Every marketer can generate competent copy. Few understand what actually changes behavior. Every week, I see articles promising the perfect AI prompt: The one that writes better emails, doubles conversions, and makes copywriting effortless. The model is new, but it’s just another version of the legendary silver bullet marketers have chased for years, the magical… keep reading →
AI can write email campaigns in seconds, but it can’t replace the strategy, judgement, and customer understanding that make them worth sending. Why is email marketing like being in a long-term relationship? Because when you ask your partner how they’re feeling, and they respond, “Fine,” you know that doesn’t always mean things are good. In… keep reading →
The most valuable email marketers know how to apply AI across automation, personalisation, analytics, testing, and customer journeys. Many marketers make the mistake of treating AI as a strategy. It’s not. AI is a tool, an accelerator, and, in some cases, a useful assistant. It can help you work faster, support ideation, and summarize data.… keep reading →
The email messages you send after a customer buys are just as important as the ones you send before the sale. That’s why I’ve focused on post-purchase messaging in my recent posts here. The point that runs through all of my advice is this: Your automated post-purchase workflow can build a stronger customer relationship –… keep reading →
I was looking at a subscription recently. The product made sense, the value was clear, and it was something I’d happily receive every month. And then I saw the delivery charge. It wasn’t huge. But it was enough to make me pause… and then question the entire decision. Because suddenly, it didn’t feel like a… keep reading →