Why Personalisation Isn’t Always Straightforward Using “you” in email marketing is widely recommended. It creates a sense of direct address and can make content feel more relevant to the reader. In many cases, it works — improving engagement and making messages feel more personal. However, it’s not universally effective. Some subscribers find direct address overly … READ MORE »
There’s a moment every email marketer dreads. You send another newsletter. It’s well written. It’s on-brand. It’s… fine. And your subscribers react with silence. No clicks. No replies. Just that quiet, creeping sense of “we’ve seen this before.” That’s when your email marketing content needs something different. Something human. Something unexpected. That’s where interviews come … READ MORE »
Writing email copy looks easy — until you try to make it convert. You’ve got seconds to grab attention, make your point, and get the click. If your message isn’t clear immediately, it’s ignored. Or worse, deleted. That’s the reality of email marketing copywriting today. Why Most Email Copy Fails? The biggest mistake? Trying to … READ MORE »
Every email you send is a decision point. Will your subscriber click, buy, or unsubscribe? Or will they scroll on by? The answer depends less on the logic of your offer and more on the psychology behind their decision-making. The Power of Framing Imagine a butcher's sign: Steak — 85% lean. Steak — 15% fat. Same product. Different frame. One is … READ MORE »
A Shortcut to the Spam Folder A recent feature in Which? – that bastion of consumer trust – had a headline that should make any email marketer sit up: "Dodgy pricing tactics exposed". And they weren't pulling punches. In the wake of the Ticketmaster backlash and the growing spotlight on misleading pricing, this is the kind of attention … READ MORE »
Great email design gets attention. But great email copy gets clicks. If your message isn't clear, relevant, easy to act on and useful to the subscriber, even the best-looking email campaign will underperform. Why Copy Carries the Conversion? Subscribers scan. In a few seconds, they decide whether your email is worth their time. Thus, your … READ MORE »
Hyperbole won’t kill email marketing — but it can quietly damage your results. Subject lines packed with phrases like: “You won’t believe this” “Life-changing” “Must-have” “Revolutionary” are everywhere. And that’s exactly the problem. They’ve been overused to the point where subscribers no longer believe them. Why Clickbait Doesn’t Translate to Email? Clickbait might generate clicks … READ MORE »
If you want your email marketing campaigns to perform, you need more than information — you need emotion. Subscribers don’t open emails because they’re logical. They open them because something makes them feel. That emotional trigger — curiosity, excitement, reassurance, belonging — is what turns a subject line into an open, and an email into … READ MORE »
Have you ever wondered: "Why word choice alone won't make your email campaigns perform?" In email marketing, it’s tempting to believe that certain words guarantee results — free, new, save. Equally, some are treated as risky or negative and avoided altogether. In reality, this way of thinking misses the point. For any effective email marketing brand, performance doesn’t … READ MORE »
Everyone wants better results from email marketing. Most look for better tools. Better templates. Better timing. Few look at the words. That’s a mistake. Because in a crowded inbox, your copy does the heavy lifting. The Real Challenge: Saying More With Less Email copy isn’t about writing. It’s about cutting. You’ll always have more to … READ MORE »