Smarter Email Starts Here
This is where strategy meets substance. No fluff. No hype. Just sharp, practical insights on what actually works in email marketing.
We’re just getting started—subscribe now to get early access to posts, resources, and exclusive training offers.
Your Customer Sees One Brand. Your Systems See Three
Retailers talk endlessly about creating a seamless customer experience. Customers are supposed to move effortlessly between the website, app, and store, with their preferences following them, their loyalty status being recognised, and their purchases informing what happens next. At least, that is the theory. The reality often feels very different. From the customer’s side, the…
You’re Not Building Loyalty. You’re Building Habits.
You’re Not Building Loyalty. You’re Building Habits. Every marketer wants more repeat purchases. It’s why we invest so much time and budget into post-purchase email journeys, loyalty programmes, replenishment campaigns, VIP schemes, and win-back programmes. We know it’s considerably cheaper to retain an existing customer than it is to acquire a new one, so encouraging…
AI made email marketing easier. It needs us to make it better.
Why is email marketing like being in a long-term relationship? Because when you ask your partner how they’re feeling, and they respond, “Fine,” you know that doesn’t always mean things are good. In the same vein, AI can produce campaigns that look fine. But on closer inspection, you might find it doesn’t have the juice…
The Click Is Becoming a Smaller Part of Email’s Value
For years, email marketers have treated the click as one of the clearest signs that an email has worked. Someone opened the email, saw the message, clicked the link, and moved one step closer to whatever action the business wanted them to take. The click felt tangible. Trackable. Reportable. Comforting. And, to be fair, clicks…
Distributed marketing: how to scale local relevance without losing brand control
The bigger a brand gets, the harder marketing becomes. Not because the marketing team suddenly forgets what it’s doing. Not because the brand suddenly becomes more complicated overnight. But because more people need to communicate with customers, and each of those people has a slightly different reason for doing it. A local branch wants to…
That’s the Whole Bloody Point
I read a post this week from a brilliant younger woman in the email industry, celebrating that email marketers are finally taking psychology seriously in their messaging. My first reaction: “Yes! Finally!” My second reaction: slightly more complicated. I love seeing smart women in this industry doing well, taking up space, questioning norms, and challenging…
Is AI Slowly Making Your Email Programme Forgettable?
AI has made it easier than ever to create email marketing content. Subject lines, preview text, campaign copy, product descriptions, abandoned basket reminders, welcome emails, reactivation messages, nurture sequences, and even testing ideas can now be generated in seconds. For an overworked email marketer, that is no small thing. Most email teams are under-resourced, under-pressure,…
The future email marketer is not an AI prompt writer
The future email marketer is not an AI prompt writer AI is now the most in-demand skill for email marketing teams. That, at least, is what Litmus reported in its recent report, State of Email 2026. It said 35% of companies say they prioritize AI skills when hiring for their teams. This demand for skilled AI…
The New Bait-and-Switch: When Stolen Influencer Content Sells You Something Else
I have now had this happen to me twice, which is two times too many for my blood pressure and my faith in social commerce. The pattern is depressingly familiar. You see an ad on TikTok or another social platform showing what appears to be a specific product from a recognisable or desirable brand. The…
The Social Proof Heuristic: Why “Everyone Else Is Doing It” Is More Powerful Than We Like to Admit
There is a reason crowded restaurants attract more customers. A reason queues make us curious. A reason bestselling labels work. A reason we instinctively look at reviews before making a purchase. As humans, we are constantly scanning for signals that help us decide what is safe, sensible, or worth our attention. And one of the…
Your email A/B test winner might be lying (and it’s costing you)
Why single-metric wins, short test windows, and surface-level analysis in email marketing hold your program back — and what to do instead. Everybody loves a winner, especially a winning test in email marketing. You know the feeling. The winner gives you clarity and confidence. You feel as if you’ve finally figured something out. It’s the…
The Recognition Heuristic: Why Familiarity Wins More Often Than We Realise
There is something reassuring about recognising something instantly. A brand name. A sender. A format. A style. You do not have to think about it, you do not have to work it out, and you do not have to question it. You simply know what it is, and that feeling of familiarity creates a small…
Something went wrong. Please refresh the page and/or try again.
Search
Tags
- Aaron Smith (1)
- AI (10)
- AI and email marketing strategy (1)
- AI for email marketers (1)
- AI in email marketing (1)
- AI marketing skills (1)
- bait-and-switch advertising (1)
- behavioural email marketing (1)
- behavioural psychology in email (1)
- behavioural psychology in email marketing (1)
- business case for email (1)
- buyer behaviour (1)
- buyer decision making (1)
- buyer modalities (1)
- buyer modalities email marketing (1)
- Buyer's Mind (1)
- cognitive fluency email marketing (1)
- Copywriting (2)
- creator content misuse (1)
- customer confidence after purchase (1)
- customer involvement in email (1)
- customer psychology (1)
- customer reassurance in email (1)
- data latency in marketing (1)
- deceptive ecommerce marketing (1)
- Deliverability (2)
- Design (2)
- disconnected customer journeys (1)
- Distributed Marketing (3)
- Dmytro Kudrenko (1)
- easy to read emails (1)
- Ecommerce (2)
- email conversion psychology (2)
- email conversion strategy (1)
- email copy clarity (1)
- email design for readability (1)
- email ecosystem (1)
- email engagement psychology (2)
- email marketing after purchase (1)
- email marketing AI skills (1)
- email marketing and artificial intelligence (1)
- email marketing automation skills (1)
- email marketing careers (1)
- email marketing framework (1)
- email marketing hiring trends (1)
- email marketing psychology (3)
- email marketing readability (1)
- email persuasion (1)
- fake product advertising (1)
- fake UGC advertising (1)
- future email marketer skills (1)
- IKEA Effect emails (1)
- Inbox Army (5)
- Inbox Monster (3)
- influencer content theft (1)
- joined-up customer experience (1)
- Kath Pay (17)
- Lifecycle (2)
- lifecycle email strategy (1)
- misleading social commerce ads (1)
- misleading TikTok ads (1)
- omnichannel marketing (1)
- omnichannel retail experience (1)
- participation in email design (1)
- Partner (6)
- persuasive email marketing (1)
- post purchase emails (1)
- post purchase experience emails (1)
- post purchase reassurance (1)
- post purchase retention emails (1)
- post-purchase customer journey (1)
- post-purchase email strategy (1)
- post-purchase retention (1)
- Psychology (14)
- reducing friction in emails (1)
- reducing purchase risk in email (1)
- retail customer data (1)
- retail data silos (1)
- retention in a zero-click world (1)
- reviews in email marketing (1)
- Sageflo (5)
- Scott Cohen (2)
- social proof examples in email (1)
- social proof heuristic (1)
- social proof in ecommerce (1)
- stolen influencer ads (1)
- strategic email marketing (1)
- strategic email marketing skills (1)
- Strategy (2)
- Stripo (4)
- system 1 email marketing (1)
- T-shaped email marketer (1)
- Testing (3)
- trust in social ads (1)
- Tutor (6)
- understanding buyers (1)
- unethical social commerce tactics (1)
- using testimonials in email (1)
- value of email (1)
- Yespo (5)
- zero-click customer retention (1)
- zero-click email marketing (1)
- zero-click marketing strategy (1)
- zero-click retention (1)