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 »
Split testing (a.k.a A/B testing) shouldn't be reserved just when email campaign performance drops. In email marketing, consistent testing is how you improve results over time — not fix problems after they've appeared. A practical approach is to create a simple testing cycle: choose one element, test it, apply what you've learnt, then move on to the … READ MORE »
Is There a Difference Between B2C and B2B Email Marketing? At a glance, B2C and B2B email marketing may look similar. Both rely on strong subject lines, clear messaging and effective calls to action. But in practice, they operate very differently — and using the same approach for both is one of the quickest ways … 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 »
Is There an Optimum Design for Email Marketing CTAs? Short answer: No single CTA design wins every time. What works depends on your audience, your offer and the context of each campaign. The only reliable way to improve performance is to test deliberately and continuously. Why “Good Enough” CTAs Quietly Cost You Clicks? It’s easy … READ MORE »
Linking out is a small decision with an outsized impact. Every link in your email — whether it’s to a video platform, partner brand or social channel — signals association. For subscribers, that association can influence trust, brand perception and, ultimately, whether they click, convert or unsubscribe. So yes — email marketers should be deliberate … READ MORE »
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 »
We all keep an eye on what others are doing in email marketing. It’s part curiosity, part strategy. Subscribe to enough lists, and you start to spot patterns — good ideas tend to spread. One campaign does something clever, and a few weeks later, variations of it appear everywhere. That’s not a bad thing. Borrowing … 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 »