How Our Newsletter Services Works

A newsletter is run on an editorial calendar with a fixed cadence, because irregular sending damages both engagement and sending reputation. Each issue leads with the thing a reader would actually want and carries a single primary call to action. Templates are built for mail clients rather than for browsers: table-based structure, inline styles, a plain text alternative that stands on its own, alt text on every image, and a layout that still communicates with images blocked, which is the default state in many clients. Rendering is tested across major desktop, mobile and webmail clients before send, including dark mode where colour inversion commonly breaks logos and borders. Authentication is verified with SPF, DKIM and DMARC passing, and the list unsubscribe header is present alongside a working in-body unsubscribe. Lists are kept clean by removing hard bounces immediately and sunsetting long-term non-openers rather than continuing to mail them. Links carry UTM parameters read in analytics at the destination and are not rewritten through a tracking redirect, so no click tracking wrapper is applied.