What neuroscience, cognitive biases, and behavioural psychology teach us about creating campaigns that actually convert. The illusion of the rational buyer Marketers love data. We test headlines, optimise for conversions, and write “data-driven” copy, all assuming our customers are evaluating their choices rationally. But that’s not how the brain works. Emotions, not logic, drive most… keep reading →
Why hypothesis-driven testing transforms your email marketing strategy A/B testing in email marketing is everywhere. But truly strategic, insight-generating tests? They’re rare. Why? Because too often, marketers jump into testing without the one thing that turns a test from a gamble into a learning tool: a hypothesis. Without a clear hypothesis, tests become random stabs… keep reading →
One of the most common “shortcuts” I see in email marketing is this: Test two variants on 10% each of your audience. Send the winner to the remaining 80%. Sounds efficient, right? But in truth, this 10/10/80 split is a gamble. It cuts corners and can do more harm than good, especially if your goal… keep reading →
Persuasion should build trust, not break it. This blog post explores how ethical persuasion relies on empathy, transparency, and behavioural science to create long-term value and engagement — without resorting to manipulative dark patterns. Discover how marketers can influence responsibly while maintaining integrity and building customer relationships based on respect.
Part 2 of “AI Has Changed the Click: Why Zero-Click Marketing Is the New Normal” In Part 1, we explored how platforms are using zero-click design to adapt to consumer behaviour and drive it. Thanks to AI, users now get what they want (answers, offers, content) without clicking a single link. Nowhere is this more… keep reading →