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Why your emails are landing in spam — and what to actually do about it
The real reasons inbox placement fails, explained without the jargon. SPF, DKIM, DMARC, and sender reputation demystified.
Read articleMetal Jelly is a specialist consultancy for email marketing, marketing automation, and marketing operations. Senior expertise across B2B and B2C — from strategy to inbox placement.
Pick the scenario that sounds most like you.
You have a pipeline problem and email isn't pulling its weight.
You're leaving revenue on the table and you know it.
Something's gone wrong and you need someone who actually knows email.
About
Metal Jelly is a two-person consultancy with 15+ years of combined experience in email marketing, CRM, and marketing operations. We've worked across both sides of the industry — client-side at fintech, B2B SaaS and e-commerce companies, and on the platform side at ESPs.
That breadth matters. We understand how inboxes actually work, not just how platforms claim they do. We know how to build programmes that perform — and how to fix ones that don't.
We work directly with you. No account managers, no juniors. You get senior practitioners from day one, whether it's a one-off audit or a long-term retainer.
Based in the UK. Working with clients globally.
Years of combined email & CRM experience
Depth on both sides of the market
Platform-side expertise from inside an ESP
Senior practitioners — always hands-on, never handed off
What we do
End-to-end email and marketing operations expertise — from channel strategy and automation to infrastructure and inbox placement.
We build programmes that drive results — from channel strategy and audience segmentation through to creative direction, copy, and rigorous A/B testing.
We design and build automated programmes that engage the right people at the right moment — lead nurture flows, onboarding sequences, re-engagement, and multi-touch journeys.
Inbox placement is infrastructure, not an afterthought. With platform-side experience from inside an ESP, we understand deliverability at a technical depth most consultants don't reach.
The plumbing behind great marketing matters. We audit your stack, run ESP selection and RFP processes, manage migrations, and fix the data problems that quietly undermine your programmes.
How we work
We fit around how you work — whether that's a defined project, an ongoing retainer, or a targeted piece of consultancy.
We start with a proper diagnostic — your current state, your goals, and the gaps between the two. No assumptions, no generic recommendations.
We deliver a clear plan and get to work. You stay involved as much or as little as you want — we're flexible to your team's capacity and ways of working.
We track performance rigorously, iterate fast, and make sure you understand what's working and why. Knowledge transfer is part of how we work.
Experience
We've worked across B2B and B2C, from early-stage startups to large enterprise programmes. Our platform experience spans most of the major ESPs — so we're not tied to any one tool, and we'll always recommend what's right for you.
Complex requirements, demanding audiences, high-stakes lifecycle programmes.
Trial-to-paid conversion, product-led growth, account-based nurture, RevOps.
Revenue automation: cart recovery, post-purchase, browse abandonment, retention.
High-volume sending, deliverability at scale, engagement-led segmentation.
Free offer
Not sure where to start? We'll review your current email programme and come back with a clear, honest assessment of what's working, what isn't, and where the biggest opportunities are.
Takes about 30 minutes of your time. Turnaround within one week.
Insights
The real reasons inbox placement fails, explained without the jargon. SPF, DKIM, DMARC, and sender reputation demystified.
Read articleMost B2B email programmes are missing the flows that would actually move pipeline. Here's what to build first.
Read articleThe questions to ask, the traps to avoid, and what the vendors won't tell you until you're already signed.
Read articleContact
Got a project in mind, a programme that's underperforming, or just want to explore what's possible? Tell us what's going on — we'll give you an honest view of how we can help.