Tag: email marketing campaigns

Is Verbal Consent Valid for Email Marketing?

The short answer: yes — but it’s not ideal. Verbal (oral) consent can be valid for email marketing under UK data protection law. However, while it is legally acceptable in certain situations, it carries more risk than written or digital consent. For most businesses, it should be used with caution. What Counts as Valid Consent? … 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 »

Email Marketing Can Learn from The Observer

A curious thing happened recently. A major cultural figure passed away (Tom Stoppard). Front pages reflected it — as you’d expect. Except one. The Observer gave its cover over to the story… and then chose to focus its editorial on something else entirely: A change in typeface. There’s a lesson in that. And not a … 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 »

Common Email Marketing Data Mistakes to Avoid

Email marketing runs on data. Open rates. Clicks. Conversions. Behaviour. We measure everything. So you’d think we’d be excellent at using it. We’re not. Because the biggest problems aren’t technical. They’re human. The Illusion of “Having Data” Collecting data feels productive. It looks like progress. It feels like control. But data alone does nothing. It’s … READ MORE »

Keep Subscribers: Boost Email Marketing ROI

Getting subscribers feels like progress. Keeping them is where the profit is. Most businesses enter email marketing asking one question: What’s the return? They find the stats. Big ones. Impressive ones. Sometimes unrealistic ones. But strip all that away and one truth remains: Email marketing works. The real challenge? Making it keep working. The Mistake … READ MORE »

Steal or Innovate? Smarter Email Marketing Ideas

Every email marketer faces the same choice. Play it safe. Or try something new. One promises reliability. The other promises results. And somewhere between the two sits the real answer. The Safe Route: Proven Ideas Borrowing ideas works. If another company has tested something and it performs, why wouldn’t you use it? It saves time. … READ MORE »

When Social Media Hijacks Your Email Narrative

You launch a product. You tease it on social media. You expect excitement. Instead, you get speculation. And suddenly, your audience is telling your story for you. The Problem: You Don't Control The Conversation Social media feels like a powerful ally. It amplifies your message. It spreads awareness quickly. It costs very little. But it … READ MORE »

Personalisation = Email Marketing Success

Walk into a good local shop, and you’ll notice something immediately. They recognise you. They greet you by name. They remember what you bought last time. That feeling — “they know me” — is powerful. Now imagine your email marketing doing the same. Because in a crowded inbox, personalisation isn’t a nice extra. It’s what … READ MORE »

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