Unsubsribe stop signAn unsubscribe link is the law however unsubscribe best practices are about more than staying legal.

Getting unsubscribe right means a cleaner list and stronger deliverability.

I ran usability tests on six brand emails. In the worst-case users needed 2 minutes to unsubscribe and 12% couldn’t find the unsubscribe link.

The test results highlight the best practices and illustrate what confuses customers. A lesson as important to unsubscribe as to buy now links. [continue reading…]


5 ways to improve abandoned cart resultsWhether you’re looking to improve an existing cart abandonment email or create your first, check these five strategy tips to get the fundamentals right. From cart abandonment subject lines to what you need to do for compliance with GDPR and abandonment emails.

1. Pep up your cart abandonment email subject lines

The importance of subject lines is no secret. They have the power to nudge people; even people who don’t open your email. Just seeing the right subject line can send someone back to your website or into your shop. [continue reading…]

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Getting GDPR Consent & Opt-in

Email marketing list growth is getting harder with GDPR consent and forthcoming ePrivacy regulation. But all is not lost, research points the way to getting the best of all worlds. Using the right method both GDPR consent compliance and continued strong email list growth are possible, as the test results and GDPR consent examples below show. [continue reading…]


Last week several news sources, including Sky, The Drum, Yahoo and The Register reported that Roddy Mansfield won damages against John Lewis for acting unlawfully in use of email marketing.

So you can understand why this ruling was made and what you should do I’ve summarised here:

  • Case background
  • The soft opt-in law
  • The reason for the judgement
  • The key missing fact

[continue reading…]


Who pays to keep Europe going? In Henning Wehn’s Win a Taste of Germany competition there is a choice of three answers:

  • Germany
  • Germany
  • Germany

I recently enjoyed some great German (yup) stand-up comedy from Henning Wehn on his ‘Henning Knows Bestest’ tour.

As we walked into the venue we were handed a post card to enter the competition. Of course I studied the entry post card more carefully than any normal person – with the kind of zealous attention to detail you’d expect from a German in fact. As well as the tricky competition question above [continue reading…]