Blog
Writing on email that doesn't suck
Design, deliverability, and the occasional statistic. No listicles about "10 email marketing tips" unless the tips are actually good.
One-Click Unsubscribe: Why It Is No Longer Optional and What Setting It Up Involves
Gmail, Yahoo and Microsoft now expect a real one-click unsubscribe, not just a link in the footer. Here is what the requirement actually means, who it applies to, and how to check that your emails have it.
Gmail, Yahoo and Microsoft Bulk Sender Rules: Does a Small List Need to Care?
The headlines made it sound like email was about to change overnight. For most small senders the reality is calmer: here is what the rules actually require, who they target, and the short checklist that covers you anyway.
Transactional vs Marketing Emails: Why Mixing Them Can Hurt Deliverability
A receipt and a promotional blast are both "email," but mailbox providers don't treat them the same way, and sending them through the same pipe can quietly drag your order confirmations into spam along with your newsletter.
"Spam Trigger Words": Why the Avoid-These-Words Advice Is Mostly Outdated
Lists telling you to avoid "free," "guarantee," and "act now" still circulate widely. The filters that made those words risky mostly don't work that way anymore, and chasing the list distracts from what actually decides inbox placement now.
Email List Hygiene: When and How to Actually Clean a Stale List
Not every bounce means the same thing, and not every quiet subscriber is actually gone. Here's the actual mechanics of list hygiene: the bounce types that matter, and a cleaning cadence that doesn't rely on guessing.
Email Deliverability Basics: What SPF, DKIM, and DMARC Actually Do
Three different acronyms that get treated as interchangeable checkboxes. They're not redundant, each one closes a gap the others leave open, and understanding the gap is the difference between copying a DNS record and actually knowing what it protects.
Re-Engagement Campaigns: When to Send One, and When to Just Prune the List
Every list-hygiene guide says to win back inactive subscribers before deleting them. That's true for some of them and a waste of a spam complaint for others, and the difference comes down to separating "gone quiet" from "never engaged at all."
Why Your Emails Land in Gmail's Promotions Tab (And What Actually Fixes It)
Most advice treats this as one problem. It's actually two, one you can fix from inside your email and one you can't, and almost nobody separates them.
Why Your Marketing Emails Look Broken in Gmail and Outlook
Looks perfect in your inbox, falls apart for half your list. A walkthrough of the specific things that break, and why email HTML is stuck in 2003.
Comparing tools? See how Emlet stacks up against Mailchimp, Canva, and ChatGPT →