A fundamental strength of email marketing is data.

We can test, measure, and test again to find the best path forward.

Split-testing and analytics tell us what works, what doesn’t, and how to optimise for results. To a great extent, this reliance on data is spot on.

But here’s the twist: sometimes, gut instinct can outperform statistics.

Why We Lean on Data

Email marketing thrives on testing.

Subject lines, CTAs, layouts, and offers — all can be honed through data. Each incremental improvement feels validated because we have numbers to back it up.

Yet, this can create what might be called the tyranny of statistics. We grow so dependent on the data that we forget to question whether the baseline itself is the best option.

Where Intuition Fits In

Every experienced marketer has felt it: the pull to ignore the numbers and follow instinct.

Call it intuition, gut feeling, or creative hunch — sometimes it sparks ideas that data alone can’t.

But here’s the catch: intuition should never replace data.

Instead, it should guide what you choose to test next.

Think of gut instinct as a source of hypotheses, not conclusions.

How to Balance Both

The beauty of email marketing is that testing intuition is risk-free.

By splitting your lists, you can trial instinct-driven changes against proven approaches.

If your gut was wrong, you’ve lost little.

If it was right, you’ve gained a new best practice.

Just remember: one correct hunch doesn’t mean intuition is predictive.

Always verify with data. And when it comes to legal compliance, trust the rules — never your gut.

The Takeaway

Rely on data to guide your campaigns, but don’t silence intuition.

Use it as a spark for new tests.

That’s where creativity and science meet — and where the best email marketing campaigns are born.