Email marketing and lead capture, documented

Everything we know about email marketing and lead capture, organised so you can actually find it.

3

Subjects

Email marketing, capturing leads, and growing a list

15

Topics

Each subject split into the parts you actually deal with

150

Guides

Every one answers a single question, in full, free to read

Email Marketing Mastery

Everything between deciding to send email and knowing whether it worked: strategy, copy, design, deliverability and the numbers that tell you which of those four is broken.

50 guides →
Email Marketing StrategyDeciding what the programme is for before you decide what to send: goals, calendars, budgets, audits and the compliance rules that constrain all of it.10 guidesEmail CopywritingWords that survive the inbox: subject lines, preview text, welcome sequences, calls to action, and the formulas worth keeping.10 guidesEmail Design & TemplatesLayouts that hold up in sixty inbox clients: mobile-first structure, dark mode, accessibility, images, and when plain text beats HTML.10 guidesEmail DeliverabilityGetting into the inbox rather than the spam folder: authentication, domain warmup, sender reputation, bounces, blacklists and list hygiene.10 guidesEmail Analytics & OptimizationMeasuring what actually happened: which metrics mean something, what the benchmarks are, how to run a test that resolves, and how to calculate real return.10 guides

Lead Capture & Conversion

The moment a visitor becomes a subscriber. Forms, offers, pop-ups, landing pages, and the psychology that decides whether someone types their address or closes the tab.

50 guides →
Opt-in FormsThe form itself: how many fields, where it sits, inline versus pop-up, single versus double opt-in, and the copy on the button.10 guidesLead MagnetsWhat you offer in exchange for an address: which formats convert, how to build one quickly, how to deliver it, and how to tell whether it is working.10 guidesPop-ups & Exit IntentInterruption done carefully: exit intent, timing, scroll triggers, frequency capping, mobile rules, and copy that survives being unwelcome.10 guidesLanding PagesPages with one job: headline formulas, what goes above the fold, social proof, form placement, load speed, and the thank you page nobody optimises.10 guidesConversion PsychologyWhy people subscribe: reciprocity, social proof, loss aversion, cognitive load, and where the line sits between persuasion and manipulation.10 guides

List Building & Growth

Growing a list on purpose and keeping it healthy: acquisition channels, segmentation, automation, list hygiene, and the tools that hold it together.

50 guides →
List Building StrategiesWhere subscribers actually come from: content upgrades, referrals, partnerships, paid acquisition, social, podcasts, video and offline capture.10 guidesEmail SegmentationSending different things to different people: behavioural, demographic, engagement and RFM segments, plus the mistakes that make segmentation cost more than it returns.10 guidesEmail AutomationSequences that run without you: welcome flows, abandoned cart, browse abandonment, post-purchase, nurture, re-engagement and behaviour triggers.10 guidesList ManagementKeeping the database honest: preference centres, unsubscribes, cleaning, sunsetting, duplicates, GDPR obligations and migrating between providers.10 guidesEmail Growth ToolsThe software layer: choosing a provider, capture tools, verification, analytics, testing, personalisation, deliverability monitoring and integrations.10 guides