Making it difficult to unsubscribe will backfire on brands as tighter regulation approaches.

It's not rocket science. Research shows great offers work best, as long as your brand is trusted.

No more scanning of Gmail emails -- and about time too. Google shouldn't have -- and didn't need to -- spy on its users.

Even if you're geared up for opt-in, repermissioning will become a chore repeated every other year under GDPR.

Email marketing has an ROI four times higher than social and paid search because transactional emails get an eightfold boosts in opens.

It's impossible to be truly personal, isn't it? But don't let that stop you from segmenting and automating to get as near as you can.

One in two Millennials are making three purchases a quarter through branded emails that they keep safely stored in a second inbox.

Once again, email has been named as the channel that companies will put more investment in this year than any other, including social.

Text-only emails might sound boring but if you want to be a reader's best friend, they can end up feeling like welcome letters which update and upgrade.

In a mobile-first world, email must be interactive and intuitive, and so a start-up is letting recipients check out within a message.