Automation

Everything that decides whether your email reaches the inbox or the spam folder: authentication, sender reputation, list hygiene and bounce control.

What actually goes in the email. Subject lines, preheaders, CTAs, copywriting frameworks, templates, layout and accessibility.

The decisions you make before you write a single subject line: who you email, how often, on what channel, and how it all ladders up to revenue.

Measuring what matters. KPIs, benchmarks, attribution, A/B testing and the metrics worth optimizing once open rates stopped telling the truth.