Marketing
Marketing
Email marketing, campaign strategy, Pardot, Mailchimp, and audience management for financial services firms.
Email Marketing Foundations: a Pardot preference centre is worth building properly.
Most Pardot preference centres are a checkbox list and a submit button. The platform is capable of significantly more, and the gap between what most organisations ship and what is possible is worth understanding.
June 2026
Email Marketing Foundations: the inbox relationship is not disposable.
AI-generated content has flooded every channel, including the inbox. But email is the channel where low-effort content does the most damage, because the relationship it sits inside took years to build.
June 2026
Practice websites are doing more work than most firms realise.
Direct traffic to a practice website may be low, but AI search systems are reading every page and citing what they find. The website's influence on how a firm is described to prospective clients has never been greater.
June 2026
Most email audiences are built from stale CRM exports.
A static email list reflects the CRM at the point of last export, not today. As contacts change firms, status, and relevance, the list does not update. CRM-synced audiences do.
May 2025