Sending from a domain with no authentication
No SPF record, no DKIM signature, no DMARC policy. Receiving servers have no reason to trust the message, and a large share of it never reaches an inbox. This is fixed before anything else is built.
Email Campaigns
The highest-return channel, done properly.
Email reaches people who already asked to hear from you, and it can be measured all the way to revenue. We fix the deliverability foundations first, then build the flows and campaigns on top.
Done properly, email is the highest-return channel most businesses have access to. It costs little to send, the audience is yours rather than rented, and a reply or a click can be traced back to a customer. Done badly, it is the fastest way to teach inbox providers that everything you send belongs in the spam folder.
The order of work matters. Authentication and list health come before copy, because a brilliant email that never reaches an inbox has no effect at all. We treat deliverability as infrastructure and writing as the layer on top.
Deliverability is configuration, not luck
SPF, DKIM and DMARC tell receiving servers who is allowed to send as your domain and whether a message was tampered with on the way. Without them, your mail is treated as suspicious by default. With them in place, you have a foundation to build reputation on.
A new domain or a new sending IP also needs warming. Sending a large campaign to a cold list on day one is the most common way to torch a domain before it has any history. We ramp volume gradually, watch bounce and complaint rates, and only then increase.
List hygiene is part of the same job. Hard bounces get removed, inactive addresses get re-engaged or suppressed, and nobody stays on the list because deleting them felt like losing something.
A list that wants to hear from you
Email works when the person on the other end chose to be there. We build lists from sign-ups you collected yourself, keep a record of where each one came from, and make leaving as easy as joining. That is what keeps open rates high and complaint rates near zero, and it is why the channel keeps paying as the list grows.
When the permission is clear from the start, the rest of the channel behaves better. Engaged recipients open, reply and buy, and that engagement is what keeps you in the inbox.
Flows beat one-off blasts
A welcome sequence that runs for the first two weeks of a new relationship usually earns more than any single campaign, because it is sent at the moment attention is highest. Lifecycle flows around onboarding, inactivity, purchase and renewal do the same job later in the relationship. Campaigns then sit on top, for news, offers and launches.
What's included
What we build
- SPF, DKIM and DMARC setup and verification
- Domain and sending warm-up plan
- Welcome, onboarding and lifecycle flows
- Campaign copy and email design
- Segmentation and list hygiene rules
- Subject line and content testing
- Deliverability monitoring and reporting
- Unsubscribe handling and clean contact records
Who this is for
Where it fits
Email pays off when you own a list, when the buying cycle is longer than a single visit, and when someone can act on the replies.
- Businesses with a list they built themselves
- Teams whose campaigns land in spam or promotions folders
- Companies with long consideration cycles and no lifecycle flows
- Businesses that send occasionally and want a system instead
It is a poor fit if you have no list and no plan to build one. In that case we build the sign-up path first, because there is no version of email that works without people who want to hear from you.
Common mistakes
Where this usually goes wrong
Buying or renting a list
Purchased addresses have no relationship behind them, so bounce and complaint rates spike immediately. The damage lands on your sending domain, not the list seller's, and it takes months to repair. It is the most expensive shortcut in email.
One message sent to everybody
A new subscriber, a customer of three years and someone who last opened an email a year ago are not the same audience. Sending them the same thing gets the same indifferent result and slowly trains them to ignore you.
Hiding the unsubscribe
Making opt-out difficult does not keep people on the list. It produces spam complaints instead of quiet unsubscribes, and complaints damage deliverability far more than a clean opt-out ever would.
How we'd approach it
Four steps
STEP 01
Audit and authenticate
We check the sending domain, DNS records and list sources before writing a single campaign.
STEP 02
Fix the foundations
SPF, DKIM and DMARC go in, the domain is warmed gradually, and bounces and inactive contacts are cleaned up.
STEP 03
Build the flows
Welcome and lifecycle sequences go live first, segmented by where each contact actually is in the relationship.
STEP 04
Test and protect
We test subject lines and content, watch deliverability signals, and cut whatever earns complaints instead of replies.
FAQ
Questions we get asked
How do you handle unsubscribes?
Every message carries a working opt-out, and it takes effect immediately across every campaign — not just the one that triggered it. Leaving should be as easy as joining, which is also what keeps complaint rates low enough that your emails keep reaching the inbox.
Do you send cold email?
No. Our work is limited to lists that opted in. Unsolicited bulk email is prohibited across the EU, and even where a narrow business-to-business exception exists in some countries, we do not build campaigns on it.
Our domain already has a poor reputation. Can that be fixed?
Sometimes, and it takes time. The usual route is to authenticate the domain, suppress the unengaged portion of the list, and rebuild sending volume slowly with content people actually open. A fresh sending subdomain is occasionally the cleaner path, and we will say so when it is.
How often should we email?
Often enough to stay familiar and rarely enough to stay welcome. The honest signal is engagement per send: if open and reply rates fall while opt-outs rise, the cadence or the content is wrong, and we adjust rather than push through.
Get your email into the inbox first.
Book a call and we will go through your authentication, your list health and the flows you already have, then agree what to fix first and what can wait.