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25 articles
Google Postmaster Tools is a free dashboard reporting how Gmail treats mail from your domain, and since 2025 it no longer reports a reputation grade — it reports compliance, spam rate, and a plain-language verdict on whether Gmail's users want your email. No third-party checker carries the same authority, because no third party is making […]
Email verification checks whether an address can receive mail, and it cannot tell you whether anyone behind it wants yours. That distinction decides whether the spend is worth it, because a verified address that never opens damages your reputation exactly as much as it did before you paid to confirm it exists. Verification solves one […]
A spam trap is an email address that exists only to catch senders with poor list practice, and no tool can tell you whether one is on your list. Traps accept mail silently. They do not bounce, they do not complain, and they do not appear in any report until the damage is already done. […]
Email list building is the practice of collecting subscriber addresses, and it is the one deliverability factor that cannot be fixed retroactively. Authentication can be republished in an afternoon. Reputation can be rebuilt in a couple of months. How a list was assembled is permanent, because the addresses on it are the addresses on it. […]
Email bounce rate is the percentage of sent messages a receiving server refused, and the line that matters is 2% — above it, providers treat your sending as evidence that you do not know who is on your list. Under 1% is healthy. Between 1% and 2% something has changed and is worth finding. The […]
A low email click-through rate has six causes: no single clear action, vague call-to-action copy, a click the body never earned, poor placement, friction after the click, or the wrong audience. Each leaves a different signature in the data, so the cause is identifiable rather than guessable. Rewriting the whole email is the usual response […]
Email preview text is the snippet of message content the inbox displays beside or beneath the subject line, and it is written in a hidden field rather than pulled from the visible email body. It is also called preheader text. Left unset, the inbox takes whatever text appears first in the message — frequently "View […]
A DMARC aggregate report is a gzipped XML file sent daily by a receiving provider, listing every IP address that sent mail claiming to be from your domain and whether each one passed SPF, DKIM, and alignment. Reports arrive at the address in the rua tag of your DMARC record, one per provider per day. […]
An abandoned cart email sequence is three automated emails sent over 48 hours to someone who added an item to a cart without buying, with the first sent one to four hours after abandonment. Speed has a larger effect on recovery than any copy decision in the flow. The discount belongs in email three, and […]
BIMI (Brand Indicators for Message Identification) is a DNS record that tells supporting inboxes to display your logo beside your messages, and it only functions on domains with DMARC at p=quarantine or p=reject. The logo must be an SVG in a specific restricted profile, and most inboxes require a paid certificate proving you own the […]
Klaviyo is built for ecommerce, ConvertKit — now Kit — is built for creators, and Mailchimp is built for general small business. Each is excellent at the job it was designed for and mediocre outside it, which makes "which is best" the wrong question and "which is this business" the right one. Pricing at scale, […]
Bulk sender requirements are the conditions Gmail, Yahoo, and Microsoft impose on anyone sending roughly 5,000 or more messages a day to their users: authenticated mail with an aligned From domain, one-click unsubscribe honoured within two days, and a spam complaint rate below 0.1%. Non-compliant mail is rejected at the server rather than filtered. The […]