- 01 · Personalisation
What personalisation is, and what it is not
A merge tag is not personalisation. It is a mail merge with better manners.
- 02 · Mistakes
Five reasons a cold email gets deleted
None of them are subtle, and most senders make at least two.
- 03 · The ask
Ask for something smaller than a meeting
The size of the ask decides whether the reader has to think.
- 04 · The list
The list is most of the result
A tight five hundred beats a loose five thousand, and it is not close.
- 05 · Follow-ups
Where the replies actually come from
Most of the answers arrive after the first message. Most senders never find out.
- 06 · Teardown
How to read your own email like a prospect
Four parts, and each one can be judged on its own.
- 07 · Proof
Proof works as an aside, not as a headline
Nobody was ever convinced by a wall of logos in a first email.
- 08 · Subject lines
The subject names the thing
Short, specific, and honest about what is inside.
- 09 · Channels
More channels is not more pressure
Adding a channel adds reach only if the message changes with it.
- 10 · Replies
A reply is not a meeting
The work between the two is where most outbound quietly fails.
- 11 · Tools
The tool is the smallest decision you will make
Every platform sends. None of them fix a list or a reputation.
- 12 · Deliverability
What changed at the mailbox providers
The tolerance that carried sloppy senders for years is gone.
- 13 · Industries
The same email does not travel between markets
What counts as a reason to reply is local to the industry.
- 14 · Psychology
Why buyers answer cold email
Three ordinary reasons, and none of them are tricks.
- 15 · Metrics
Open rates stopped meaning anything
Three numbers are worth watching, and the first one is not on that list.
- 16 · Scaling
What breaks when one operator becomes five
Not the sending. The judgement.
- 17 · Video
Video is a cost, and sometimes it is worth it
It buys a face. It also buys a click before the message is read.
- 18 · Timing
Send time is the smallest lever there is
Worth an hour of setup, not worth a week of debate.
- 19 · Compliance
The rules are short and the penalties are not
Three obligations, none of them optional, none of them hard.
- 20 · AI
What a model can and cannot do here
It is good at the middle of the work and bad at both ends.