Tag: Email Data

Email Engagement & Listening to Subscribers

If you want to succeed in email marketing, one truth stands above all others: listen to your subscribers. Data from your campaigns is valuable — open rates, click-throughs, conversions — but it only shows how people reacted to what you’ve already done. If you stop there, you’re flying blind. Your competitors are running the same … READ MORE »

Protect Email Marketing Lists: ICO Security Tips

Data is the lifeblood of email marketing. Your subscribers trust you with personal information, and safeguarding that data isn’t just compliance — it’s essential for your business’s reputation and profitability. The UK’s Information Commissioner’s Office (ICO) provides clear guidance on what’s expected. Ignoring it can be costly. Why Data Security Matters in Email Marketing A … READ MORE »

Misconceptions About Email Marketing

You know what gets a bad rap? Email marketing. Tell someone your work in email marketing and watch their face shift somewhere between confusion and mild judgment – like you just confessed to writing junk mail for fun. Why? Because despite its ROI-crushing performance, email marketing is still wildly misunderstood. And that's exactly why it's time … READ MORE »

Email Compliance: DUAA 2025

Email marketing doesn't exist in a vacuum. It operates within a strict and ever-evolving legal framework. The latest edition to the email compliance framework is The Data Use and Access Act 2025 (DUAA), which received Royal Assent on 19 June 2025. While the DUAA does not replace the UK GDPR, the Data Protection Act 2018 (DPA) and … READ MORE »

Segment or Stagnate?

Marketing to everyone is the fastest way to convert no one. There's no such thing as an "average" subscriber. Trying to write emails that appeal to everyone on your email list is like sending one text to every contact in your phone – your grandma, your accountant, your gym buddy – and expecting them all to click "buy … READ MORE »

Should you anonymise email data?

We recently covered what personal data is, albeit in the form of a brief overview, and there is a lot more to it than can be covered in 500 or so words. Come to that, 1000 words. It’s involved. It’s complex. It can get you into severe trouble with the ICO. It can cost you … READ MORE »

Can Email Marketing Data Be Too Good?

One of email marketing's greatest strengths? Data. It's instant. It's reliable. It's rich. Best of all, it's yours – not something your competitors can get their hands on. But here's the catch: there's a lot of it. And while data is powerful, too much of it can be paralysing if you don't know where to start. Open rates, click-throughs (CTR), conversions, … READ MORE »

Is Your Email List Personal Data Under UK GDPR?

Spoiler: it probably is. And that matters – a lot. Because if your email marketing list contains personal data, then UK GDPR rules apply. That means obligations, responsibilities, and a serious risk of fines or claims if you mess it up. If that gave you a mild adrenaline spike – good. You're paying attention. What Is Personal Data, Really? The … READ MORE »

Email Marketing: Data vs Gut Instinct

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 … READ MORE »

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