Over-segmentation may look smart on paper, but it often sacrifices revenue for vanity metrics. Chasing opens and clicks narrows your audience and risks missing buyers. Discover why broadening your net, nurturing your full list, and rethinking what “good” email marketing looks like can unlock growth and sustainable results.
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 →
Not all winning email campaigns should be copied. This post explains why mimicry misses the mark and how strategy — not trends — leads to long-term success. Learn to ask better questions, understand the context, and build email programmes grounded in goals, not guesswork or someone else’s results.
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 →