When it comes to email marketing, one of the most common questions is surprisingly simple: How many links should you include in an email? Too few, and you risk not giving readers enough opportunity to engage. Too many, and you overwhelm them—hurting both clicks and conversions. In 2026, with shorter attention spans...

Unsubscribes are an unavoidable part of email marketing—but they’re also one of the most valuable signals you can get. Every unsubscribe tells a story. It’s feedback (often silent) that something didn’t meet expectations—whether that’s your content, frequency, or overall approach. The good news? Most unsubscribe triggers are fixable. Let’s break down why...

Every email marketer eventually faces the same dilemma: how long should you hold onto inactive contacts before removing them from your list? Delete too soon, and you risk losing potential future customers. Wait too long, and you could damage your deliverability, skew your metrics, and undermine your overall campaign performance. In...

Every email list has them—subscribers who once engaged but have since gone quiet. They’re often referred to as “sleepers”: contacts who haven’t opened, clicked, or interacted with your emails for months (or even years). The question is simple, but the answer isn’t: should you keep emailing them, or is it...

In 2026, data is no longer just an operational asset—it is a strategic, regulated, and highly scrutinised cornerstone of business. For UK companies, where and how data is stored has become a critical decision that directly impacts compliance, security, customer trust, and long-term growth. With evolving legislation, heightened enforcement, and...