Most email strategies aren’t strategies at all. They’re well-organised, well-intentioned, and often quite impressive on paper. They include campaign plans, automation roadmaps, segmentation ideas, and testing schedules. There’s usually no shortage of activity, and plenty of effort has gone into deciding what to do next. But when you look closely, something is missing. There’s no… keep reading →
Most brands treat post-purchase emails as functional necessities. These automated emails are built into the purchase workflow and focus almost exclusively on the product and the buying experience. You see these emails in your own inbox: “Thanks for your purchase” “Your product is on its way” “Here’s an updated shipping schedule” “We just delivered your… keep reading →
Is any tactic more identifiable with email marketing than the discount? We start right at opt-in when we offer shoppers a discount for opting in as soon as they land on the home page. But is discounting the best tactic to drive more sales? No, it isn’t. In fact, it could hurt your brand’s long-term… keep reading →
Email marketing has been declared dead every time a new digital technology appears in all its shiny newness. And yet, email remains one of the most effective, profitable, and controllable digital channels available to marketers. But – and there’s always a “but” – so much of the promotional email that I see in my inboxes… keep reading →
I’ll start by saying something important. I love this brand Westman Atelier. I own the product. I use it regularly. I recommend it without hesitation. The quality is exceptional, the aesthetic is refined, and the marketing is consistently elegant. Recently, I received an email promoting their contour stick, and from a strategic standpoint, it’s beautifully… keep reading →