Holiday 2025 is shaping up to be one of the most psychologically complex shopping seasons we’ve seen in years. Shoppers are cautious. Budgets are tight. Brand trust has never mattered more. This is especially relevant for email marketers, where understanding buyer modalities can mean the difference between campaigns that feel generic and messages that truly… keep reading →
Two marketers share a mission: to give the email marketing industry the education it needs so its practitioners can enjoy the success they deserve. Marketing has changed. Email has changed. But the education supporting it hasn’t kept up. Over our combined decades in this industry, on conference stages, in company boardrooms, and at the front… keep reading →
We don’t decide rationally—emotion leads the way. This post explores what neuroscience and behavioural psychology reveal about how customers really choose, and how marketers can build campaigns that speak to the heart, not just the head. Use emotional cues and ethical biases to create marketing that actually converts.
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 →