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 »
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 »
What is email marketing segmentation? Email marketing segmentation (often referred to as list segmentation) is the process of dividing your subscriber list into smaller, more targeted groups based on shared characteristics. Rather than sending the same message to everyone, segmentation allows you to deliver relevant, personalised content to specific audiences. This is a core component … READ MORE »
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 »
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 »
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 »
Brand awareness is often positioned as a long-term investment in email marketing — but is it worth the time, cost and consistency it demands? A simple way to assess it is to weigh outcomes. On one side of the scale, stronger brand awareness supports recognition, trust, and repeat engagement. On the other hand, it introduces constraints that … READ MORE »
In email marketing, efficiency matters. You know it, we know it, everyone knows it. Margins are tight, teams are lean, and every added cost is scrutinised. So, it's no surprise that many SMEs avoid publishing a phone number altogether. But here's the tension: while removing phone support saves money, it can also erode trust — and trust … READ MORE »