Is any tactic more identifiable with email marketing than the discount? We start right at opt-in when we offer shoppers a discount for opting in as soon as they land on the home page. But is discounting the best tactic to drive more sales? No, it isn’t. In fact, it could hurt your brand’s long-term… keep reading →
Email marketing has been declared dead every time a new digital technology appears in all its shiny newness. And yet, email remains one of the most effective, profitable, and controllable digital channels available to marketers. But – and there’s always a “but” – so much of the promotional email that I see in my inboxes… keep reading →
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 →