The Mailfois blog
Notes, guides and the occasional strong opinion on email marketing, by Liam Kane. For hands-on help, try the free tools.
How to edit an HTML email template without breaking it
Email marketingA plain-English, no-coding-needed guide to editing an HTML email template: how to find the bits you change, swap text, images and links, generate a plain-text version, and paste it into Mailchimp, Klaviyo or Brevo.
Your email list is a legal liability. Most small businesses have no idea.
Data & complianceIf you've been collecting email addresses without thinking hard about GDPR, you're not alone — but you are at risk.
How to write email subject lines that actually get opened
Subject linesLearn what makes email subject lines work — length, spam words, exclamation marks, mobile cut-offs, and more.
Email preheader text — the most overlooked line in your inbox
Preheader & preview textMost businesses leave their email preheader blank — and hand their open rate to chance.
See exactly how your email looks before you send it
Inbox previewMost email marketers send blind — no idea how their subject line renders on iPhone, Gmail, or Outlook.
How long should your emails be — and are they actually easy to read?
Readability & copyHow long should a marketing email be?
How to name your email campaigns consistently — and why it matters more than you think
Campaign managementLearn why consistent email campaign naming conventions are essential for organisation, reporting, and scaling.
Your emails are going out. Nobody's doing anything. Here's why.
Email marketingIf your emails get opened but nobody clicks, buys, or books — the problem is almost certainly your call to action.
Still sending from Gmail? Here's what that's quietly costing you.
Domain & emailA gmail.com or hotmail.com address doesn't just look unprofessional — it actively hurts your open rates, your spam score, and your first impression.
The first email you send a new customer is the most important one you'll ever write.
Welcome sequencesMost businesses send nothing when someone new signs up.