Before someone takes action on a marketing email, a few things need to happen first. First, they need to want to receive your emails. Then they need to open them. Then, they need to keep reading and feel confident enough to do something next.. This is why email marketing works best when you think about the full journey.

Content can be a valuable tool in your kit, but planning it can feel complicated. There are different formats, platforms and opinions on what you should be doing. And somewhere in the middle of all that, content starts to feel like a chore rather than something that supports your business. Here’s how to keep it simple, focused and effective.

One of the most common reasons Marketing “isn’t working” is that it has gradually grown in layers. These layers feel busy, but they're disconnected. And that's usually a sign the foundations need attention, not that we need to add more activity on top.