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Use SMS instead of email when your message is truly time-critical, short enough to act on without opening anything else, and valuable enough that the cost of the send is comfortably repaid by the action it triggers. Everything else belongs in email, which is cheaper, roomier and far more tolerant of being ignored for a day.
The channel decision is really a decision...
People open emails in 2026 because the inbox has already decided, on their behalf, that you’re worth a look.
There are of course multiple reasons why someone opens your emails – trusting who it’s from, having previously had a valuable experience with previous emails and intrigue created by the subject line.
And subject line testing still has a place – bu...
As at late September 2026. This is a moving picture and I’ll update this page as it moves.
The useful thing about designing email for an AI reader is that it asks for the same email a good CRM team was already trying to write.
One clear purpose, stated early, in a structure a human, and now a machine, can follow.
None of the technology shi...
Paid partnership post with Omnisend
Quick answer: Is your CRM ready for Black Friday? Review last year’s customer behaviour, test your key automations, check whether yo...