The Deliverable Diary

There’s a common belief in marketing that if you tell a great story, people will naturally buy. It sounds nice. It feels right. But in practice, it’s only half true. Storytelling captures attention. Storyselling drives action. If your emails are getting opens but not conversions, the gap between those two ideas is probably where things […]

You can have everything else in place – domain authenticated (SPF, DKIM, DMARC), a clean, opt-in mailing list, solid content – but still end up in spam. Why? Because deliverability isn’t just technical. It’s behavioral. The hidden influence behind inbox placement Mailbox providers such as Gmail and Outlook don’t just look at what you send. […]

With the explosion of messaging apps, collaboration platforms and social media, it’s easy to assume email is losing ground. When it comes to reliable communication, instant tools such as Slack, WhatsApp and Microsoft Teams promise faster, more immediate messaging – and in many cases, they deliver. But, speed isn’t the same as reliability. For businesses […]

To send a correction email or not? We’ve all been there… You’ve spent hours crafting the perfect email: proofreading every word, testing every link and hitting send with TOTAL CONFIDENCE! But then, horror of horrors, you realize you’ve made a blunder. Maybe you’ve misspelt someone’s name, sent the wrong offer, or included a broken link. […]

Most email attachment size guides give you a number and call it done. The problem is that the number on the box isn’t the number that actually sends. Encoding adds weight, recipient servers have their own caps, and a 24 MB file can bounce off a 25 MB limit without ever reaching an inbox. This […]

Email marketing is still one of the most powerful digital communication tools, but success hinges on a deceptively simple metric: open rates. Why do some emails get opened instantly while others are ignored or deleted? The answer lies in human psychology – specifically how we process curiosity, relevance, trust and timing. At the heart of […]