Getting subscribers feels like progress. Keeping them is where the profit is. Most businesses enter email marketing asking one question: What’s the return? They find the stats. Big ones. Impressive ones. Sometimes unrealistic ones. But strip all that away and one truth remains: Email marketing works. The real challenge? Making it keep working. The Mistake … READ MORE »
Every now and then, newspapers wheel out a timeless lament: "Nobody says thank you anymore." Whether ot not that's true, one thing is certain in email marketing… If you're not saying thank you — you're missing a golden opportunity. Not just to be polite. Not just to stand out. But to actually boost ROI. And the best part? It's nearly effortless. … READ MORE »
The heading on a just published magazine, ‘How to Save Money Now!’ was identical to the Subject Line of a newsletter that dropped into my inbox. It’s as if they are trying to tell me something. There’s been little in the way of a counter-argument to the accepted premise that we are dropping into a … READ MORE »
The UK has one of the lowest ‘buy locally’ beliefs in the world; for food products it is 51% compared to 63%. It has been suggested that this will change post Brexit. If you have British-made products in your lists, now is the time to start planning email marketing campaigns. Whilst buying British is often … READ MORE »
Is There a Difference Between B2C and B2B Email Marketing? At a glance, B2C and B2B email marketing may look similar. Both rely on strong subject lines, clear messaging and effective calls to action. But in practice, they operate very differently — and using the same approach for both is one of the quickest ways … READ MORE »
Is There an Optimum Design for Email Marketing CTAs? Short answer: No single CTA design wins every time. What works depends on your audience, your offer and the context of each campaign. The only reliable way to improve performance is to test deliberately and continuously. Why “Good Enough” CTAs Quietly Cost You Clicks? It’s easy … READ MORE »
Linking out is a small decision with an outsized impact. Every link in your email — whether it’s to a video platform, partner brand or social channel — signals association. For subscribers, that association can influence trust, brand perception and, ultimately, whether they click, convert or unsubscribe. So yes — email marketers should be deliberate … READ MORE »
If you’re running email marketing campaigns, personal data isn’t a side concern — it’s the engine behind everything you do. From list building to segmentation and automation, your results depend on how well you collect, manage and use subscriber data. Done properly, it drives engagement and ROI. Done poorly, it creates risk — both legal … READ MORE »
We all keep an eye on what others are doing in email marketing. It’s part curiosity, part strategy. Subscribe to enough lists, and you start to spot patterns — good ideas tend to spread. One campaign does something clever, and a few weeks later, variations of it appear everywhere. That’s not a bad thing. Borrowing … 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 »