When I was a young, aspiring writer I knew the first names of editors but was frightened of using them. My rejection rate gradually dropped as I fathomed what each one favoured. I was targeting my submissions before email marketing was invented. My next step was to predict the style of image each editor would … READ MORE »
Targeted email marketing is seen as the safe way of going about our business but it is not. Safe is a misnomer: it is anything but. If you do not take risks then you are risking your company. Any Google search using the words high street and closures will bring in hundreds of results. It … 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 »
What is email marketing segmentation? Email marketing segmentation (often referred to as list segmentation) is the process of dividing your subscriber list into smaller, more targeted groups based on shared characteristics. Rather than sending the same message to everyone, segmentation allows you to deliver relevant, personalised content to specific audiences. This is a core component … READ MORE »
A curious thing happened recently. A major cultural figure passed away (Tom Stoppard). Front pages reflected it — as you’d expect. Except one. The Observer gave its cover over to the story… and then chose to focus its editorial on something else entirely: A change in typeface. There’s a lesson in that. And not a … READ MORE »
In email marketing, trust sits at the centre of everything. Subscribers share personal data with the expectation that it will be used responsibly, not just effectively. That expectation goes beyond compliance — it’s about how your business behaves. Clear, well-defined core values can support that trust. Not as statements on a page, but as principles … READ MORE »
Short answer: yes — and the returns justify it If you’re questioning whether email marketing segmentation is worth the time, the answer is straightforward: it is one of the highest-impact activities you can invest in. More importantly, it’s not as complex or resource-heavy as many assume. For any effective email marketing brand, segmentation sits at … READ MORE »
Let’s get one thing out of the way. Yes, I’m biased. I believe in using every available marketing channel to build an audience — and I happen to like video. A lot. But even allowing for that, the numbers make a compelling case. Over 90% of businesses now use video as part of their marketing. … READ MORE »