What is changing in the industry, and what we have learned doing the work — deliverability, experimentation, data, design systems and the unglamorous parts of keeping a program honest.
Latest news & industry
RFC 9989 landed in May and retired RFC 7489. It tightens what domain owners must prove, and — for the first time — tells mailbox providers explicitly that a reject policy is not on its own a reason to destroy a message.
Read the article →Iterable, Klaviyo and the rest spent 2026 putting agents in the campaign builder. They are genuinely good at execution. The scarce resource moved somewhere else entirely.
Read the article →Guides & perspective
Authentication is the requirement everyone remembers and the one least likely to be what breaks you. The rules that bite are about complaints, consent, and how easy you make it to leave.
Read the article →The industry has spent five years quietly agreeing that opens are unreliable and then continuing to report them. The 2026 trend data says the shift is finally happening. Here is what to measure instead.
Read the article →Somewhere in every lifecycle program there is a folder of templates that each solve one problem once. They are the most expensive asset nobody has costed.
Read the article →When personalisation feels broken, the instinct is to rewrite the copy. It is almost never the copy. It is the profile the copy was assembled from.
Read the article →Most programs are a collection of good automations that do not know about each other. The leak is not inside the journeys. It is between them.
Read the article →Privacy-proofing for the long term is the first trend in this year's industry data. The programs that treat consent as raw material, not overhead, are the ones with engagement they did not have to buy.
Read the article →You are almost certainly already sending the campaigns that would recover the most revenue. They are just not being sent to the right conditions. Here is how to find them in two weeks.
Read the article →Newsletters keep showing up in the engagement data as the thing that holds a list together. Most teams use them as an announcement channel and waste the only asset that works without asking for anything.
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