From the Upcoming Book
Most Email Teams Are Flying Blind
Your reports show what happened, rarely why. The book turns scattered email data into decisions you can defend — get the first chapters and launch updates.
From the Blog
"Best Practices" Are Just Average Practices
What everyone does produces what everyone gets. Average practice buys you average results.
From the Blog
You're Data-Decorated, Not Data-Driven
Having dashboards isn't being data-driven. Changing the decision when the data says so is.
From the Blog
Stop Optimising Subject Lines
A subject-line test moves open rate a point or two. Who you send to can double engagement. Optimise the bigger lever.
Services
Email Strategy. Growth Experiments. Data That Drives Decisions.
From the Audit to experimentation to dashboards a team decides from — systems that replace gut feeling, not adjectives.
How I Help
Three areas of expertise. One goal: turning your data into growth.
The Email Intelligence Audit
Your campaign metrics show what happened. They rarely show why. The Audit finds the audience drift, the list-quality erosion, and the missing context that your reporting was never built to surface — and hands you a decision you can defend.
Learn more →Growth Experimentation
Ship, iterate, or kill — and right now you can't tell which, because the test was never sized to mean anything. I help you design experiments that actually settle the argument.
Learn more →Data That Drives Decisions
You have dashboards. You're data-decorated, not data-driven. The gap is the layer between raw event data and the decision someone actually has to make — and that's the layer I build.
Learn more →Upcoming Book
Strategic Email Intelligence
The book behind the method: how to read email as a system, not a scoreboard — and turn scattered campaign data into decisions you can defend. It's the case for treating email as intelligence rather than reporting, with the frameworks to actually do it. Join the waitlist for the first chapters and a heads-up the day it launches.
Coming Soon
How AI-Ready Is Your Email Strategy?
A few focused questions on your data, your segmentation and how you actually make send decisions — and you'll see where your programme sits today, somewhere between blind flight and genuinely intelligent, plus the moves that will lift it fastest. Free, and built on the same framework as the Audit.
Take the AssessmentLatest Articles
View all →Blog posts coming soon.
Field Notes
Short, specific notes for people who run real email programmes: audience intelligence, experiments that settle arguments instead of starting them, and the signals classic reporting can't see. Sent when there's something worth your time — never on a schedule, never filler.