Industry Guides
Email Marketing for Consultants
Consulting is a low-volume, high-value business, which makes email uniquely suited to it — and makes almost all standard email marketing advice wrong for you.
Erin MooreNov 4, 20265 min read
The IGSendMail Blog
Practical, no-fluff email marketing writing for operators who care about open rates, click-through, deliverability, and real revenue. Every post is written by people who actually run programs at scale, not freelancers chasing keywords.
Whether you're sending your first welcome series or migrating a million-subscriber list off legacy ESPs, you'll find guidance grounded in shipped campaigns, A/B test results, and conversations with deliverability engineers at the major mailbox providers. We update older posts when standards change so you never end up implementing advice that became obsolete two years ago.
214 posts · page 1 of 24
All posts
Metrics and Benchmarks
Email Marketing KPIs Worth Tracking
Eight numbers, in the order they matter, with a note on which of them your platform can actually measure. Most dashboards run this list backwards.
Erin MooreNov 3, 20265 min read
List Building
Behavioral Segmentation for Email
Behavioural segments outperform demographic ones because what someone did predicts what they will do. Here are the eight triggers worth building, in order.
Erin MooreNov 2, 20265 min read
Design and Accessibility
Interactive Email: AMP, and What Works
Interactive email has been about to arrive for a decade. Here is what actually works today, what needs a fallback, and whether any of it is worth building.
Erin MooreNov 1, 20265 min read
Compliance and Privacy
Apple Mail Privacy Protection and Your Data
Since 2021 a large share of your recorded opens never happened. Here is exactly what Apple changed, what it broke, and which metrics survived.
Erin MooreOct 31, 20265 min read
AI Email Marketing
An AI Email Workflow, Start to Finish
A worked end-to-end workflow: where AI goes, where it does not, and what the whole thing costs in time. About forty minutes a week for a real programme.
Erin MooreOct 30, 20265 min read
Industry Guides
Email Marketing for Online Courses
Course businesses have two email problems: converting people who have not bought, and getting the people who did to actually finish. The second one drives refunds and referrals.
Erin MooreOct 29, 20265 min read
Metrics and Benchmarks
The Email Marketing Report Worth Sending
A monthly email report should answer three questions in the first ten lines. Most answer none of them and lead with a metric that no longer means anything.
Erin MooreOct 28, 20265 min read
List Building
Build an Email Preference Center
A preference centre turns 'stop emailing me' into 'email me less', which is the difference between losing a subscriber and keeping one. It takes an afternoon to build.
Erin MooreOct 27, 20265 min read
Popular tags
#email automation#deliverability#email metrics#email copywriting#email marketing#list building#subject lines#transactional email#email deliverability#sender reputation#list hygiene#email design#AI email marketing#email compliance#ecommerce email#email templates#lead generation#inbox placement#email benchmarks#email authentication
Get The Send, once a month
The month's most useful guides and one practical tip, on the first Tuesday. Nothing else.
What you'll find here
Deliverability deep dives
SPF, DKIM, DMARC, BIMI, postmaster tools, sender reputation, warming new IPs, recovering from blacklists, and decoding bounce codes. The technical layer most marketers ignore until it breaks.
Automation playbooks
Welcome series, abandoned cart sequences, browse abandonment, post-purchase, win-back, and lifecycle journeys. Each playbook ships with timing recommendations, copy frameworks, and benchmark conversion rates.
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Lead magnets, popup conversion strategy, double opt-in mechanics, list hygiene, segmentation models, and how to grow a list ethically without buying contacts that will torch your reputation.
Strategy and product updates
Industry analysis, regulatory changes (GDPR, CAN-SPAM, Apple MPP, Yahoo and Gmail bulk sender requirements), and what's shipping inside IGSendMail. The why behind the what.
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