Email marketing strategy and advice.
Thinking on lifecycle, automation, deliverability, and the metrics that actually move revenue.
Abandoned Cart Email Benchmarks: Conversion Rates, Timing, and What Good Actually Looks Like
Real abandoned cart email conversion rate benchmarks: average recovery sits at 5-8%, but top performers hit 15-22%. Here's the gap explained.
Read more →Outlook now lets subscribers switch off your preview text
Microsoft's July 2026 Outlook update gives users control over preview text length, down to none at all. Here's what that means for subject lines and how Australian e-commerce brands should adjust.
Read more →Australia's new unfair trading practices law will hit your popups and your subject lines
The Competition and Consumer Amendment (Unfair Trading Practices) Bill 2026 passed parliament on 1 July with penalties up to $100 million. Here's what it means for the urgency copy, confirm-shaming popups, and subscription flows Australian e-commerce brands run email around.
Read more →How to Migrate from Mailchimp to Klaviyo Without Losing Data or Revenue
A practical guide to Mailchimp to Klaviyo migration — the right sequence, what to rebuild first, and the mistakes that stretch a two-week job into two months.
Read more →AI is changing how email gets filtered. Here's what that means for senders.
Mailbox providers are using AI to evaluate content quality, engagement signals, and sender reputation. The result is quieter, harder-to-diagnose deliverability problems.
Read more →Email marketing for SaaS: lifecycle stages and what to send at each one
SaaS email marketing lifecycle stages require different tactics than ecommerce. Here's what to send during trial, onboarding, adoption, expansion, and retention.
Read more →Open rates just got complicated in Europe
France and Italy have ruled that email tracking pixels require consent, on the same legal basis as cookie banners. Here's what that means for your open rate data, your automation logic, and how Australian brands selling into Europe need to respond.
Read more →Email deliverability: why your emails land in spam and how to fix it
Your email deliverability guide: authentication, sender reputation, and list hygiene, the three pillars that determine inbox placement.
Read more →Klaviyo vs Mailchimp: which is right for your e-commerce store
Klaviyo vs Mailchimp for ecommerce: a direct comparison of data depth, segmentation, automation, and when each platform makes sense for your store.
Read more →How to calculate email marketing ROI, and what most businesses get wrong
Most email marketing ROI calculations miss the actual revenue contribution. Here's how to measure what matters using RPR and attribution models.
Read more →Win-back email campaigns: how to re-engage lapsed subscribers
Win-back email campaigns target subscribers who've stopped engaging. Here's how to structure them, when to send, and when to let go.
Read more →Email segmentation strategies that actually move revenue
Email segmentation strategies that increase revenue per recipient by 3–7x. Engagement, purchase, and behavioural segments explained.
Read more →Post-purchase email flows that drive repeat orders
Post-purchase email flows turn one-time buyers into repeat customers. Here's what to send, when, and how each email builds lifetime value.
Read more →Abandoned cart email strategy: beyond the obvious 3-email sequence
Advanced abandoned cart email strategy for high and low AOV stores, timing, copy angles, discount decisions, and browse abandonment flows.
Read more →SPF, DKIM, and DMARC explained for email marketers
Email authentication SPF DKIM DMARC records protect your sender reputation and inbox placement. Here's what each does and how to set them up correctly.
Read more →How to clean your email list, and when to sunset subscribers
Email list cleaning improves deliverability and revenue per recipient. Here's how to identify disengaged subscribers and build a sunset flow.
Read more →The complete guide to Klaviyo flows for e-commerce
Learn how to build the 5 essential Klaviyo flows for e-commerce: welcome, abandoned cart, browse, post-purchase, and win-back sequences that drive revenue.
Read more →Welcome email series: what to send, when, and why most get it wrong
A welcome email series is your highest-converting opportunity. Here's how to structure 3–5 emails that actually nurture instead of spam.
Read more →Why open rate is the wrong number to optimise for
Open rate has been a misleading metric for years, and after Apple's Mail Privacy Protection it's mostly noise. Here's what to track instead, and how to brief your team to make the switch.
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