Practical guides on deliverability, sending infrastructure, and keeping your email programme healthy. Written for any team where email drives revenue or retention.
What is email deliverability and why does it matter? The difference between delivered and landed in the inbox, and what's quietly costing your business.
Inbox providers use far more than spam filters to decide where your email lands. Here is what we know they look at, what we suspect, and how Google is changing the game with AI
Email Blocklist as a concept is often forgotten about by those outside of deliverability. If your emails have started landing in spam, or your open rates have dropped without an obvious explanation, one of the first things to check is whether your domain or sending IP is on an email blocklist. It is not always [...]
Most marketing teams have heard of SPF, DKIM and DMARC. Fewer know what they actually do, how they work together, or what happens when they are not set up correctly. That matters, because misconfigured authentication is one of the most common causes of deliverability problems. Emails that should reach the inbox end up in spam. [...]
If your emails are going to spam, or your open rates have been quietly declining, sender reputation is usually the first thing worth looking at. It is one of the most important factors in deliverability, and genuinely one of the least talked about in practical terms. Most teams know it exists. Fewer know what actually [...]
If your email open rates have dropped and you're not sure why, you're not alone. It's one of the most common questions UK marketing teams search for, and the answer is rarely simple. The frustrating part is that a drop in open rates can mean several different things. Some of them are serious. Some of [...]
Emails going to spam? The real causes are usually authentication, sender reputation or list quality - not your subject line. Here's what to investigate.
Executive Summary The Bottom Line: Email Security Compliance and authentication moved from "best practice" to mandatory requirement in 2025. UK fintech and SaaS companies face regulatory deadlines, compliance penalties up to £100K+, and significant security risks without proper DMARC implementation. Introduction: The Email Security Turning Point Please note this blog entry is information presented based [...]
If you're sending emails and wondering whether they're actually landing in inboxes, you're asking the right question: how do I check my deliverability? In 2025, with mailbox providers enforcing tougher sender requirements, deliverability is no longer just a technical metric: it's a revenue lever. Poor deliverability means you're effectively invisible, no matter how good your [...]
Building a solid sending infrastructure is like constructing the foundation of a high-rise building; without it, everything above is at risk. For growth-focused teams in Marketing, CRM, and IT, the first step in your email journey is to ensure that your sending architecture is robust and reliable. Think of it as building a sturdy bridge. [...]
Email marketing remains a powerful tool for engaging with customers and driving conversions. However, even the most well-crafted email campaigns can fall flat if your emails aren't reaching the inbox. This is where an email deliverability audit comes into play. [...]
A six-part series that covers everything a CRM manager or marketing ops lead should understand about how email actually reaches the inbox. Read in order, or jump to the part you need.
New writing, the occasional case note, and a heads-up when something material changes in how the major inbox providers are treating UK senders. No promotion, no filler.
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