AuthenticationSPF
SPF's 10-lookup limit: why SPF breaks and how to fix it
The most common way a working SPF record stops working is one more include. What counts toward the limit, and how to get back under it.
7 min read
9 posts, and counting
Notes from the sending layer.
Guides to authentication, sending limits, bounces and consent. Every provider figure is attributed to its source, and nothing here is written just to rank.
AuthenticationDMARC
DMARC alignment explained: why SPF can pass and DMARC still fail
A report says SPF passed, DKIM passed, and DMARC failed. That is not a contradiction; it is alignment. What it means and how to fix it.
8 min read
DeliverabilityCompliance
Gmail, Yahoo and Outlook bulk sender requirements, explained
Since 2024 the largest mailbox providers have published hard rules for bulk senders. What they require, who they apply to, and what they do not say.
8 min read
DeliverabilityInfrastructure
Google Workspace and Microsoft 365 sending limits, and why to stay well below them
Your mailbox provider publishes hard sending limits. Hitting them locks the mailbox; approaching them is already a reputation problem.
6 min read
DeliverabilityLists
Hard bounces, soft bounces, and what your bounce rate is telling you
A bounce is not one thing. Some mean the address is gone for good; some mean try again tomorrow. Treat them the same and you lose either way.
6 min read
ComplianceLists
Permission-based email: what counts as consent, and how to keep a record of it
Consent is not a checkbox you tick on behalf of your contacts. What it means, how the main laws differ, and what a record should contain.
8 min read
AnalyticsTesting
Open rate is the wrong metric to optimise
Since Mail Privacy Protection, a large share of your opens are a machine. Here is what that does to your A/B tests, and what to measure instead.
6 min read
DeliverabilityWarmup
Domain warmup: what a ramp can and cannot do
A ramp buys you a reputation to spend. It cannot buy you a reason for people to reply — and it cannot rescue a list that should not be mailed.
7 min read
DeliverabilityAuthentication
SPF, DKIM and DMARC: what each one actually proves
Three records, three different claims — and only one of them survives a forward. What each actually proves, and how to read a failing report.
8 min read
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