Sean DuffySean Duffy is founder of Segmentum, an eCRM strategy & implementation agency, and Reignite, a real-time email personalisation platform.

Sean has been in the email marketing industry since 2003, initially spending 10 years at a start-up ESP, helping establish them as one of the UK's leading email marketing platforms. Since then he has also...

Sean DuffySean Duffy is founder of Segmentum, an eCRM strategy & implementation agency, and Reignite, a real-time email personalisation platform.

Sean has been in the email marketing industry since 2003, initially spending 10 years at a start-up ESP, helping establish them as one of the UK's leading email marketing platforms. Since then he has also worked client-side before creating Segmentum in 2015.

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What do we mean by personalisation in email marketing?

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According to Bluecore, 57% of brands number one email priority is email personalisation, which is unsurprising considering personalised emails can generate 6-times the transaction rates compared to ‘batch and blast’ (Source: Experian). With the demand for personalisation from email marketers being so high, it’s inevitable that every technological solution under the...

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The 5 ways of increasing revenue from email marketing

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What is the best way of increasing revenue from email? Pop onto LinkedIn and you’ll see endless claims and case studies of what works with very specific strategies and approaches. But sometimes it’s useful to simplify the ideas and think more broadly about the best approach. Assuming we only have the...

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Do we ask too much of email?

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As much as I’m clearly a fan of the email channel there have been a number of occasions recently where I see clients going to email to solve nearly all the commercial problems in their business. Whatever the problem is, the main action always taken is to send another email or...

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Artificial intelligence solutions for Email Marketing: Do you understand what you are buying?

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Back in the 2000s everyone used to ask ESPs what their email delivery rate was. It was a meaningless number but one ESP would quote 98% delivery rates, the next would just claim 99%. Now you get the same questions around 'is your platform AI driven?' and ESPs have added AI...

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Using ‘Strategic Email Personalisation’ to increase the standing of email marketing with the C-Suite

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As an email marketer for over 18 years across vendor, client and agency side I’m always struck by how much of our time is spent on tactical initiatives and having the feeling of being a factory producing the same campaigns week after week. It seems to me that most email marketers...

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