Field Notes · Category
Email Marketing.
12 articles on email marketing — tactical, evidence-led guidance from our team.
What is Email A/B Testing? How to Test and Improve Email Performance
Email A/B testing sends two versions of an email to different parts of your list to identify which performs better. This guide explains what to test, how to run valid tests, and how to act on results.
Email MarketingWhat is a Transactional Email? Examples and Best Practices
Transactional emails are automated messages triggered by specific customer actions — order confirmations, shipping updates, password resets. They have the highest open rates of any email type. This guide explains how to use them effectively.
Email MarketingWhat is Email Click-Through Rate (CTR)? How to Improve Yours
Email click-through rate measures how many subscribers click a link in your email. It reflects content relevance and call-to-action effectiveness. This guide explains what a good CTR is and how to improve it.
Email MarketingWhat is a Welcome Email Sequence? How to Write One That Converts
A welcome email sequence is the automated series of emails sent to new subscribers. It is your most-opened email series and the foundation of your email marketing relationship. This guide shows you how to build one.
Email MarketingWhat is Email List Building? How to Grow a Quality Email List
Email list building attracts and converts website visitors into subscribers. This guide covers the strategies, lead magnets, and best practices UK businesses use to build quality email lists that convert.
Email MarketingGDPR Email Marketing: What UK Businesses Need to Know
UK email marketing must comply with UK GDPR and PECR. This guide explains the consent rules, what you can and cannot do, and how to run a fully compliant email marketing programme.
Email MarketingWhat is Email Open Rate? What's a Good Open Rate in the UK?
Email open rate measures what percentage of your subscribers open each email you send. This guide explains what it means, what affects it, and what good open rates look like for UK businesses.
Email MarketingWhat is Email Segmentation? How to Send More Relevant Emails
Email segmentation divides your list into groups based on shared characteristics to send more relevant, targeted messages. Segmented campaigns consistently outperform unsegmented campaigns across every email metric.
Email MarketingWhat is a Drip Campaign in Email Marketing?
A drip campaign is a series of pre-written emails sent automatically over time to nurture leads or onboard customers. This guide explains how drip campaigns work and how to build effective ones.
Email MarketingWhat is Email Automation? How to Set Up Automated Email Campaigns
Email automation sends the right message to the right person at the right time — without manual effort. This guide explains how email automation works and which automations UK businesses should set up first.
Email MarketingWhat is Email Marketing? A Complete Guide for UK Businesses
Email marketing sends targeted messages directly to subscribers' inboxes to build relationships, drive traffic, and generate sales. This guide explains how it works and why it remains one of the highest-ROI digital marketing channels.
Email MarketingEmail Marketing Agency UK: What to Expect and How to Choose One (2026)
An email marketing agency manages your email list, creates campaigns, sets up automation, and optimises performance to maximise revenue from your existing audience. This guide explains what UK email marketing agencies deliver and how to evaluate them.