You’re staring at two pricing plans. Plan A has 12 features. Plan B has 14. You pause. You hesitate. Suddenly, choosing the right option doesn’t feel simple at all. But, if you saw just one plan in isolation, you probably wouldn’t care about the two missing features. Welcome to Distinction Bias — a subtle cognitive… keep reading →
Most marketers know how to grab attention. Look at all of your tools: a killer hook, a strong pitch, a product your audience wants. Sharp copy, attention-grabbing images – it’s all there. So you send out your sure-winner campaign … and the results? Crickets. Nobody clicks. Nobody buys, signs up, or downloads. What went wrong?… 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 →
I’ve seen a wave of new SaaS platforms enter the market recently, all promising email marketers the holy grail: increased ROI. Their pitch? Smarter targeting. Tighter segmentation. Higher engagement. More clicks and conversions. But when you look under the hood, what many of these tools actually do is filter your audience so finely that you’re… keep reading →
Too often in email marketing, we see a tactic that worked for someone else and rush to replicate it — without asking if it fits our goals, audience or business context. Here’s why that approach rarely works as expected, and how to take a smarter, strategy-first path instead. The email that worked — and why… keep reading →