$ man basics-beat-hacks

The Basics Beat the Hacks Every Time

The principle that fundamental email infrastructure (domains, DNS, warmup, per-inbox limits, rotation) consistently outperforms clever tricks, shortcuts, and "growth hacks." The basics aren't sexy. They're just what works.

Every week I see someone on LinkedIn promoting a new deliverability hack — custom SMTP headers, invisible tracking pixel tricks, AI-generated unique snowflake emails, inbox rotation algorithms. Most of it is noise. The campaigns that actually deliver consistently are the ones with properly configured DNS, warmed domains, reasonable sending limits, and clean data. No hack compensates for bad infrastructure. But good infrastructure makes average copy deliver.

Before I optimize copy, test subject lines, or experiment with send times, I verify the basics. Are DNS records configured correctly? Has the domain warmed for at least 2 weeks? Are per-inbox limits set appropriately? Is the bounce rate under 5%? Is the data clean? If any of those answers is no, I fix the basics first. I don't add complexity on top of broken fundamentals. Fix the plumbing before you decorate the house.