Blog
Stay up-to-date with the latest tips, strategies, and insights to improve your email marketing efforts. Our blog covers everything from boosting deliverability to crafting effective campaigns, helping you get the most out of your email communication.
Whether you are just getting started with email marketing or looking to refine an established strategy, our articles provide actionable advice grounded in real-world experience. We break down complex topics - such as sender reputation management, DKIM and SPF configuration, list hygiene best practices, and GDPR compliance - into clear, step-by-step guides that you can implement right away. You will also find in-depth analyses of the latest industry trends, including AI-powered personalisation, interactive email design, and advanced segmentation techniques that help you deliver the right message to the right audience at the right time.
Beyond technical know-how, we explore the creative side of email marketing: writing subject lines that spark curiosity, designing mobile-responsive templates that look great on every device, and building automated workflows that nurture leads while you focus on growing your business. Each article is crafted to give you a competitive edge - backed by data, enriched with examples, and designed to save you hours of trial and error. Dive in, bookmark your favourites, and let MailCraft be your partner on the path to higher open rates, stronger engagement, and measurable ROI.
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Email marketing
Black Friday Email Campaign: Planning Sends, Lists and Timing
A Black Friday email campaign that actually works starts in October. Clean the list first. Raise your sending volume gradually, not in one jump. Then follow a fixed...
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Marketing automation
Email Webhooks: Syncing Bounces and Unsubscribes to Your CRM
Email webhooks push bounce and unsubscribe events to an endpoint you control. Your CRM can then update the contact and stop emailing it the moment the event happens....
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Marketing automation
Lead Scoring With Email Engagement: Points That Mean Something
Email lead scoring works when points go to actions that show buying intent - a click on a pricing or demo link, a reply, a completed form. Not...
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Marketing automation
Automation Exit Conditions: Stop Emailing People Who Converted
Customers get “complete your purchase” emails after they’ve already bought because the workflow has no exit condition tied to the purchase event. Fix it with a goal or...
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Email templates & design
Accessible Email Design: What to Check Before You Send
Accessible email design means your message still makes sense when a screen reader reads it out loud, when images are switched off and when the reader can’t tell...
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List management
When to Delete a Contact Instead of Winning It Back
Hard bounces, spam complaints, missing consent: when to delete an address instead of a reactivation campaign, and how list hygiene affects deliverability.
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Campaign analytics
UTM Parameters for Email Campaigns Without Messy Reports
UTM parameters for email only produce clean reports when every link follows one fixed, lowercase naming convention, written down before the send. Skip that rule and the same...
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Email marketing
Connecting a Shop to Email Marketing: What to Sync and What to Skip
Connecting a shop to email marketing looks like a settings-panel task. Pick a plugin, paste an API key, watch contacts appear. What you actually did was sign a...
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Email segmentation & personalization
AND, OR, NOT Segmentation: Building a Segment Step by Step
Segmentation is not an extra feature in a sending tool. It is the decision about who gets the message and why that person specifically. Three logical operators -...
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Email automation
Date-Based Email Automation: Renewals, Birthdays and Trials
Date-based email automation sends a message when a date stored on a contact comes up, such as a renewal date, a birthday or the last day of a...
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Email deliverability
Email Deliverability Audit: A Checklist Before Q4 Peak Season
An email deliverability audit in August checks five things while fixes are still cheap: authentication, unsubscribe handling, complaint rate, list quality and your volume plan. Do it now...
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List management
CSV Import With Field Mapping Without Wrecking Your List
A CSV import with field mapping looks like a technical, boring chore. Right up to the moment it breaks the list the whole company’s communication rests on. A...
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Email deliverability
Custom Tracking Domain: Why Your Email Links Need One
A custom tracking domain puts your own subdomain on the tracked links in your campaigns instead of your email platform’s shared domain. So the reputation of those links...
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Cold email outreach
Cold Outreach That Does Not Burn the Sending Domain
Cold outreach fails at the infrastructure layer long before anyone reads the first line. Copy gets blamed. The damage actually sits in the sending domain. We run our...
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Subscriber engagement
Email Sender Name: Choosing a From Line People Recognize
The best email sender name is one your subscribers already connect with the brand they signed up for. And it stays the same on every send. People decide...
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List management
Address verification without sending an email
Verifying an address without sending an email is not one call to one API. It is a sequence of tests: syntax, DNS, MX records, an SMTP dialog cut...
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Email automation
Post-Purchase Email Sequence: What to Send After the Order
A post-purchase email sequence starts with order and shipping confirmations, moves on to usage tips, then asks for a review or feedback, and only later offers a related...
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List management
Newsletter Signup Form: Which Fields to Ask and Which to Drop
A newsletter signup form needs two things: an email address field and a clear consent statement. Everything else is optional, and a field only earns its place if...
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Business growth strategies
Migrating from Mailchimp Step by Step
Migrating from Mailchimp is a technical project. Not a matter of clicking export and import. We see it every time a client moves a list onto our fleet...
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Campaign analytics
Email Click Map: Reading Where Subscribers Click
An email click map lays every tracked link’s clicks over the rendered email. So you can see which blocks of a long newsletter actually get attention and which...
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Email marketing
REST API: Your First Request in Ten Minutes
Your first request to a sending REST API takes less time than setting up a mail client. Seriously. You need a key, a verified domain and one command...
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Deliverability best practices
Google Postmaster Tools: Reading the Dashboards That Matter
Google Postmaster Tools shows you how Gmail treats the mail you send to personal Gmail accounts. The dashboards cover spam rate, reputation, message authentication and delivery errors. So...
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Email templates & design
Plain Text Email Version: Why HTML Alone Is Not Enough
Every well-built newsletter ships with a plain text email version tucked in next to the HTML. Most teams never look at it. And if that text part is...
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Email marketing
PrestaShop Module: Shop Customers on Your Mailing List
Moving shop customers onto a mailing list is a job a PrestaShop module does more quietly and more accurately than a person with a spreadsheet. A CSV export...
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Subscriber engagement
Resend to Non-Openers: When a Second Send Helps
A resend to non-openers is worth it only for occasional, high-value campaigns. Send it once, with a new subject line, to a carefully filtered segment. Worried that extra...
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Email marketing
WordPress Plugin: Form Signups Straight to Your Mailing List
The typical setup looks like this: the form sits on WordPress, the address list lives in a completely different system, and a person with a CSV file shuttles...
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Email marketing
Why Your Open Rate Went Up and It Means Nothing
Your open rate went up eleven points last quarter. Nobody touched the subject lines. Nobody moved the send time. We see this pattern constantly on our own sending...
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Deliverability best practices
Gmail and Yahoo Requirements for Bulk Senders
The Gmail and Yahoo requirements for bulk senders have been in force since 2024 and they are not a set of best practices. They are the entry condition...
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Email account setup
DMARCbis: What RFC 9989 Changes in Your DMARC Record
DMARCbis is the revised DMARC specification, published in May 2026 as a Standards Track document. The full text of RFC 9989 retires three tags (pct, rf, ri), adds...
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Email templates & design
Dark Mode Email Design: Keeping Logos and Buttons Readable
Good dark mode email design comes down to one thing: every logo and button has to stay readable on a light background and on a dark one. Then...
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Email compliance & security
GDPR and Email Lists: The Four Questions Worth Answering Before a Campaign
Lists built without consent generate complaints. Complaints wreck your sender reputation at the big filters. That chain is the practical reason GDPR and email lists belong in the...
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Deliverability best practices
Twelve reasons your emails land in spam
A spam filter does not judge your content, it judges the sender Emails land in spam mostly for technical reasons. Not because the subject line says “sale”. Not...
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Email deliverability
DNSBL blacklists: how to check and how to get delisted
DNSBL blacklists can stop your sending within minutes, and they usually do it without warning. We run our own fleet of sending servers, so we see listings on...
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Email compliance & security
Email Tracking Pixels: What the CNIL Recommendation Changes
The French data protection authority, the CNIL, now expects consent for most uses of an email tracking pixel. And no, the agreement to receive your emails doesn’t cover...
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Email automation
Email Automation Branching: If/Else Paths That Stay Manageable
Email automation branching stays manageable when every split answers one clear question, the tree stays shallow, each branch has a readable name and every path gets tested before...
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Email marketing
Myth: More Emails Mean More Engagement - Here’s What Actually Converts
Sending more emails feels like the obvious move. More volume, more eyeballs, more clicks - right? Wrong. There are 361.6 billion emails flying around every single day, up...
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Campaign analytics
7 Proven Ways to Convert Email Marketing Into Real Engagement
At Mailcraft, the inbox we open every morning tells the same story. It’s crowded. It’s competitive. And it still makes a ridiculous amount of money. Email still returns...
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Email deliverability
New IP warmup: a realistic eight-week plan
A new IP has no past. Filters judge a sender by what it did before, not by what it wrote in its headers. That is why warming up...
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Email marketing
Welcome Sequences That Still Work After the First Message
The first message in a welcome sequence borrows attention it did not earn. Someone just signed up. They expect mail from you, so they look for it, open...
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Deliverability best practices
List-Unsubscribe and one-click unsubscribe
The List-Unsubscribe header is one line in the message source that decides whether the recipient clicks “unsubscribe me” or “this is spam”. Mailbox providers read it and draw...
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Email marketing
How Do You Run a Newsletter That People Actually Read?
361.6 billion emails get sent every day. Every. Single. Day. And most of them? Nobody clicks. Nobody even reads past the subject line. The difference between a newsletter...
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Email deliverability
Transactional and Marketing Email on One Domain: Where It Goes Wrong
Your password reset leaves the same domain as Friday’s newsletter. So does the invoice, the two-factor code and the shipping notification. To you these are different systems with...
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Deliverability best practices
Bounce rate gate: automatic stop at 3 percent
A bounce rate gate pauses a campaign mid-send, as soon as the share of hard bounces crosses a set threshold. This is not a gadget in the panel...
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Email marketing
Sending Email by Time Zone: Scheduling Campaigns Across Countries
Sending email by time zone means every subscriber gets the campaign at the same local hour. A 9:00 newsletter lands at 9:00 in Warsaw, 9:00 in London and...
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Email deliverability
Hard bounce, soft bounce, reputation block - three different problems
The sending report shows one number: bounces. Except that number covers three completely different things. A hard bounce is an address problem. A soft bounce is a moment-in-time...
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Deliverability best practices
Myth: Mass Emailing Is All About Volume - Your Real Problem Is Timing
Most email marketers obsess over the wrong number. They throw money at growing subscriber lists, buying bigger databases, cranking up send frequency - and completely ignore the one...
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Email deliverability
9 Email Marketing Sins That Kill Conversions in 2026
Email marketing pulls roughly $36 for every $1 you put in. No other digital channel touches that. But here’s the thing - most brands are bleeding conversions through...
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Subscriber engagement
Mother’s Day Email: Planning the Campaign and Offering an Opt-Out
A good Mother’s Day email plan starts in early April, splits the list by country because the dates differ, and opens with a message that lets subscribers skip...
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Email deliverability
Return-Path: the address you never see that decides your bounces
The campaign goes out at nine. The open chart climbs, the panel shows green bars, and at the same moment a few hundred messages come back to the...
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Campaign analytics
Click-to-Open Rate: When It Beats Click-Through Rate
Use the click-to-open rate when you want to judge an email’s content and design. Use click-through rate when you want to judge the campaign as a whole. Simple...
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Email marketing
13 Underrated Ways to Convert Email Marketing Leads and Build Real Engagement
Email marketing pulls in about $36 for every $1 spent. And yet most teams keep blasting the same generic drip sequences they set up three years ago. Over...
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Email marketing
Myth: Mass Email Sends Boost Revenue - The Data Says Otherwise
Send more emails, make more money. That’s the pitch, right? And it sounds logical - until you look at what’s actually happening in people’s inboxes. Over 361.6 billion...
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Email segmentation & personalization
Segmenting a List Without Building Twenty Segments Nobody Uses
Why Most Segmentation Plans Die in the Panel Same pattern, over and over, across our sending fleet. An account signs up, builds eleven segments in an afternoon, names...
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Email deliverability
DMARC: p=none, quarantine or reject - when to tighten
DMARC does not protect your mail on its own. It is an instruction for the receiving server: what to do with a message that claimed your domain but...
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Business growth strategies
Trade Show Follow-Up Email: From Booth Contact to Subscriber
A trade show follow-up email is one personal message, sent within days of the fair, that refers to the conversation at your booth and offers a clear, optional...
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Email account setup
SPF, DKIM and DMARC for a Sending Domain, Step by Step
Three DNS records decide whether your mail gets a chance with the recipient at all. SPF, DKIM and DMARC for a sending domain are not a set of...
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Email segmentation & personalization
Merge Tags in Email: Fallbacks So Nobody Gets ‘Hi ,’
Merge tags in email fail safely when three things are true: every tag has a fallback, the field data behind it is clean, and a test send covers...
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Email automation
Mailchimp vs ConvertKit vs ActiveCampaign - Best Email Marketing Campaign Tools Ranked
Picking an email marketing platform seems like a small call. It’s not. This one decision shapes every single customer touchpoint your business sends out. The ROI numbers back...
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Business growth strategies
How Is Email Marketing Changing in 2026?
Every few years, someone declares email marketing dead. And every few years, they’re wrong. The channel still pulls roughly $36 for every dollar you put in - while...
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Email marketing
Easter Email Campaign: Planning Sends Around the Long Weekend
An easter email campaign works best as a short sequence of a few emails planned backwards from the long weekend and your last delivery date. Not a daily...
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