How Duolingo Keeps People Coming Back With Email
Duolingo turned language learning into a daily habit for millions of users. Its email strategy combines personalisation, behavioural triggers, gamification and timing to drive lasting engagement.
The Science of Curiosity in Subject Lines
Why do some subject lines feel impossible to ignore? The answer lies in information gap theory, cognitive tension, and the human brain's drive to resolve unanswered questions.
How Email Marketing Borrowed Ideas From Newspapers
Long before inboxes existed, newspaper publishers solved the same challenges email marketers face today: capturing attention, building loyal audiences, and generating revenue through advertising and subscriptions.
Most Newsletters Fail Because They Have No Point of View
Most newsletters don't fail because of bad design or weak deliverability. They fail because they sound exactly like every other email in the inbox.
Why High-Performing Emails Often Look Surprisingly Simple
Many of the highest-performing emails don't look impressive at all. In overloaded inboxes, simplicity often outperforms complexity because it reduces cognitive friction and feels easier to engage with immediately.
Why Some Emails Feel ‘Heavy’ Before You Even Open Them
Subscribers subconsciously estimate how mentally demanding an email will be before they even open it. In overloaded inboxes, perceived effort often determines whether an email gets attention or postponed indefinitely.
Why People Intend to Read Your Emails Later (But Rarely Do)
Most ignored emails aren't consciously rejected. They're mentally deferred, forgotten, buried, and eventually abandoned. 'I'll read this later' is often just a softer version of delete.
Your Emails Aren’t Competing With Businesses — They’re Competing With Humans
Most marketers think their emails compete against other brands. In reality, they compete against group chats, notifications, social feeds, work stress, and human attention itself.
The Average Email Is Read for Less Than 9 Seconds — Here’s How to Win Anyway
You don’t have minutes to convince your reader — you have seconds. Here’s how to write emails people actually pay attention to.
The Psychology Behind Emails People Actually Click
Why do some emails get ignored while others drive clicks instantly? Discover the psychological triggers behind high-performing email campaigns.