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 →
Part 1 of a 2-Part Series on AI, Zero-Click Marketing & Email Strategy Welcome to the Zero-Click Marketing Era! Thanks to AI, the rules of digital engagement are shifting quickly. AI-powered platforms like Google, Instagram, LinkedIn, and Gmail are reshaping how users interact with content. The result? More often than not, your audience sees your… keep reading →
Email marketers have embraced personalisation and AI—but testing tools remain stuck in the past. This blog dives into the limitations of current A/B testing in email, why it matters, and how Holistic’s AI-powered approach could finally close the gap between email and CRO maturity.