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
Mail that sends fine and lands in spam
SPF, DKIM and DMARC are where this almost always is. I set the records, move the domain from p=none to enforcement without cutting off legitimate senders, and monitor the reports afterwards — because a passing DMARC record on day one is not the same as a healthy sending domain in month three.
Transactional mail failing quietly
Receipts and password resets that never arrive are usually an SMTP relay, an unauthenticated sending host, or a shared-IP reputation problem — not application code. Diagnosing which one it is comes down to reading headers and bounce codes rather than guessing.
Broadcasts where segmentation would do better
Conditional and triggered flows in Klaviyo and Mailchimp — abandoned cart, post-purchase, win-back, browse-abandon — driven by behaviour and store data instead of a single list receiving everything.
Campaigns that cannot be measured past the open
Tracking and UTM discipline wired 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 with no visibility
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.