Email deliverability
Own SMTP Server or Email Sending Provider: Costs and Risks Compared
What you really buy when you run your own SMTP Own SMTP server vs a sending provider - this is not a question about pricing. It is a...
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Campaign analytics
Subject Line A/B Tests: How Not to Fool Yourself
Why most subject line A/B tests prove nothing Most subject line A/B tests measure noise, not a difference between variants. Two versions go out to groups that are...
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List management
Reactivating a Dormant List Without Hurting Your Reputation
What a dormant list really is Reactivating a dormant list starts with an honest definition. A working one: addresses that haven’t opened or clicked anything in 6 to...
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Deliverability best practices
Feedback loops at major mailbox providers: how to read spam complaints
What a feedback loop is and where spam complaints come from A feedback loop is a return channel between a mailbox provider and a sender. A recipient clicks...
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Deliverability best practices
BIMI and Your Sender Logo in the Inbox: What It Does and What It Won’t Fix
What BIMI is and what it actually does BIMI is a DNS record. It isn’t a service, and it isn’t a setting in an email client. You publish...
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