Everyone has an email. Not everyone is on every platform. Here’s why consent is the mechanism that makes email marketing work, and why cold email undermines it.
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(Email) Consent Is Sexy
Category: Work
I’ve spent two decades in email marketing. Some of it I’d do differently. This is where I write about what I’ve learned, and why email still matters more than people think.
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The Decision Problem in Email Marketing
Why most email campaigns miss the decision happening in the buyer’s head, and what understanding psychology actually changes about the way you write.
When enough people use the same tools, prompted by the same anxiety, the overall soundscape changes. Individual voices don’t disappear exactly. They just get harder to find underneath a kind of uniform professionalism, posts that could have come from anywhere and feel like they came from nowhere.
I use AI to help me write, guided by my own style guide to keep my “voice” intact. I’m also scrolling LinkedIn most days. The posts feel familiar. Polished but impersonal, templated. The rhythm’s too neat, the phrasing too clean, the structure too formulaic. It’s not the “good enough” AI-generated content that bothers me so […]
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Email: The Most Human Channel We Have Left
Even with all the automation and noise, email remains the most human channel we have. It’s personal, permission-based, and built on trust. For marketers, that means remembering the inbox doesn’t belong to us, and the best emails are the ones that respect the person reading them.
Discover how principles from the performing arts can elevate your email marketing campaigns. From staging and lighting to sound, learn how theatrical techniques can enhance design, content, and engagement. Transform your emails into captivating performances that resonate with your audience and drive meaningful interactions.
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The Dotties Silver Edition
Last night was something special—Dotdigital’s 25th anniversary, celebrated with a silver edition of the Dotties. Held at The Shard, it was an exclusive, pared-back event for finalists, judges, sponsors, and Dotdigital’s team. Formal dress, close company, and a stunning view of London set the scene. Judging this year’s entries was eye-opening. The work submitted reflects […]
What inspired me to enter the field of email marketing, and how did my career evolve over time? My journey into email marketing started early, thanks to a unique blend of family influence and personal interest. My mother was already working in the industry, so I had exposure to email marketing from a young age. […]
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How Playing D&D Builds Better Teams
[Presented at Litmus Live London 2019] Back in 2019 I had another opportunity to speak at Litmus Live London. This time around I spoke on something a bit different. To be frank, it wasn’t a serious speaking proposal. I had put in other topics as well. However, the team came back asking for this one. […]
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Speaking on form at In Form Slovakia 2019
On 17 October 2019 I had the amazing opportunity to speak at a conference in another country! It was such an amazing experience. “Using Psychology to Create High-Performance Emails” was the topic.
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