Video Scripts, Review

Email AlmanacBrand Email (soon)

79 scripts written · 4088 questions

One video per Almanac question. Pick a topic to read and annotate its scripts (each topic is its own page, so your Hypothesis notes stay scoped to that topic).

001 Email Fundamentals

What is Email?79/79 scripts History of Email23 questions Why Use Email? (vs. Other Channels)29 questions Basic Email Components (To, From, Subject, Body)65 questions How Email Gets Delivered (End-to-End Flow)10 questions Email Address Structure and Standards8 questions Types of Email15 questions Email Infrastructure Overview (Light Intro Before Deliverability)11 questions Email Security Basics13 questions Email Ecosystem and Actors11 questions

002 Deliverability Overview

Overview of Deliverability Factors5 questions Core Concepts (Deliverability vs. Delivery)3 questions Sender Reputation (IP & Domain)7 questions Engagement Signals (Positive/Negative)5 questions Engagement Economics (Why it drives filtering)4 questions Inbox Placement (vs. Spam Folder)4 questions Mailbox Provider Filtering Logic5 questions Spam Traps (Pristine, Recycled, Typo)9 questions Throttling, Greylisting & Shaping5 questions

003 Authentication & Verification

SPF (Sender Policy Framework)25 questions DKIM (DomainKeys Identified Mail)28 questions DMARC (Domain-based Message Auth)33 questions BIMI (Brand Indicators for Message Id)20 questions ARC (Authenticated Received Chain)15 questions MTA-STS (Mail Transfer Agent Strict Transport Security)14 questions TLS-RPT (TLS Reporting)7 questions DANE / TLSA11 questions Identifier Alignment (SPF/DKIM vs DMARC)15 questions Forwarding Scenarios & ARC Reliance15 questions Key Management & Crypto Hygiene8 questions Common Authentication Issues & Myths14 questions Emerging & Advanced Topics7 questions

004 Metrics & Reporting

Open Rates23 questions Clicks & Engagement24 questions Conversions & Attribution22 questions Bounce & Delivery Metrics20 questions Complaint & Unsubscribe Metrics22 questions Delivery & Inbox Placement Reports11 questions Provider & ESP Reporting (Postmaster, SNDS, Webhooks)10 questions Engagement Depth & Quality10 questions Reporting Tools & Standards13 questions Data Integrity & Bias11 questions Benchmarks & KPIs9 questions Privacy, Compliance & Ethics in Measurement10 questions Advanced Analysis & Optimization10 questions

005 List Management & Hygiene

Purpose & Principles of List Hygiene12 questions Data Sources & Acquisition Risk18 questions Email Validation (Real-time, Bulk)19 questions List Cleaning & Scrubbing5 questions Suppression Management6 questions Bounce Handling & Definitions19 questions Email Risk Classification28 questions Domain & DNS-Level Checks14 questions Spam Traps & Abuse Indicators14 questions Re-engagement & Sunsetting (Engagement Hygiene)16 questions List Decay & Churn5 questions Compliance & Legal Hygiene11 questions Vendor Evaluation & Auditing10 questions Hygiene Strategy & Automation10 questions

006 Segmentation & Targeting

Purpose & Strategy of Segmentation13 questions Data & Criteria Sources for Segmentation10 questions By Engagement (Active, Inactive, Lapsed)15 questions By Demographics & Firmographics13 questions By Behavior (Purchase, Website)15 questions By Source of Acquisition3 questions By Lifecycle Stage4 questions By Content & Preferences9 questions By Geo, Locale & Time10 questions B2B vs B2C Segmentation10 questions Deliverability-Focused Segmentation10 questions Frequency & Cadence Segmentation9 questions Personalization Strategies5 questions Dynamic Content5 questions Testing & Optimization of Segmentation10 questions Automation & Maintenance of Segments10 questions Privacy, Ethics & Compliance in Segmentation10 questions

007 Content & Creative

Purpose & Strategy of Content10 questions Subject Lines & Preheaders17 questions Email Body & Copywriting17 questions Design & Layout (Responsive, Dark Mode)20 questions Images, GIFs, & Media19 questions Call to Action (CTA) Design16 questions Accessibility (a11y)14 questions Personalization & Dynamic Content in Creative15 questions Internationalization & Localization (Fonts, RTL)6 questions Deliverability & Spam-Filter Considerations in Content16 questions Testing, QA & Optimization of Content11 questions Compliance & Legal Considerations in Creative10 questions Brand & Visual Consistency10 questions AMP & Interactivity11 questions

008 Consent & Compliance

Foundations of Consent15 questions Legal Frameworks & Global Laws45 questions Opt-In & Subscription Models18 questions Unsubscribe Process & Requirements17 questions Preference Centers5 questions Privacy Policies & Data Handling3 questions Transactional vs Marketing Compliance10 questions Data Retention & Evidence15 questions Suppression Lifecycle (Legal vs. Ops)3 questions Subject Access Requests (SARs) / DSARs6 questions Data Provenance & Enrichment Risk5 questions Data Processing & Vendors Compliance10 questions Rights of Individuals (DSAR)8 questions Lawful Bases for Processing10 questions Monitoring & Enforcement10 questions Ethical Marketing Practices10 questions Special Compliance Cases10 questions Apple Mail Privacy Protection (MPP)6 questions

009 ESP & Infrastructure

Overview & Fundamentals14 questions Shared vs Dedicated IPs15 questions Domains, Subdomains & Routing13 questions Providers (ESP, SMTP, MTA)4 questions Mail Transfer Agent (MTA) Configuration5 questions IP Reputation & Management12 questions Sending Infrastructure & Queues13 questions Reading Email Headers19 questions Link & Image Infrastructure (CDNs, Trackers)21 questions Message Mechanics (MIME, Attachments, List-Unsub)9 questions ESP Architecture & Scaling13 questions Security & Infrastructure Hardening12 questions Troubleshooting & Diagnostics13 questions ESP Switching & Migration11 questions Hybrid & Custom Infrastructure12 questions

010 Cold Outreach & Sales

Fundamentals of Cold Email14 questions Compliance & Legal Risks14 questions Technical Setup & Infrastructure17 questions Prospecting & List Sourcing15 questions Sequencing & Follow-up15 questions Personalization at Scale5 questions Warm-Up & Reputation Management for Cold Email10 questions Reply Handling & Loops3 questions Copy & Content for Cold Email12 questions Multiple Domain Strategy4 questions Human-like Pacing & Variance4 questions Deliverability for Cold Outreach11 questions Tracking, Analytics & Measurement for Cold Email10 questions Cold Email Tools, Platforms & Automations10 questions Cold Email Reputation Recovery & Damage Control10 questions Warm-to-Cold Transition10 questions Ethics, Strategy & Best Practices for Cold Email10 questions

011 Spam Filters & Blocklists

Fundamentals of Spam Filtering17 questions Stages of Filtering10 questions Filter Types (Content, Reputation, AI)14 questions Filter Signals & Spam Scoring18 questions Content Filtering Triggers21 questions Blocklists - Overview21 questions Major Blocklists & Services39 questions Blocklist Prevention & Removal14 questions Corporate & Security Filters13 questions Filter Testing & Diagnostics12 questions ISP Filtering Logic Variations20 questions Engagement & Behavioral Signals in Filtering11 questions Myths, Misconceptions & Realities of Filtering13 questions

012 Reputation & Feedback Loops

Fundamentals of Reputation11 questions Domain Reputation15 questions IP Reputation13 questions Content Reputation10 questions Engagement & User Behavior Signals12 questions Sender Score & Reputation Monitoring6 questions Feedback Loops (FBLs)16 questions Complaint Handling & Mitigation7 questions Postmaster & Reputation Tools13 questions Negative Reputation Signals & Triggers12 questions Positive Reputation Signals10 questions Reputation Recovery Strategies10 questions ESP & ISP Roles in Reputation10 questions Cross-Domain & Brand Reputation10 questions Reputation Myths & Misunderstandings12 questions

013 Testing & Optimization

A/B Testing Fundamentals5 questions Multivariate Testing5 questions Statistical Significance6 questions Testing Subject Lines & Preheaders4 questions Testing Content & Copy3 questions Testing Design & Layout3 questions Testing CTAs (Call to Actions)3 questions Testing Images & Media3 questions Testing Personalization & Dynamic Content4 questions Testing Send Time & Frequency4 questions Testing Segmentation Strategies3 questions Testing Deliverability Factors3 questions Common Testing Mistakes6 questions Optimization Cycle4 questions

014 Automation & Triggers

Fundamentals of Email Automation10 questions Common Workflows (Welcome, Abandoned Cart)18 questions Behavioral Triggers4 questions Trigger Types14 questions Transactional Emails (vs. Marketing)5 questions Drip Campaigns vs. Journeys3 questions Timing & Frequency in Automation15 questions Segmentation & Personalization in Automation11 questions Event Hygiene (Idempotency, Duplicates)4 questions Deliverability & Automation11 questions Testing & QA for Automation12 questions Cross-System Automations12 questions Reporting & Optimization for Automation11 questions Compliance & Consent in Automation11 questions Advanced Automation Logic11 questions Common Automation Errors11 questions Automation Myths & Misconceptions10 questions

015 Bounces & Errors

Fundamentals of Bounces15 questions SMTP Error Codes & Meanings28 questions Common Bounce Causes19 questions Bounce Handling & Classification14 questions Policy, Reputation & Spam-Related Bounces18 questions Provider-specific Bounce Codes & Messages15 questions Bounce Management & Retry Logic4 questions Infrastructure & DNS Bounces12 questions Mailbox & Recipient-Level Errors11 questions Interpreting Bounce Messages (DSN)4 questions Bounce Impact on Deliverability12 questions Loop Prevention4 questions Bounce Testing & Monitoring11 questions Advanced Bounce Diagnostics & Troubleshooting12 questions Bounce Automation & Hygiene11 questions Bounce Myths & Misunderstandings10 questions

016 Inbox Placement & Monitoring

Fundamentals of Inbox Placement13 questions Inbox vs Spam Decision Process10 questions Seedlist Testing & Monitoring17 questions Testing Process & Interpretation17 questions Engagement-Based Placement11 questions Folder & Tab Placement (Gmail Promotions Tab)16 questions Monitoring Tools & Techniques12 questions ISP-Specific Placement Behavior13 questions Troubleshooting Placement Issues12 questions Inbox Placement Optimization12 questions Metrics, Reporting & Interpretation for Placement10 questions Advanced Inbox Research10 questions Deliverability Audits5 questions Inbox Placement Myths & Misconceptions12 questions

017 Technical Setup & DNS

Fundamentals of DNS for Email13 questions DNS Record Types (MX, A, TXT, CNAME)42 questions Reverse DNS (PTR Records)11 questions DNS Management & Propagation11 questions DNS Limits & Flattening6 questions DNS Checkers & Tools16 questions TTL Strategy4 questions Split-brain DNS Pitfalls3 questions DNSSEC & Security Enhancements10 questions DNS & Deliverability Correlations10 questions DNS Myths & Misunderstandings10 questions

018 Reputation Recovery & Troubleshooting

Fundamentals of Reputation Troubleshooting11 questions Identifying the Root Cause15 questions Immediate Triage Actions11 questions Diagnosing by ISP10 questions Blocklists & Reputation Databases20 questions Domain & IP Reputation Recovery21 questions Recovering from Spam Trap Hits5 questions Subdomain Isolation & Phased Migration14 questions Engagement-Based Repair10 questions Technical Diagnostics for Recovery10 questions Human Factors & Process Errors in Recovery10 questions Communication & Escalation during Recovery12 questions Measurement of Recovery4 questions Long-Term Recovery Strategy10 questions Case-Specific Troubleshooting Examples10 questions Tools for Recovery & Diagnostics10 questions Recovery Myths & Misunderstandings11 questions

019 Mailbox Provider Updates & Trends

Fundamentals of Mailbox Providers10 questions Gmail Updates & Filtering19 questions Yahoo / AOL Updates & Filtering15 questions Microsoft Updates & Filtering15 questions Apple iCloud Mail Updates & Filtering10 questions Smaller / Regional Provider Updates10 questions Bulk Sender Requirements (Gmail/Yahoo 2024)7 questions One-Click Unsubscribe (RFC 8058)5 questions Filtering Algorithms & AI Evolution12 questions Policy & Compliance Updates11 questions Monitoring Mailbox Provider Changes10 questions Interpreting Industry Announcements10 questions Future Trends & Speculation4 questions Future of Mailbox Filtering11 questions MBP Update Myths & Misunderstandings11 questions

020 Industry Standards & Best Practices

Fundamentals of Email Standards10 questions Technical Standards (RFCs & Protocols)15 questions Compliance & Certification Frameworks16 questions Sender Identification & Transparency10 questions Consent & Permission Practices12 questions Complaint & Feedback Management Best Practices10 questions Bounce & Error Handling Standards9 questions Frequency, Volume & Throttling Standards15 questions Data Hygiene & Suppression Standards10 questions Content & Design Standards12 questions Monitoring & Reporting Best Practices10 questions Ethical & Privacy Guidelines11 questions Industry Organizations (M3AAWG, CSA)9 questions Sunset Policies Revisited3 questions Future of Email Standards10 questions Standards Myths & Misunderstandings10 questions

021 Email Myths, Misconceptions & Misunderstandings

General Deliverability Myths19 questions List & Contact Myths18 questions Authentication Myths15 questions Content & Creative Myths17 questions Technical & Infrastructure Myths17 questions Engagement & Metrics Myths15 questions Compliance & Legal Myths15 questions Deliverability Fix Myths16 questions Cold Email Myths15 questions ESP & Tool Myths15 questions Data & Privacy Myths14 questions Strategy & Mythical “Hacks”15 questions Future & AI Myths14 questions

022 Email Ecosystem, Tools, Providers & Roles

Overview of the Email Ecosystem10 questions Mailbox Providers (MBPs)9 questions Email Service Providers (ESPs)14 questions SMTP & Infrastructure Providers15 questions Blocklists & Reputation Databases14 questions Security & Anti-Abuse Networks13 questions Certification & Whitelisting Programs12 questions Email Intelligence & Monitoring Tools15 questions List Hygiene & Validation Tools15 questions Analytics & Reporting Tools12 questions Testing & Rendering Tools12 questions Compliance & Privacy Tools12 questions Industry Roles & Professionals17 questions Industry Communities & Events15 questions Future of the Email Ecosystem10 questions

023 Email Security & Threats

Fundamentals of Email Security10 questions Spoofing15 questions Phishing19 questions Malware & Payload Attacks15 questions Spam & Bulk Abuse14 questions Domain Impersonation & Lookalike Attacks15 questions Credential & Identity Theft14 questions Ransomware & Extortion Emails13 questions Security Frameworks & Tools15 questions Detection & Response14 questions Human Behavior & Social Engineering13 questions Threat Intelligence & Data Sharing13 questions Security Awareness & Prevention11 questions Future of Email Security10 questions Security Indicators (Auth-Results)5 questions Brand Protection & Takedowns5 questions Abuse Desk Operations (ARF Reports)5 questions Compromised Accounts & Bot Signups7 questions