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16 articles on deliverability, lifecycle email and UK list consent. Every guide opens free; the list opens the rest.
Deliverability & DNS 6
SPF, DKIM, DMARC and warm-up: how to publish records that pass, and what to do when the mail still lands in spam.
A 14-day warm-up that doesn't pretend to be a volume ladder
Warm-up is a test of whether people want the mail. A day-by-day plan for a new domain or IP, with the signals that should stop you.
DMARC p=none is not a policy. It is a camera.
p=none observes spoofing and changes nothing. Here is what to review before enforcement, how to phase it, and when reject is safe.
SPF's 10-lookup limit: the include chain that quietly breaks your domain
A record that worked last year can start returning permerror when another tool is added. How the limit is counted, and three fixes that are not another include.
The DKIM selector your client's developer already set up
A DKIM record with no selector is a record nobody can find. How to read the selector from a real message, and where it has to be published.
When a blocklist lists you: what actually matters
Not every DNSBL is worth a support ticket. How to check the lists receivers use, what proof a delisting needs, and how to stop the repeat.
Your SPF record passes. Gmail still bins you.
A passing SPF check says nothing about the domain in your From line. The alignment test most senders never run, and how to fix it in order.
Email that sells 5
Sequences, copy, offers and measurement that turn a send into revenue, without a discount doing the work.
Abandoned carts: recover the sale without paying for it twice
A discount is the most expensive way to answer a question the customer never asked. A three-email recovery flow that addresses the real hesitation.
Segment a list with three columns before you buy a platform
Recency, frequency and value, scored simply, beat most segmentation dashboards for a small sender. How to build it, and what each group should get.
The five-email onboarding sequence that sells without a demo
A self-serve trial does not need a calendar link. It needs one real result. A five-email path from signup to activation, with the offer placed after value.
The subject line opened fine. Nobody bought.
An open is not a promise kept. Six places a campaign loses the sale after the click, and the three numbers that tell you which one.
The welcome email gets one job. The second email earns the open.
Most welcome sequences try to sell before they have delivered anything. A five-email structure that earns the next open instead of demanding it.
List growth & consent 5
Lead magnets, landing pages, newsletters and the UK consent rules behind a list you can safely use.
A lead magnet that costs nothing and still earns the signup
The best free resource is not an ebook. It is the one-page answer to the question your buyer asks before they trust you with a purchase.
Cold email to a business: PECR, sole traders and the word 'corporate'
The B2B email exemption depends on who the subscriber is, not what the address looks like. How to tell a company from a sole trader, and why it matters.
The three-part newsletter that survives a busy inbox
One idea, one example, one action. A repeatable format that is quick to write, useful to read and easy to forward.
What a consent record has to contain (and what most CRM notes leave out)
If you cannot show who agreed, to what wording, when and where, you cannot rely on consent. A field-by-field record that survives an audit.
Your landing page asks for too much: the two-field version that converts
Every field is a price the reader pays before they get the thing. Which two earn their place, how consent fits, and what to do with the answers afterwards.
Get the 12-point checklist
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