Smarter Email Starts Here
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The Sale Is Not the End of the Journey. It’s the Start of the Next Decision
Marketers spend a lot of time trying to get customers to buy. That is understandable. Acquisition is expensive, targets are demanding, and the first purchase is often treated as the moment when all the effort finally pays off. The customer has clicked, browsed, compared, considered, trusted enough to enter their details, and completed the order.…
Stop Sending One Re-Engagement Campaign to Every Dormant Subscriber
Most email marketers have some version of a re-engagement campaign. The subscriber has not opened, clicked, purchased, logged in, booked, renewed, or done whatever the brand considers “active” for a certain period of time. So, they are labelled inactive, dormant, lapsed, unengaged, or at risk. Then they receive the usual treatment. “We miss you.” “Come…
Your Lifecycle Emails Are Automated. But Are They Customer-Led?
Most email marketers know they need lifecycle emails. A welcome journey. An abandoned basket series. A post-purchase sequence. A replenishment reminder. A win-back campaign. A renewal journey. A loyalty programme. A cross-sell or upsell series. These programmes are often described as customer journeys, but many of them are not really customer journeys at all. They…
Your Unsubscribes May Not Be an Email Problem
When someone unsubscribes from your email programme, it is easy to assume the email caused it. After all, the unsubscribe appears in the email report. It is recorded by the ESP. It is tied to a campaign, a journey, a segment, or a send date. The marketer can see it, measure it, compare it, and…
Your Discount Strategy May Be Optimising the Wrong Behaviour
Discounting is one of the most familiar tools in ecommerce. When sales slow, marketers launch an offer. When they want to acquire new customers, they introduce a welcome discount. When someone abandons a basket, a percentage-off code often follows. When a seasonal event approaches, another promotion appears on the calendar. Discounts are easy to create,…
Local marketing at scale: how to give teams freedom without losing control
Local marketing usually starts with the best of intentions. A branch wants to promote an event. A franchisee needs to communicate a local offer. A regional team wants to adapt a central campaign so it feels more relevant to its audience. None of that is unreasonable. In fact, local teams often understand their customers extremely…
Personalisation Is Not a Merge Tag. It’s a Judgement Call.
For years, email marketers have talked about personalisation as though it is automatically a good thing. Use the customer’s first name. Show products they browsed. Recommend similar items. Segment by purchase history. Mention their location. Change the hero image. Trigger a message based on behaviour. And yes, all of those tactics can be useful. But…
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…
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