Issue #32
Do you still sound like you?
Anyone in marketing or communications is faced with the same dilemma: embrace AI or get left behind. But how, without losing your voice to slop?
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Published 11 September 2026 — 7 min read
Past editions
Catch up on earlier issues — each one is a quick read with ideas you can use in your next send.
Issue #31 · Sep 4, 2026
Struggling for ideas for your email newsletter?
Stop trying to reinvent your newsletter every week. Here are six formats you can return to when you're stuck.
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Issue #30 · Aug 28, 2026
How many CTAs should an email have?
Three equally-weighted asks aren't three chances. They're one chance, divided.
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Issue #29 · Aug 21, 2026
When is an interesting subject line just clickbait?
The workshop question I got pushed back on. Where is the line anyway?
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Issue #28 · Aug 14, 2026
Stop designing emails like webpages
Your email isn't a tiny website. Here's how to design it like an email.
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Issue #27 · Aug 7, 2026
How The Odyssey could inspire your next campaign
What the images in your next email campaign could borrow from Christopher Nolan's masterpiece.
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Issue #26 · Jul 31, 2026
What to check before you hit send
Once an email is gone, it's gone. Here's what email pros (and my mum) check before they send — and a checklist so you never forget again.
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Issue #25 · Jul 24, 2026
The hidden weight of a beautiful email
Big images look great — until they don't load. Here's what all that weight is costing you, and the fixes you can make.
Read this editionIssue #24 · Jul 17, 2026
Running an event? Steal this email sequence
Seven emails, each with one job. Steal the whole thing to get more event attendees.
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Issue #23 · Jul 10, 2026
Why "download our free guide" keeps failing you
Most lead magnets are optimised to attract as many people as possible. That's exactly why they don't work. Here's how to attract the few who'll actually become customers.
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Issue #22 · Jul 3, 2026
Owned vs rented audiences — why your list beats any algorithm
Your follower count feels like an asset. It isn't — it's a lease, and the landlord can change the terms whenever they like. Here's what you can do about it.
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Issue #21 · Jun 26, 2026
The unsubscribe is a feature, not a failure
Every unsubscribe feels like a small rejection. But here's why making it easy to leave makes everything else work better.
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Issue #20 · Jun 19, 2026
You don't need 50,000 subscribers to segment
Most segmentation advice assumes you have an enterprise budget and a data team. You don't, so we wrote this for you.
Read this editionIssue #19 · Jun 5, 2026
Growth tactics we don’t use (and why)
Fake countdowns, guilt-trip unsubscribes, pre-ticked boxes — they all work. Until they don't.
Read this editionIssue #18 · Jun 5, 2026
Your subject line has a secret accomplice: preview text
How to make your preview text count when most senders leave it blank, let it default to garbage, or forget it exists.
Read this editionIssue #17 · May 29, 2026
17 ways to grow your list (that are actually ethical)
List-building advice is often written for ecommerce brands flogging trainers. Here are some ideas for mission-driven organisations like yours.
Read this editionIssue #16 · May 22, 2026
Your best subscribers might not be receiving your emails
It won't show up in your reports. Your open rate might hint at it. But a quiet deliverability problem could already be costing you financially.
Read this editionIssue #15 · May 15, 2026
They just signed up. Now what?
The first email someone gets from you sets the tone for every one after.
Read this editionIssue #14 · May 8, 2026
Why your donation appeals aren't converting
One story. One ask. One button. Crafting a donation email that converts.
Read this editionIssue #13 · May 1, 2026
Email design basics and a five-second test
Good email design isn’t about looking “pretty”. It’s about earning and keeping the attention of your reader.
Read this editionIssue #12 · Apr 24, 2026
Trim the fat: tips for sending lighter emails
Lighter emails land better — for your readers, your deliverability, and the planet.
Read this editionIssue #11 · Apr 17, 2026
Your CTA isn’t a sell. It’s a door.
The best calls-to-action don’t push. They invite. Here are 5 tips to write one that works.
Read this editionIssue #10 · Apr 10, 2026
Are your emails accessible?
Accessibility is moving from “nice to have” to legal requirement. Here are 5 steps you can take today to make your emails more accessible.
Read this editionIssue #9 · Mar 27, 2026
Are you working in an ultraprocessed content factory?
Why nothing in marketing is sticking anymore and what you can do about it.
Read this editionIssue #8 · Mar 20, 2026
Spring clean your email marketing in 30 minutes
Spring is here, and it’s time to clean up your email marketing. Here are five small changes to make your emails simpler, lighter, and more effective.
Read this editionIssue #7 · Mar 13, 2026
How to write better marketing emails faster
Why your “email writing” problems are more likely to be process problems.
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Issue #6 · Mar 6, 2026
5 tips to craft emails people actually read
Five simple principles, with examples, for emails that get opened, read, and clicked.
Read this editionIssue #5 · Feb 27, 2026
Does ethical marketing actually work?
The real tension at the heart of modern, ethical marketing: is it actually effective?
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Issue #4 · Feb 20, 2026
The risk of AI in marketing
For marketers, AI lowers the barrier for creating “good enough” output. So what is the role of the marketer now and in the future?
Read this editionIssue #3 · Feb 13, 2026
Are you in a healthy relationship with your subscribers?
This Valentine’s Day, it’s time to think about the relationship we’re building with our subscribers. Would you want to be on your list?
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Issue #2 · Feb 6, 2026
I posted a video every day for a month. Here’s what I learnt
The world of short-form video is unpredictable, addictive, and heavily reliant on luck, as James found out in January.
Read this editionIssue #1 · Jan 23, 2026
Most “best practices” aren’t for you
Feeling like you’re not doing email “right”? Don’t worry — most best practices weren’t intended for you.
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