Insights & practical guides

The subject line decides whether your email gets opened. How to design sender name, subject line and preview text together, six principles, five common mistakes, examples by email type, and how to A/B test now that open rates are unreliable.

Where to start with newsletter copy: settle the audience, the benefit and the action (ABC), then shape the content with AIDA or the 4Ps. Plus how to keep people reading, how to write call-to-action buttons, and the elements every marketing email needs.

Your email readers have completely different interests and needs. Segment them and send relevant, valuable, targeted information to each group, and open and click rates will certainly be higher.

A month-by-month guide to the holidays and shopping seasons in Hong Kong and Taiwan and the newsletter angle that suits each, plus a five-step planning method, three ways to write holiday emails, what B2B senders should do, and how to avoid over-sending in peak season.

How to design newsletters that look good and read well: layout structure, using images, colour and dark mode, how rendering differs across phones and mail apps, and a checklist to run through before you press send.

Peak online shopping days in the United States from Thanksgiving through Christmas — and how retail uses email marketing to capture the opportunity.

Three questions every founder must answer, and what CRM really means — email marketing returns as much as 1:40 and remains the best channel for sustaining customer relationships.

Have you ever registered for a service online, been told an SMS would arrive to complete the process, waited and waited, and never received anything — so the registration never completed?

Using international SMS to communicate with customers around the world — the five things to check when choosing a provider, and why direct routes matter.

Plan your newsletters around the marketing funnel: what to send at each of five stages — awareness, consideration, conversion, loyalty, advocacy — and what to avoid; how to design automated emails such as welcome series, cart reminders, post-purchase and renewals; and what to look for in an email platform.

Why SMS remains a significant modern communication tool — high engagement, no dependence on internet connectivity, low-cost A2P, and 2FA security.

The six reasons businesses and customers still choose SMS for marketing communication, and the advantages that come with it.

How newsletter open rate is calculated, why it can no longer be read on its own, and the five things that really decide whether people open, read and click — inbox placement, sender name, subject line, relevance, and send time and frequency.

Compliance requirements for sending SMS to mainland China — the signature format, the mandatory unsubscribe line, and what you need to know about keywords.