Email Marketing & Deliverability
Email breaks in two very different places. One is the campaign — segmentation, triggers, timing. The other is deliverability, where the campaign is fine and the mail is in spam, and that is DNS, authentication and reputation rather than copywriting. I work at both ends, which matters because the symptom usually presents at the wrong one.
How I use it
Deliverability and domain authentication
SPF, DKIM and DMARC are where this almost always is. I set the records, move a domain from p=none to enforcement without cutting off legitimate senders, and monitor the reports afterwards — a record that passes on day one is not the same as a healthy sending domain in month three.
Transactional email that never arrives
Receipts and password resets going missing is usually an SMTP relay, an unauthenticated sending host, or shared-IP reputation — not application code. Working out which comes down to reading headers and bounce codes rather than guessing.
Triggered and conditional flows
Abandoned cart, post-purchase, win-back and browse-abandon sequences in Klaviyo and Mailchimp, driven by behaviour and store data instead of one list receiving everything.
Attribution through to revenue
Tracking and UTM discipline so email traffic is attributable in GA4 all the way to revenue, rather than stopping at the click and being credited to direct.
Mail infrastructure monitoring
Built a control plane across my brands for Sieve rule management, IMAP triage and DMARC posture, so authentication problems surface before a send rather than after one.
What I use
- Klaviyo
- Mailchimp
- Shopify
- Resend
- DMARC / SPF / DKIM
- Migadu
Related skills
Want the detail behind any of this?
I can walk through any of it in as much depth as you want.