The Good, The Bad, and The Free Coffee
- The One Email Metric You’re Not Tracking (& Other Secrets to Killer Email Content) with MarketingProfs’ Ann Handley
- New Consumer Email Trends & Tips to Become a BFF Brand with the Data & Marketing Association (DMA)
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