Blog
Notes from the
honest side of email
Deliverability, honest analytics and outreach craft — written in plain language, with no growth-hack snake oil.
Earlier articles
253 articles
StrategyAnalysis9 min
A defense giant's data breach shows exactly what makes phishing convincing now
RTX Corporation disclosed a breach exposing real employee and customer records — and a preview of how accurate stolen data supercharges phishing.
StrategyAnalysis7 min
Why small outbound teams keep beating big SDR floors
36% of B2B software companies cut SDR headcount in 2025 while output held. The per-rep math behind why lean outbound teams often outperform large ones.
Strategy10 min
Your spreadsheet doesn't know who replied yesterday. A segment does.
Static lists are a snapshot from the day you built them. Dynamic segments update as people reply, click, or go quiet — here's how that works in Norbelys.
StrategyField note6 min
How agencies win new clients without a full-time business development hire
Referrals dry up eventually. Here's how small marketing and creative agencies run their own cold email pipeline instead of waiting for word of mouth.
DeveloperAnalysis7 min
Every agent you connect needs its own credential. Nobody's inventory keeps up
GitGuardian's 2026 report found an 81% surge in AI credential leaks and thousands of exposed MCP secrets. Fix: dedicated keys, scheduled rotation, a real inventory.
Compliance7 min
Do you have to tell people they're talking to an AI? The EU's answer
From August 2, 2026, EU users must be told at the first message that they're talking to an AI. What counts as real disclosure, and what doesn't, concretely.
StrategyAnalysis7 min
The average B2B inbox gets 120+ sales emails a week — do the math on that
Sopro's 2026 research puts the average B2B buyer at 120+ sales emails a week. At that volume, sending more isn't a strategy, it's arithmetic working against you.
StrategyAnalysis7 min
Does the month you send cold email in matter more than the day or the hour?
A 2025 study found reply rates swing from 0.54% in February to 0.35% in December — a bigger gap than published day-of-week or send-hour differences show.
ComplianceAnalysis5 min
Chatbot disclosure is now binding law. Here's the implementation checklist
Article 50 of the EU AI Act is enforceable from August 2, 2026. If you ship an AI chat feature, here's what to build this quarter — the punch list.
Deliverability10 min
Check this number before you check your reply rate
Reply rate tells you how last week's campaign performed. Domain health tells you whether next week's campaign will even reach the inbox. Here's what feeds it.
Strategy6 min
You don't need 500 emails a week, you need five good replies
Independent consultants don't need blast volume — just a handful of well-targeted replies a week. Why a small list needs a different setup, not less effort.
Deliverability8 min
"Delivered" doesn't mean anyone saw it. Here's the actual gap.
A 250 OK response only confirms a server accepted your message. Between that and a human actually reading it sit at least three more invisible steps.