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 →
Ever opened an email, skimmed the copy, reached the call to action… and hesitated? Not because you weren’t interested. Not because the offer was bad. But because you weren’t quite sure what would happen if you clicked. So you didn’t. You closed the email, carried on with your day, and told yourself you’d come back… keep reading →
Most email marketers run A/B tests. Very few run hypothesis-led email tests, the kind that create real learning, consistent improvements, and long-term gains. If your testing feels random, inconsistent, or inconclusive, the problem isn’t your ESP or your design. It’s the missing piece most marketers skip: a clear, insight-driven hypothesis that leads the entire testing… keep reading →
Understand the foundations and what happens when just one cracks If your emails aren’t getting delivered, everything else in your marketing strategy becomes irrelevant. That clever subject line? Wasted. The gorgeous design? Never seen. The exclusive offer? Forgotten. To consistently reach the inbox, you need a strong foundation built on these three critical pillars: Infrastructure… keep reading →
The Wall Street Journal‘s recent story, “Companies are Desperately Seeking Storytellers,” lit up LinkedIn the day it was published in mid-December 2025. Marketer reactions were heated – and split right down the middle. Some commenters argued that organisations already have storytellers and simply need to give them the freedom to exercise their skills. Others celebrated… keep reading →