There are two reliable ways to increase ROI in email marketing: 1) Grow your email marketing list 2) Target your emails more effectively Most teams focus on the first. The smarter ones prioritise the second. Because better targeting doesn’t just improve conversions — it reduces waste. Fewer irrelevant emails. Fewer unsubscribes. Better engagement across the board. And … READ MORE »
Artificial intelligence is under scrutiny — and not quietly. From national newspapers to niche industry publications, criticism is mounting. The most common issue? Bias. AI systems are only as good as the data they’re trained on. When that data is flawed, incomplete, or skewed, the outputs follow suit. The result: decisions and content that can … READ MORE »
You'd expect a lot to have changed. A global pandemic. Remote working. Explosive digital growth. Surely email marketing statistics would look completely different today? Surprisingly… they don't. At least, not in the way most people would expect. The Big Surprise: Stability, Not Disruption When you scan industry reports from 2018 to today, one thing stands … READ MORE »
There’s a simple answer. And an unhelpful one. The best email frequency is the one that delivers the highest ROI. That’s it. Not very satisfying, is it? Because what works for one email marketing campaign can fail for another. The Problem: There Is No Universal Answer Marketers love benchmarks. “Send two emails a week.” “Stick … READ MORE »
Compliance isn’t exciting. Until it becomes urgent. For email marketing companies handling large volumes of personal data, compliance isn’t just a legal requirement — it’s part of your credibility. And while most focus on GDPR, there’s another area that’s often misunderstood or ignored: Freedom of Information (FOI). The Problem: Misunderstanding Your Obligations FOI doesn’t apply … READ MORE »
Data loss rarely feels urgent — until it happens. Your email marketing data sits quietly in the background, powering campaigns, segmentation, and revenue. It feels safe. It feels permanent. It isn’t. One failure. One breach. One missed backup. That’s all it takes. And when it goes wrong, it’s not just data you lose. It’s trust, … READ MORE »
AI is everywhere. Open your inbox, and you’ll see it: tools promising faster campaigns, smarter targeting, and effortless content creation. For email marketing, the appeal is obvious — speed, scale, and cost savings. But before you hand over your campaigns to artificial intelligence, it’s worth asking a simple question: what could go wrong? Because while … READ MORE »
Ask yourself a simple question: can your subscribers explain what your company does in one sentence? If the answer is "Yes", you're golden. But, if the answer is "probably not", you've got a problem. In email marketing, clarity isn't just a nice-to-have — it directly impacts trust, engagement, and retention. If subscribers don't understand who you … READ MORE »
AI is already part of email marketing — whether you're using it or not. It helps write copy, optimise send times, and personalise email campaigns. It also powers spam filters that decide whether your emails get seen at all. So the real question isn't "Will AI impact email marketing?" It's how to use AI without hurting results. Where … READ MORE »
A successful email marketing campaign doesn't start with design or copy. It starts with structure. Behind every high-performing email campaign is a clear process — one that keeps things focused, measurable, and repeatable. Without it, even the best ideas can fall flat. Start with A Clear Concept Every campaign needs a purpose. What are you trying to achieve? More clicks, … READ MORE »