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Word to the Wise
We make email better.
We make email better.
Word to the Wise helps email marketers create more effective email messages, programs and infrastructures. We advise you how to skilfully navigate the constant business, technology, and policy challenges so your messages reach your customers.
We can help you with your email strategy, deliverability challenges and many other email issues.
What others say
Recent Articles
Changes happen, even if you don't keep up
- laura
- Sep 24, 2025
I cannot count the number of times I hear someone complain that they didn’t change anything and now their email isn’t delivering and why did this happen all of a sudden and how can they be blocked now when they weren’t blocked 3 months ago. Nothing changed, so why all of a sudden is mail failing?

Laposte.net will be requiring all email be authenticated
- steve
- Sep 4, 2025

Starting on September 9th laposte.net will begin requiring email to have valid, aligned authentication. Mail that isn’t authenticated will start to be delivered to the spam folder or rejected at delivery time.
Read MoreYahoo's mailboxes are full
- steve
- Aug 29, 2025
552 5.2.2 This message could not be delivered because the recipient’s mailbox is full. Please try again later or contact the recipient directly. See https://senders.yahooinc.com/smtp-error-codes#mailbox-full for more information
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Deliverability rules
- laura
- Aug 18, 2025
Hot Take:
Anyone who has to know exactly what the rules are for inbox delivery is trying to figure out how close they can get to violating the rules without negative consequences. Senders that comply with the spirit of the rules don’t care what the specifics of the rules are.
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Message-ID Syntax
- steve
- Aug 12, 2025
Our friends in the Email Geeks slack have recently started seeing sporadic rejections due to invalid Message-ID headers.
Read MoreDon't make your DNS TTLs too short
- steve
- Jul 21, 2025
DNS is a complex, distributed database built on top of an unreliable network that spans the world.
Read More