In the world of marketing, understanding customer behaviour is crucial for developing effective strategies that lead to higher customer engagement and improved business performance. One powerful model that aids in achieving this is the RFM model. RFM stands for Recency, Frequency, and Monetary Value, and it is widely used to segment...

Five years since its announcement and four years post-launch, we review AMP for Email technology to evaluate its advantages and disadvantages. What is AMP for Email? AMP for Email is a technology from Google that enables dynamic content in emails. In essence, it makes emails functionally similar to web pages. Actions...

Adding a touch of humour and playfulness to even serious topics or products can significantly enhance your email campaigns. In this blog we'll delve into the psychology behind joyous content and explore how it can elevate your email marketing game. I’ll provide examples and practical tips to strike the right balance...

What determines your deliverability performance? I’ve seen a bunch of different images trying to explain this visually, each with their own pillars or cornerstones. None of them are wrong, but they can get too into the weeds. I argue that what determines your deliverability can be simplified and anchored into one...

ESPs have been continuously evolving since they were first commercially introduced in the late 1990’s. And the evolution of the platform followed a similar pattern that continues to this day. A third party would determine that there was a feature or a function lacking in the existing ESPs and solve that...

What's DMARC got to do with deliverability?  You might have come across DMARC, which stands for Domain-based Message Authentication, Reporting & Conformance. It is an email protocol that many people are familiar with or even utilize. It presents a classic scenario of the "egg and chicken" situation. The recommended approach is...

B2B SaaS marketing, it’s a busy industry to be in. Much of our time is spent driving strategies and thought leadership for our target market, leaving little room to keep up with the essentials and innovations that drive our own marketing and industry forward.  I believe in the importance of taking...

Welcome, brave email marketing superheroes! In the fast-paced realm of digital marketing, where villains like spam and phishing thrive, it's essential to wield the mighty powers of email authentication and BIMI. “Organizations of all sizes need email authentication to secure their online reputation and maintain customer trust in their brand,” says...

Not sure if you’ve heard, but Artificial Intelligence (AI) is kind of a hot topic right now - in literally every industry and even among consumers. If you’ve attended any of our Thursday Only Influencers (OI) Members-only Live Zoom calls this year, you’ve probably noticed that AI comes up on pretty...

The feedback mechanisms, controls, and algorithms that inbox providers use to decide whether to block, junk, or deliver email messages to their users continues to evolve. Since the 1990s, there have been five ages of email deliverability, each of which was ushered in by the arrival of a major change: In...

A CRM strategy is similar to a scheme that shows you why and how a company will communicate with clients: for example, in what cases you should send emails, and when you are to use push-up notifications. I’d like to share my experience in developing such strategies and tell you how...

If you're like me, you understand the importance of every element in your email marketing campaign. Every piece plays its role, from the compelling subject line to the captivating body text. But let's focus today on a component that often doesn't get the attention it deserves, yet holds monumental importance –...

The world of AI seems to be having a moment right now. There isn’t a blog post out there that hasn’t mentioned it, and this I’m afraid is no different. Email marketing has always utilised the power of AI just in a more innate way. From personalised recommendations to predicted time...

Let’s address the elephant in the room that everyone’s going ‘Gaga’ about. Open AI’s Generative Language model - Chat GPT. In just a few months, it's become clear that Chat GPT could potentially bring massive disruptions to marketing, development, and search. Across conversations with my marketing colleagues at KITABOO, some common...

Ask the Expert: Can you share a recent email marketing tactic, strategy, or experiment that you implemented to boost performance? Could you also share the results and provide any suggestions to those who might want to try it out? Yanna-Torry Aspraki Deliverability Specialist & CRO EmailConsul In the ever-evolving world of...

Last month Jacob Wenger, co-founder of Shortwave, was a guest on The Future Of Email podcast series, hosted by yours truly. Shortwave provides a mobile and web email client — “Intelligent email, powered by AI.”  Jacob and his colleagues have been working on this for several years — before ChatGPT blew...

I'm not exaggerating (much) when I say email testing is my life. Whenever I meet with a new email marketing team, one of my first questions is "What kind of email testing do you do?" That's why I ran  a poll on LinkedIn where I asked people, "What is your main...

Personalization. Automation. Metrics. Audience segmentation. Deliverability. And now, ChatGPT. These are the buzzwords that dominate discussions in the world of email marketing. The intriguing, sexy side of the job, if you will. But there's one more term that, though often overlooked and admittedly less glamorous, plays an equally pivotal role: documentation....

AI and its associated technologies like ChatGPT have been major discussion topics at the martech conferences I've been to this year, not just on the stages but in conversations after sessions and during all the networking sessions. We're not just talking about what these models are, but how marketers are using...

The Email Innovations Summit 2023 is just around the corner (June 19-21, 2023), and it promises to be one of the best ever! Unfortunately, I won't be able to attend this year's summit, and I am feeling disappointed about missing out on what promises to be an amazing event. For those...