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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…
The IKEA Effect: Why We Value What We Help Create (And What That Means for Your Emails)
I was building IKEA furniture last week. Specifically, Kallax shelves for my office. And if you are ever on a Zoom call with me, you will probably see them sitting neatly behind me, looking far more put together than I felt while assembling them. Because, as always, it was not entirely straightforward. There was the…
The Fluency Heuristic: Why “Easy” Wins More Clicks Than “Clever” Ever Will
There’s a moment when you realise this that makes you rethink a lot of what you’ve been doing. Because it challenges a lot of what we think makes a “good” email. We spend time trying to be clever. We craft creative subject lines. We experiment with quirky layouts. We try to stand out. And yet,…
The post-purchase moment where loyalty is won or lost
post purchase emails, post-purchase customer journey, post purchase reassurance, email marketing after purchase, customer confidence after purchase, post purchase experience emails, buyer modalities email marketing, post purchase retention emails
Why Your Shipping Strategy Might Be Costing You More Than You Think
I was looking at a subscription recently. The product made sense, the value was clear, and it was something I’d happily receive every month. And then I saw the delivery charge. It wasn’t huge. But it was enough to make me pause… and then question the entire decision. Because suddenly, it didn’t feel like a…
Your hardest-won customer is also your most fragile
We’ve spent years refining how we get customers to buy. We test subject lines, optimise send times, personalise content, and analyse every click and conversion to understand what worked. The entire focus has been on getting someone from interest to action as efficiently as possible. And for a long time, that made sense. But the…
You Don’t Have an Email Strategy. You Have a To-Do List
Most email strategies aren’t strategies at all. They’re well-organised, well-intentioned, and often quite impressive on paper. They include campaign plans, automation roadmaps, segmentation ideas, and testing schedules. There’s usually no shortage of activity, and plenty of effort has gone into deciding what to do next. But when you look closely, something is missing. There’s no…
6 post-purchase moments that shape customer lifetime value
Customers second-guess after they buy. Use education, reassurance and personalization in post-purchase emails to increase trust and long-term value. Most brands treat post-purchase emails as functional necessities. These automated emails are built into the purchase workflow and focus almost exclusively on the product and the buying experience. You see these emails in your own inbox:…
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