System 1 & 2

Why emotions drive marketing decisions (even when we think they don’t)

What neuroscience, cognitive biases, and behavioural psychology teach us about creating campaigns that actually convert. The illusion of the rational buyer Marketers love data. We test headlines, optimise for conversions, and write “data-driven” copy, all assuming our customers are evaluating their choices rationally. But that’s not how the brain works. Emotions, not logic, drive most… keep reading →

AB testing let's users vote

It all starts with a hypothesis: the missing piece in most email testing

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 →

zero click marketing

AI Has Changed the Click: Why Zero-Click Marketing Is the New Normal

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 →