Email Campaigns

Most Black Friday email campaigns fail because brands ignore the deliverability fundamentals that Google, Yahoo, and Microsoft now demand. Robby Bryant from Campaign Monitor reveals why email delivers 30-40X returns when done correctly, breaking down the authentication requirements (DKIM, SPF, DMARC), the specific metric thresholds that determine inbox placement (spam complaints under 0.1 percent, unsubscribes under 1 percent, bounces under 2 percent), and why consistent cadence matters more than clever subject lines for Black Friday success.

Google's Chief Measurement Strategist Neil Hoyne reveals five marketing personas that sabotage eCommerce success, from the "bar persona" that rushes customers into immediate commitments to the perfectionist paralysed by imperfect attribution. His shocking revelation about one customer's 260-interaction journey to buy shoes demonstrates why traditional attribution is impossible, challenging marketers to focus on relationship building and ecosystem performance rather than perfect measurement. This framework helps eCommerce businesses identify their destructive marketing patterns and transform them into sustainable, customer-centric approaches.

After sending over 100 million emails, Gabriella Rapone reveals why most eCommerce businesses have email marketing completely backwards. Forget subject line tactics—email reputation is the foundation nobody teaches. Discover why Gmail users aren't your most profitable subscribers, why you should sell clicks instead of products, and the three daily principles that transform email performance. Learn which email service providers support growth versus churn, why understanding your list makeup matters more than open rates, and how to stop driving blind with your biggest revenue channel.

Christmas 2020 demands a complete rethinking of content and marketing strategies. Four eCommerce experts share their insights: double down on existing content that's already ranking, start email marketing with a blank slate, implement hypothesis-driven A/B testing, flatten demand curves through early communication, and stop selling to start genuinely connecting with customers. Discover why email delivers 122% ROI and how to maximize five essential email types most businesses neglect.

Discover how to transform email marketing from scattered campaigns into strategic customer lifecycle marketing that optimises engagement. Kath Pay, with over 20 years of email marketing expertise, reveals the three pillars of customer experience email marketing, five essential email types most businesses neglect, and why strategy must drive tactics rather than the reverse. Learn how lifecycle marketing creates personalised journeys that deliver email marketing's proven 122% average ROI—four times higher than any other digital channel.

Discover the five essential email types every eCommerce business needs for successful email marketing campaigns. From segmented blasts to behavioural sequences, transactional emails to customer service responses, learn how to leverage email's 122% average ROI—four times higher than any other digital channel. Most businesses use just one or two types, missing significant revenue opportunities from comprehensive email strategies that build trust and drive conversions.