We recently provided an introduction to using video in email marketing. However, such basics were probably not enough to convince you to spend all that money on what for you is an untried process. You will have been put off by the costly kit, new skills required, all the technical knowledge, the expense, a lot … READ MORE »
Reducing churn in email marketing isn’t just about spotting who might unsubscribe — it’s about acting early and staying relevant throughout the subscriber lifecycle. Retaining subscribers is consistently more cost-effective than acquiring new ones, but it requires a proactive, data-led approach. Set the Right Expectations from Day One Early churn often comes down to a … READ MORE »
Segmentation is at the heart of effective email marketing. While demographic data provides a useful starting point, it is behavioural, location and psychographic segmentation that truly unlock personalisation — and with it, stronger engagement, higher conversions and improved ROI. Understanding how and why your subscribers act allows you to move beyond broad targeting and deliver … READ MORE »
What is demographic segmentation? Demographic segmentation in email marketing is the process of grouping subscribers based on shared personal characteristics. These typically include: Age Gender Income (or disposable income) Occupation Nationality Marital status Family size Used correctly, demographic data helps you deliver more relevant, targeted campaigns — an essential part of any effective email marketing … READ MORE »
The only rule that matters: test what actually works Email marketing advice is everywhere. Best send times. Ideal subject line length. Proven templates. “Do this, don’t do that.” And yet, the truth is simpler — and far more useful: There are no universal rules in email marketing. Only results. If something works for your audience, it’s … READ MORE »
Free email marketing templates are one of the most accessible tools available to SMEs. They reduce design costs, speed up production, and eliminate the need for an in-house design team. But how effective are they – really – and how often should you be changing yours? Let's break it down. Templates vs Custom Design Teams: … READ MORE »
Getting a B2B email opened isn’t about luck. It’s about understanding how decisions are actually made inside businesses. Because, unlike B2C, you’re rarely emailing one person. You’re emailing a process. The Reality of B2B Inboxes In B2C email marketing, the person who opens the email is often the decision-maker. In B2B, that’s rarely the case. … READ MORE »
AI is already part of email marketing — whether you're using it or not. It helps write copy, optimise send times, and personalise email campaigns. It also powers spam filters that decide whether your emails get seen at all. So the real question isn't "Will AI impact email marketing?" It's how to use AI without hurting results. Where … READ MORE »
In 2008, United Airlines broke a musician's guitar. He tried calling. He emailed. He begged. They ignored him. So, he did what any frustrated customer with a guitar and a grudge might do – he wrote a song. "United Breaks Guitars" went viral, racked up millions of views, and torched the airline's reputation overnight. Moral of the … READ MORE »
Want more people to open, read, and love your email marketing newsletter? Start by asking yourself: what’s actually in it for them? There’s no shortage of newsletters out there – some brilliant, some painfully dull. The difference almost always comes down to relevance, clarity, and value. Here’s how to make sure yours stands out for the … READ MORE »