Every inbox provider decides whether to deliver your email based on how people have treated your emails before. That makes your list a reputation, not just an audience, and it is why a smaller list often sells more than a big one.
 
Inside you'll find:
Why dead subscribers cost you live ones, and why cleaning usually raises your total opens while lowering your list size
The three authentication records that prove your email is really from you, set once
Why sending from your own domain matters, and the bulk sender rules you will grow into
Warming a new sending domain: starting with your best people, ramping over weeks, and the three times you have to re-warm
List hygiene from the start: never buying lists, when confirmed opt in is worth the smaller list, and catching typos and bots at the form
Handling bounces, and where bad addresses actually come from
Sunsetting: defining unengaged for your shop, the win back sequence to run first, and the order to work in
The six segments worth building, and the two you can start with today
Segmenting by behaviour rather than demographics, because what she did beats what she is
Matching frequency to engagement, plus the exclusions that stop you emailing people who just bought
What genuinely sends you to spam, which is mostly not the words you were told to avoid
Why landing in the promotions tab is fine, and why chasing the primary inbox costs more than it gains
The four numbers to watch, and the one that lies to you
A diagnosis checklist for a sudden drop, and a week by week 30 day plan
 
This goes deeper than the Email Marketing Basics guide. Start there if you are setting up email for the first time, and come here when you want it to actually land.
 
Who it's for: boutique owners whose open rates have slipped, who have imported an old list, or who suspect their emails are not being seen.
 
Delivery: instant digital download, 18 page PDF.