"Best Practices" Are Just Average Practices

What everyone does produces what everyone gets. The question is whether you want average results.

From the Upcoming Book

Open Rates Are a Vanity Metric

You're measuring a proxy of a proxy. Real email intelligence starts where open rates end.

From the Upcoming Book

Having dashboards doesn't make you data-driven. Changing decisions based on data does.

Three areas of expertise. One goal: turning your data into growth.

Open rates are a vanity metric. Build email programmes on behavioural data and deliverability science — the signals that actually predict revenue.

Test fast, learn faster. Structured experimentation that turns hypotheses into revenue instead of opinions into arguments.

Turn raw data into clear decisions. Tableau dashboards, analytics pipelines, and reporting that actually gets used.

Upcoming Book

A book that challenges everything you think you know about email marketing. Join the waitlist to be first to know when it launches.

Coming Soon

Take the free assessment and find out where your email programme stands — and what it would take to make it genuinely intelligent.

Blog posts coming soon.

What's actually working in email strategy and data-driven marketing — sent when I have something worth saying, not on a schedule.