My Mum forgot the code to her key safe. I just opened it after watching a lock-picking tutorial on YouTube & will henceforth only answer to the name ‘Fingers’ O’Brien.

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Agreed, and the measurable version is sunsetting. Most lists still mail people who haven't opened in a year because list size is the number that gets reported. Cutting them lifts inbox placement without touching a single DNS record. The hard part is political, not technical.

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List hygiene is where the gap shows up for us. Everyone agrees on sunsetting inactive subscribers, almost nobody schedules it. It only happened once it became a recurring calendar task with a named owner. Deliverability improved more than any subject line rewrite ever did.

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Climbed Arthur's Seat for the first time today. Gorgeous views of the beautiful city of Edinburgh and beyond.

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Complaining about nightlife when you *checks notes* choose to live in Soho is like living in South Kensington and complaining about the museums. Or moving to Hackney and grumbling about creatives. Living in Richmond and hating green space. It's all getting a bit silly, isn't it?

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