Notes
From the sending desk.
Placement, lists, and the scoreboard that actually funds a file. Written for MCA shops, not for a generic marketing audience.
The desk
Count completed applications, not opens
An open is a maybe. A funded file starts with statements on your tray. Here is why MCA shops should retire open rate as the scoreboard.
2026-09-01
Lists
What a list has to look like before we will fly it
Forty thousand rows is not the same as forty thousand usable addresses. The inbox type on each row decides whether the program can work.
2026-09-08
Placement
Why ordinary sending tools fade on MCA lists
Shared warmup pools and one-inbox blasts work on quiet B2B lists. Merchant cash advance is not a quiet list.
2026-09-12