I teach email marketing that actually lands — and the systems behind it.
I didn't come up through marketing. I came up through infrastructure — SPF records, bounce logs, and the unglamorous question of why a perfectly good message ends up in spam.
That turned out to be the useful angle. Plenty of people can write a decent subject line. Far fewer can tell you why their open rate collapsed on a Tuesday, or what a feedback loop is actually reporting.
At Step By Step Lab I teach both halves: the craft of writing email people want to read, and the technical groundwork that makes sure it arrives at all. No growth hacks, no urgency theatre. Just systems you can inspect, measure, and repeat.
Authentication, reputation, and complaint rates explained in plain language — so you can diagnose problems instead of guessing at them.
Welcome flows, re-engagement, and lifecycle email built on clarity rather than pressure. Written to be opened again next week.
Honest acquisition, real consent, and disciplined hygiene. Slower to grow, dramatically harder to kill.
Deliverability is just respect, measured.
Practical, specific, and short enough to read before your coffee goes cold.
No spam. Unsubscribe any time — just reply and say so.