List health is email marketing 101, but let’s be real—how often are you actually doing it? 🤔 Let’s fix that with three game-changing tips to keep your list squeaky clean and your emails landing in inboxes, not spam folders. 🚀 1. Permission is EVERYTHING. Only email people who’ve explicitly said, “Yes, I want your emails!” Don’t scrape LinkedIn contacts or buy dodgy data. Not only is that a GDPR nightmare, but it’ll tank your deliverability faster than you can say “spam folder.” A spam complaint here, a bounce there—before you know it, your email tool bans you. Stick to consent—it’s sexy and effective. 2. Validate those emails. Forget double opt-in—it kills conversions. Instead, use email verification tools. They catch fake addresses and bots before they pollute your list. Pro tip: if you’re sharing a lead magnet, email the download link rather than showing it on the form submission page. No real email, no freebie. 💡 3. Ruthlessly prune your list. Cold subscribers (those ignoring you for 90+ days)? Delete. Bounced emails? Delete. Unsubscribed? Gone. Keeping disengaged contacts doesn’t just cost you money on platforms like Mailchimp—it tanks your sender reputation. And if your reputation dips, your deliverability follows. Bye-bye inbox visibility. Prune weekly or monthly—make it a habit. ✂️ These small steps protect your list, your wallet, and your reputation. Keep it clean, keep it lean, and watch those open rates soar. Let’s do this! 👊

The classroom in the lab is growing by the week, a huge thank you for your support so far, and for giving me such amazing feedback on my courses and content, it means a big deal x

Just dropped a free intro course on my 4 Cs Flywheel™ Check the classroom! 🔥🔥🔥

My furry friend is trying to stop me recording videos for you!

Back in 2019, I collaborated with some of the biggest names in email marketing to produce a guide called 'The future of email'. Looking back at this now feels like reading Nostradamus... did we get it right? Throughout 101 pages, we explored some hot topics, and some which quite frankly are outdated due to advancements in AI and tech generally. In the coming weeks, I'll be recording some short video reviews of some of the topics raised to ask... were we right? For now.. sit back and enjoy!