# Necify Lab

> Lead generation and demand marketing


## Posts

- [What a verified email actually means](https://necify.com/what-a-verified-email-means/): Verification tells you an address exists. It does not tell you the person still works there, and the difference matters more than the bounce rate.
- [Agree the target before anyone writes a word](https://necify.com/agree-the-target-first/): Most campaigns that underperform were aimed badly, not written badly. The fix happens before the copy, or it does not happen.
- [Meetings booked is the wrong number to chase](https://necify.com/meetings-booked-is-the-wrong-number/): Pay anyone per meeting and you will get meetings. Whether anybody in them intended to buy is a separate question.
- [Never send cold email from your company domain](https://necify.com/never-send-cold-email-from-your-domain/): The cheapest decision in an outbound setup is also the one most likely to stop your invoices arriving six months later.

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