Field notes from the inbox.
The same playbooks, frameworks and deliverability protocols we use to run client campaigns. Written by the team. No fluff, no recycled LinkedIn posts.
Recent writing.
Long-form pieces from operators on the team. Each one tied to a specific decision we made on a real campaign.
Cold email deliverability in 2026: the rules that actually matter
Google and Microsoft have quietly tightened sender requirements again. Here's what we changed across our domains in the last quarter — and what we stopped doing entirely.
StrategyThe four ICP mistakes killing your outbound
When campaigns die, the copy gets blamed first. Nine times out of ten, the copy is fine and the ICP is wrong. Here's the diagnostic we run on every new engagement before we write a word.
PricingPay-per-meeting vs retainer: an honest comparison
A founder asked us last week why we don't charge a retainer like everybody else. Here's the structural answer, the financial maths, and the cases where a retainer is actually the better fit.
CopyWhy opening lines should reference an action, not a flattering observation
"Saw you got promoted, congrats!" gets ignored. "Saw the new pricing page go live last Tuesday" gets a reply. The difference, why it matters, and ten openers we've shipped.
InfrastructureDomain architecture for sustained sending: how we set up new clients
A practical walkthrough of how we provision sending domains, how many we use per client, and the warm-up patterns we've found most stable across Google Workspace and Microsoft 365.
RepliesThe seven reply patterns that mean "actually, send me a calendar link"
Most cold-email replies aren't yes or no — they're polite resistance hiding interest. Recognising the patterns lets you reply correctly the first time and book the meeting.
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