Tag: Best Practice

Deliver a Simpler & Better Email Experience

Complexity Is Quietly Killing Performance There's a pattern across digital products: they start strong, then slowly become harder to use. More features. More layers. More friction. Over time, quality drops. Email marketing is not immune. When email campaigns underperform, the instinct is to add more personalisation, more automation, more design. But in most cases, performance isn't suffering … READ MORE »

The Only Email Marketing Rule That Matters

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 »

Are Your Marketing Emails Accessible?

Here’s a question most don’t ask: Can all your subscribers actually read your emails? Not skim. Not struggle through. Read them — comfortably. Because if they can’t, they won’t. And if they won’t, they’ll leave. Accessibility Isn’t Optional There are established guidelines for digital accessibility, including the WCAG standards. They exist for a reason. Not … READ MORE »

Using Familiarity in Email Marketing

People don’t always choose what’s best. They choose what they recognise. You can show someone a better tool, a faster option, or a safer alternative — but if it feels unfamiliar, they hesitate. More often than not, they go back to what they know. That instinct matters in email marketing more than most realise. Because … READ MORE »

Don’t Blindly Follow Best Practices Or Rules

Anyone new to email marketing would, no doubt, search online for best practices in order to ensure they make as few mistakes as possible in their introduction to our craft. However, it is all but impossible to be prescriptive. The number of ‘You must do this’ and ‘You must not do this’ are very few … READ MORE »

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