Automated flows make up about 2% of the emails an ecommerce store sends. Omnisend’s own 2026 data puts their share of total email revenue at 37%. That gap is the entire story of ecommerce email marketing, and most guides on the topic never explain it. They hand you a list of eight or nine flow … Read more
You did everything the setup checklist told you to do. SPF passes. DKIM passes. DMARC sits at p=reject. You published a BIMI record with a valid logo and a certificate from a real issuer. And the logo still isn’t showing up next to your emails. Maybe it shows in Gmail but never in Apple Mail. … Read more
Search what is DKIM and most explainers will tell you it survives forwarding in a way SPF doesn’t. Then they stop there, as if that settles the question. It doesn’t. DKIM signs the body and a defined set of headers, and that signature holds up through simple relaying. Simple relaying means one mail server passing … Read more
Most Sender Policy Framework records don’t fail because someone typed the syntax wrong. They fail because a team added a fourth or fifth sending tool well after the record was set up. Nobody recounted what that now costs in DNS lookups, so the record quietly crossed a limit that has nothing to do with spelling. … Read more
Most guides to reading a DMARC report show a screenshot of a dashboard, or three or four lines pulled from an XML file. Either one gets called a walkthrough. Search enough of them and a pattern shows up. They cover the same aggregate report, from the same angle, and stop the moment forensic reports come … Read more
Most companies that publish a DMARC record never actually turn it on. They set up monitoring, collect the reports, and stop there, sometimes for years, sitting at zero real protection while believing the box is checked. Roughly three out of every four domains with a DMARC record are stuck in exactly this spot. Business email … Read more
A/B testing in email marketing is the closest thing we have to a controlled experiment in a channel built on variables. You isolate one element, run it against a control, and let your audience’s behaviour tell you what works. In theory, every test advances your programme. In practice, most email A/B testing produces far less … Read more
If you have read other email personalization guides before, you already know the standard advice: add the subscriber’s first name to the subject line, segment your list, use dynamic content, and watch your engagement improve. That advice is not wrong. It is just incomplete. What most guides skip is the part that determines whether any … Read more
The pitch is always the same. You need contacts. You need them quickly. And somewhere online, a vendor is offering you 50,000 verified, targeted email addresses for less than the cost of a single ad campaign. It sounds like a shortcut to growth. For businesses under pressure to scale their email marketing, understanding why buying … Read more
If you are sending the same email to every person on your list, you are not running an email marketing programme. You are running a broadcast. The distinction matters because your subscribers are not a single audience. They are a collection of people at different stages, with different needs, different buying histories, and different reasons … Read more