Writing

Volley Rally field guides

Outbound email and call sequences for field teams.

Compliance

• CAN-SPAM, in the Words of Somebody Sending the Email

  The federal email rules are shorter than their reputation. Five requirements, one of which has a deadline, and none of which requires prior consent.

• The Do Not Call Rules an Outbound Team Has To Know

  The national registry is the famous part and the smallest. Internal lists, call hours, disclosures and records are where most violations actually happen.

Deliverability

• Why Your Email Went to Spam

  SPF, DKIM and DMARC decide whether a mailbox provider believes you are you. Everything after that is reputation, and reputation is complaint rate.

Outbound

• A Cadence, Not a Barrage

  Most outbound sequences fail at the second touch, where the sender repeats themselves. Spacing and variation matter more than the number of attempts.

• The List You Did Not Build

  A purchased list is somebody else's data with your reputation attached. The costs show up in deliverability and consent before they show up anywhere else.

• The Reply Is the Metric, Not the Open

  Open rates stopped measuring anything useful when mail clients began prefetching images. Replies and positive replies are the two numbers left.