Author: Jonathan Pay

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  Sep 8, 2026

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  Blog, Lifecycle

  The Sale Is Not the End of the Journey. It’s the Start of the Next Decision

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  Sep 1, 2026

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  Blog, Lifecycle

  Stop Sending One Re-Engagement Campaign to Every Dormant Subscriber

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  Aug 25, 2026

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  Blog, Lifecycle

  Your Lifecycle Emails Are Automated. But Are They Customer-Led?

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  Aug 18, 2026

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  Blog, Lifecycle, Strategy

  Your Unsubscribes May Not Be an Email Problem

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  Aug 11, 2026

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  Blog, Strategy

  Your Discount Strategy May Be Optimising the Wrong Behaviour

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  Aug 4, 2026

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  Blog, Distributed Marketing

  Local marketing at scale: how to give teams freedom without losing control

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  Jul 28, 2026

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  Blog, Lifecycle

  Personalisation Is Not a Merge Tag. It’s a Judgement Call.

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  Jul 21, 2026

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  Blog, Lifecycle

  Your Customer Sees One Brand. Your Systems See Three

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  Jul 14, 2026

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  Blog, Lifecycle

  You’re Not Building Loyalty. You’re Building Habits.

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  Jul 7, 2026

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  AI, Blog

  AI made email marketing easier. It needs us to make it better.

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  Jun 30, 2026

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  Blog, Lifecycle

  The Click Is Becoming a Smaller Part of Email’s Value

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  Jun 23, 2026

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  Blog, Distributed Marketing, Foundation Courses

  Distributed marketing: how to scale local relevance without losing brand control

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  Jun 16, 2026

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  Blog, Psychology

  That’s the Whole Bloody Point

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  Jun 9, 2026

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  AI, Blog

  Is AI Slowly Making Your Email Programme Forgettable?

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  Jun 2, 2026

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  AI, Blog

  The future email marketer is not an AI prompt writer

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  May 26, 2026

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  Blog, Psychology

  The New Bait-and-Switch: When Stolen Influencer Content Sells You Something Else

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  May 19, 2026

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  Psychology

  The Social Proof Heuristic: Why “Everyone Else Is Doing It” Is More Powerful Than We Like to Admit

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  May 12, 2026

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  AB Testing

  Your email A/B test winner might be lying (and it’s costing you)

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  May 5, 2026

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  Psychology

  The Recognition Heuristic: Why Familiarity Wins More Often Than We Realise

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  Apr 28, 2026

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  Psychology

  The IKEA Effect: Why We Value What We Help Create (And What That Means for Your Emails)

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  Apr 21, 2026

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  Design

  The Fluency Heuristic: Why “Easy” Wins More Clicks Than “Clever” Ever Will 

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  Apr 14, 2026

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  Buyer Modalities

  The post-purchase moment where loyalty is won or lost

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  Apr 7, 2026

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  Blog

  Why Your Shipping Strategy Might Be Costing You More Than You Think

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  Mar 31, 2026

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  Blog, Intermediate Courses, Strategy

  Your hardest-won customer is also your most fragile

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  Mar 24, 2026

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  Intermediate Courses, Strategy

  You Don’t Have an Email Strategy. You Have a To-Do List

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  Mar 10, 2026

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  Blog, Lifecycle

  6 post-purchase moments that shape customer lifetime value

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  Feb 28, 2026

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  Blog, Ecommerce

  Why store credit can beat discounts to persuade customers to buy

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  Feb 17, 2026

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  Blog, Design, Psychology

  What TikTok gets right about attention and what email overlooks

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  Feb 17, 2026

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  Buyer Modalities, Buyers Mind, Intermediate Courses, Psychology

  Psychology First: Why Buyer Modalities Matter More Than Your AI Tool

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  Feb 10, 2026

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  Advanced Courses, Copywriting, Design, Ecommerce, Foundation Courses, Intermediate Courses, Psychology

  The Cheerleader Effect: Why Things Look Better in Groups (and How to Use That in Your Emails)

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  Feb 3, 2026

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  Blog

  The Cost of Over-Segmentation: Why Your Email Strategy Might Be Sacrificing Revenue for Vanity Metrics

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  Jan 27, 2026

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  Blog, Deliverability, Foundation Courses

  The Three Pillars of Email Deliverability: Infrastructure, Reputation, Engagement

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  Jan 20, 2026

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  Blog, Business Case, Copywriting, Psychology, Strategy

  Companies Aren’t Looking for Storytellers. They’re Looking for Meaning

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  Jan 13, 2026

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  Blog, Deliverability, Foundation Courses

  How Poor Deliverability Silently Drains Your ROI

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  Jan 6, 2026

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  Blog, Buyer Modalities, Intermediate Courses

  Holiday 2025 Behaviour Unpacked. How Google Proves the Four Buyer Modalities Are Real

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  Dec 23, 2025

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  AI, Intermediate Courses, Strategy

  Will AI Replace Email Marketers? Or Just Expose Weak Strategy

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  Dec 16, 2025

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  AB Testing, Advanced Courses, Best Practices, Foundation Courses, Intermediate Courses

  Hypothesis-Led Email Testing: The Strategic Advantage Most Marketers Miss

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  Dec 9, 2025

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  Best Practices, Design, Foundation Courses, Partner, Tutor

  Perfect Every Pixel: Your Guide to Email Rendering Across Devices

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  Dec 2, 2025

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  AB Testing, Advanced Courses, Best Practices, Buyer Modalities, Buyers Mind, Copywriting, Deliverability, Design, Ecommerce, Foundation Courses, Intermediate Courses, Lifecycle, Psychology, Strategy

  The Dangerous Comfort of Email Marketing Best Practices

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  Nov 25, 2025

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  Advanced Courses, Design, Ecommerce, Foundation Courses, Intermediate Courses, Lifecycle

  Visual Hierarchy in Email: The Secret to Faster Decisions

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  Nov 18, 2025

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  AB Testing, Advanced Courses, AI, Blog, Buyer Modalities, Buyers Mind, Copywriting, Deliverability, Design, Ecommerce, Foundation Courses, Intermediate Courses, Lifecycle, Psychology, Strategy

  The Future of Email Belongs to the Curious: How We’re Advancing Email Marketing Education for the Next Generation

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  Nov 11, 2025

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  Advanced Courses, Foundation Courses, Intermediate Courses, Partner

  We co-create, not compromise: A transparent look at our course partnership model & ethos

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  Nov 4, 2025

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  Business Case

  What CPD Accreditation Really Means (And Why It Matters for You)

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  Oct 28, 2025

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  AI, Foundation Courses, Intermediate Courses, Strategy

  AI in Marketing Strategy: Why Marketers Must Lead the Machines

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  Oct 21, 2025

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  Blog, Uncategorized

  The Endowment Effect in Marketing: Why Ownership Changes Perception

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  Oct 14, 2025

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  Advanced Courses, AI, Copywriting, Ecommerce, Foundation Courses, Intermediate Courses, Lifecycle, Strategy

  ChatGPT Instant Checkout Is Here: What It Means for eCommerce and Email Marketing

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  Oct 7, 2025

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  AB Testing, Advanced Courses, AI, Copywriting, Design, Ecommerce, Intermediate Courses, Lifecycle, Strategy

  The Invisible ROI of Zero-Click Email Marketing: How the Inbox Drives Sales You’ll Never See

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  Oct 2, 2025

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  Buyer Modalities, Buyers Mind, Copywriting, Design, Intermediate Courses

  From Mind to Modality: The Holistic Persuasion Framework for Email Conversion

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  Sep 30, 2025

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  Advanced Courses, Buyer Modalities, Buyers Mind, Copywriting, Foundation Courses, Intermediate Courses

  Default Bias Explained: Why Doing Nothing Still Drives Results

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  Sep 23, 2025

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  Copywriting, Design, Ecommerce, Psychology

  Conversion Blockers in Email Design (and How to Fix Them)

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  Sep 16, 2025

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  Buyers Mind, Copywriting, Intermediate Courses, Psychology

  Fix Your Funnel with Psychology: Where You Lose Buyers and How to Win Them Back

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  Sep 9, 2025

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  AB Testing, Advanced Courses, Copywriting, Design, Foundation Courses, Intermediate Courses, Psychology, Strategy

  When Distinction Bias Sabotages Conversions

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  Sep 2, 2025

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  Blog, Strategy

  The Long-Term Conversion Ecosystem

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  Jun 30, 2025

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  Blog

  Raising the Bar in Email Marketing

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  Jun 3, 2025

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  Business Case

  Why Email is the Most Misunderstood Channel in the Digital Stack