The Archive

Deep dives into email marketing strategy, design, automation, and growth. Insights from the team behind 150+ email programs.

Business

Building a Subscriber Engagement Scoring Model for Better Deliverability

An engagement scoring model helps you identify your most and least engaged subscribers so you can optimize send frequency and protect deliverability.

Industry

How to Warm Up a New IP Address for Email Sending

Starting email from a new IP address? Learn the proper warm-up process to establish sender reputation gradually and avoid deliverability problems.

7 min readarrow_forward

Business

Complaint Rate Reduction: Strategies to Keep Subscribers Happy

High spam complaint rates destroy deliverability fast. Learn proven strategies to reduce complaints and maintain a healthy sender reputation.

Industry

BIMI: How to Get Your Verified Logo in Subscriber Inboxes

BIMI authentication displays your brand logo next to verified emails in supported inboxes. Learn how to implement BIMI and the benefits of verified brand identification.

Industry

Reverse DNS and PTR Records: Why They Matter for Email Delivery

A properly configured PTR record is a basic requirement for good deliverability. Learn what reverse DNS is and why servers check it before accepting your mail.

6 min read

Industry

The California Privacy Rights Act and Your Email Marketing Program

The CPRA expanded consumer privacy rights in California. Understand how these changes affect your email data collection, consent practices, and subscriber communications.

Industry

Feedback Loops: Your Early Warning System for Deliverability Problems

Feedback loops are the most direct way to monitor how recipients respond to your email. Learn how to set up and use FBL data to protect your sender reputation.

7 min readarrow_forward

Industry

Email Deliverability vs. Inbox Placement: What's the Difference?

Many marketers use deliverability and inbox placement interchangeably, but they measure very different things. Understand the distinction to better diagnose your email performance.

Design

Email Accessibility: Meeting WCAG Standards in Your Campaigns

Accessible email is not just inclusive—it is increasingly a compliance requirement. Learn how to design and code emails that work for subscribers with disabilities.

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