Guides on campaigns, automation, deliverability, verification, list growth, analytics and the systems behind reliable sending.
A better email preheader adds useful context to the subject line, sets an honest expectation for the message and avoids the technical or accessibility mistakes that can undermine it.
Read article →Better email subject lines make a clear, credible promise that matches the message, the sender and the subscriber’s expectations. Learn how to develop useful angles, write with restraint, test properly and avoid the tactics that damage trust.
Read article →A practical process for turning a commercial idea into a promotional email that is relevant, compliant, technically ready and properly measured.
Read article →First-party email tracking uses a sender-controlled domain for open pixels and click redirects. Here is what happens technically, what the data can and cannot tell you, and how to implement it responsibly.
Read article →A valid, unique Message-ID will not repair a weak sending programme, but it is a small piece of email infrastructure that supports standards compliance, troubleshooting, threading and duplicate investigation.
Read article →Publishing two SPF TXT records for the same domain does not combine their permissions. It creates an SPF permanent error, removing SPF as a reliable authentication signal and potentially undermining DMARC alignment.
Read article →A custom Return-Path gives a sender control of the domain used for the SMTP envelope sender: the address that receives delivery failures and can provide SPF alignment with the visible From domain. It is valuable infrastructure, but it is not a shortcut to inbox placement.
Read article →A practical guide to setting up DMARC for marketing and lifecycle email: aligning SPF and DKIM, publishing a monitoring record, reading reports and moving safely towards enforcement.
Read article →A practical guide to publishing an SPF record when your application or server sends email directly to recipient mail servers, including envelope domains, IP addresses, alignment, DNS limits and testing.
Read article →DKIM is most useful when the domain in the signature is a domain your organisation controls and is aligned with the address subscribers see in the From field. This guide explains how that arrangement works, how to set it up across several sending systems and how to verify it properly.
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