Marketers worry about how often they should email customers. The advice from reed.co.uk is to let customer behaviour set the tempo, so they remain in control.

Are you more sales-driven than helpful in email? It's only by adding true value that customers will engage with emails and be ready to convert.

Don't ditch the make-up or watch the game in your underwear; keep discovering more about customers to keep email fresh and relevant.

Email marketers, tech teams and copywriters must act now to inform and then segment consumers to avoid massive DGPR fines.

Automation tools are there to help email marketers - but if the human element is added, it can be too easy to let data guesswork diminish your brand's key messages.