The first thing you notice is the white space. Generous spacing gives the content room to breathe - you literally feel the calm before you even read the headline. There’s no clutter, no heavy graphics, no colour overload.

It feels like such a small, unimportant thing. Like, “Does anyone even notice?” Yes: a missing postal address matters. Unlike email addresses, which can be easily created or faked. Beyond compliance, it’s a trust signal and protects your deliverability.

If you haven’t sat down with your email strategy yet, this one’s for you. I’m breaking down seven emails I’d send for Black Friday and Cyber Monday—the ones that actually get people opening, clicking, and buying, without overwhelming your list.

In a world where so many emails feel identical, Pit Viper dares to be different. And that difference isn’t random - it’s calculated. They know what their audience expects, and they deliver it.

Ben Clay and Conor Wilson from ActionRocket were kind enough to walk me through a standout campaign they created for BBC Studios. This wasn’t your average promo email. This was a full-on experience!

Waitlists are a smart, low-lift way to boost your launch. They build your list. They build buzz. They build buyer intent. Just keep it simple, stay on-brand, and test what works for your audience.

Tattly’s emails are full of colour, packed with big graphics, and instantly recognisable - even if you didn’t read a word. They use a clear layout so even though the emails are on the longer side, it doesn’t feel like a chore to scroll. You just want to keep going.

Luxury brands can fall into the trap of style over substance - prioritising sleek visuals and dreamy aesthetics while neglecting the strategic backbone that drives conversions. But successful luxury marketing often has more in common with B2B than it does with traditional ecommerce.

When you're ready to grow, don’t ignore your existing fans. These are the people already buying from you, opening your emails, and telling their friends. If you’re not tapping into that loyalty, you’re missing one of the most cost-effective marketing strategies available.

Branding Designer Jasmin Plouffe and I explore the balance between creativity and consistency in email design. We dive into how visual appeal supports engagement, and how to maintain your brand identity without being boring!

Jill recently turned to art. It was during this journey that she came across an email list that continues to inspire her - not just for its creative content, but for its value-driven approach to marketing.

Janel Torkington, Co-Owner & Content Designer at Strange Birds and I dove deep into how email marketing works for unsexy products – like taxes. Yup, taxes.

In email marketing, sometimes clarity over clever works best. Chanti Zak, Quiz Growth Strategist and Growth Coach joins me to break down how Cut 30 structures its emails to drive engagement and conversions.

Rachael Johnson and I discuss Maha Copy's welcome email. We explore the importance of hooks, consistency in email marketing and the significance of authenticity in building a personal brand.

Most brands describe their products in a way that’s, well… bog standard. But what if you gave them a personality? Characters make your brand feel human, and humans build relationships.

Ah, Valentine’s Day - the marmite of holidays. Some love it, while others would rather skip it entirely. For email marketers, this raises an age-old question: Should you offer subscribers the option to opt out of celebration emails?