About
I’ve spent a decade as a deliverability specialist. Small companies, big enterprises, teams with budgets, teams without. I built Review My Emails so I could keep doing that for more people than my calendar allows.
Litmus Coach Award 2020 · MARsum Top 100 · Best Business Award 2022 · Lenovo Twinning Finalist 2026
01Her story
Over a decade ago I landed at a small Canadian ESP called Cakemail, where Kevin Huxham became my first real mentor in this industry. He showed me what good sending actually looked like from the inside, and I left that job convinced most of the email world had no idea what it was doing. Everything I’ve built since has been an attempt to close that gap.
I became the back-of-their-mind voice when deliverability went sideways. The one teams call when their open rate dropped, when their domain landed on a list, when nothing made sense.
What I realized over time was that the list was the biggest snitch. If your list was full of people who never engaged, didn’t remember signing up, or were never going to buy from you, every other deliverability problem was downstream of that. And list cleaning was the one thing every sender would actually pay for, because the math is obvious: why send to an address that doesn’t exist? So I started cleaning lists by hand. The patterns automation misses are the ones that bite.
What I figured out, and what most validators still miss: getting deliverability right means combining three things at once. The technical “does this email exist,” the engagement signal of “do people want the email, or will they engage with it,” and the business context of “what are you trying to accomplish.” Miss any one and you’re guessing.
I gave a lot of it away. The SOS Hotline, anyone with a deliverability emergency, no charge, for years. The free Email Almanac. The free tools. Quiet reports that helped someone land a job or push back on a bad sender. Hundreds of hours a year given away. I love that part.
Most of my paying customers came from people I helped before they had budget. That is not a funnel. It is just how I ended up here.
That is why Review My Emails exists. The paid product, cleaning your list today and understanding it over time, is what funds the free mission, so the generosity does not run out when I do. You get my judgment, built into a tool. I get to keep helping the people who cannot afford a six-figure consultant.
Big-budget intelligence at small-budget access. That’s it.
02On the record
Don’t take my word for it. Here is how a peer in the industry put it.
“Email deliverability is a mouthful of syllables, but it becomes nearly poetic in the hands of Yanna-Torry Aspraki.”
Dr. Matthew Dunn, Founder & CEO, Campaign Genius
And how Google’s AI describes me, unprompted
“The thing that distinguishes Yanna-Torry Aspraki is her focus on strategic, human-led context rather than binary algorithms.”
Google AI Overview · ask Google yourself ↗
03What we believe
Enterprise teams have had domain reputation data and receiver-side signal for years. Everyone else gets told to “clean their list” with a tool that only checks if the address exists. That gap is the reason this exists.
This is the hill I die on. An address can pass every syntax check and still hurt your reputation. A disposable signup, a known complainer, a dead domain, a mailbox routed straight to a junk bucket. Valid is the starting line, not the finish.
Whether to send to an address is a reputation question, not a syntax question. A recently-engaged subscriber on a dirty-list ESP can be safer than a perfectly-valid address that has not opened anything in two years. Build the decision on engagement first, validation second.
There are 11 free tools on this site. No signup walls, no “upgrade to see your results.” If you just need to check an SPF record or read a DMARC report, you should not have to pay for that. We charge when you need the full picture of your list, not before. And when there’s a paid tool you actually need but can’t afford, ask. Sometimes there’s a free tier we can help you set up, sometimes there’s a partner we can point you to, sometimes we’ll just walk you through what to look for. The mission isn’t just our tools. It’s making sure smaller senders never get locked out of deliverability because of price tags.
I will never hand you a red-and-green list and call it done. Every verdict comes with the reason behind it: what we checked, what we found, and why we say keep, monitor, or suppress. Context is where the nuance lives, and the nuance is where the decision lives or dies. The same address can be Keep for one sender and Suppress for another. That’s why every verdict comes with reasoning, and why I’m one message away when context flips the answer.
Three signals at once. This mailbox opened twice last quarter, then went quiet for 74 days. Decay, not death. The domain moved mailbox providers in April, so the old reputation does not carry over. And subscribers who joined the same way, same webinar, have started marking us spam. A validator sees none of it. Do not suppress yet. Move this cohort into a re-engagement flow, pull what they opened and how they signed up, and let their next real click decide. Silent through the flow too, then suppress.
Every address. Every verdict. Every reason.
The whole approach is simple to say. Trust beats tactics™.
04The team
Co-founder & Chief AI Officer
Built the reasoning layer behind the verdicts. Not the kind of AI that writes your emails for you. The kind that reads dozens of signals per address and explains, in plain English, why one is risky and what to do about it.
Co-founder & CTO
Runs security and Google Cloud infrastructure. Keeps the app protected and the platform humming, so the engine that checks millions of addresses stays fast, safe, and reliable.
Backend Developer & QA
Builds the backend, then tries to break it. Tests every path and checks every edge, so what we ship is actually right.
Operations
Runs the things that make every customer feel handled. Makes sure no question gets dropped and every customer leaves understanding what we did.
Director of Business Development
Connects with the people who come to us. Helps them figure out whether we’re the right fit, and stays close once they’re customers.
Brand Educator & Deliverability Advocate
The voice that meets senders where they are. Turns hard deliverability rules into something you can actually use, minus the jargon.
First Mate & Spam Patrol
A Pomeranian with strong opinions about the mail carrier and zero tolerance for junk. Keeps morale high and the inbox honest.
Team portraits are on their way. The placeholders are the founder, in black and white.
New questions, deliverability shifts at Gmail and Outlook, and any tool that landed since the last issue. No fluff, no upsell.
You just read how the whole thing works, signed by the person who built it. That’s not a mystery. It’s a name you can reply to.
Upload the list. I’ll sign the report.
Yanna-Torry Aspraki
Founder, Review My Emails
