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 →
Have you ever filled out a form online, spotted a checkbox that was already ticked, and thought, “Hmm, I’ll just leave that as is”? You’re not alone. That tiny moment—when you don’t take action—isn’t laziness or inattention. It’s psychology in action. It’s called Default Bias, and it quietly nudges millions of people toward decisions they… keep reading →
Too many email marketers still rely on campaigns to deliver their message. This article encourages a mindset shift — from campaigns to conversations — helping brands create more relevant, respectful, and responsive email programmes that align with customer journeys, not just internal calendars or marketing pressure.