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Author: Parry Malm

Parry Malm

CEO of Phrasee, Parry is digital marketing's Hannibal Smith who loves it when a plan comes together.

i thought email was dead?

Four things email marketers should do to get noticed in their company

Email marketers are, in my experience, pretty awesome people. They are the unsung heroes of digital marketing departments.

And yet, they’re often ignored when bigwigs talk about “digital marketing”, despite email delivering awesome ROI.

So here’s what you, email marketers, should do to get noticed in your company.


10 things I learned raising £1m VC for my martech startup

Last week, my business, Phrasee, announced a £1m seed investment. Awesome! Champagne all round! But, getting there wasn’t easy. 

See, I’ve never run a fast-growing martech business before. Luckily, I’m a quick learner – and here’s 10 things I’ve learned about startup fundraising since launching 18 months ago. 


According to 32,198 emails, most retailers use boring subject lines

Ah, the humble subject line. Gatekeeper of your offers. The crux of your campaigns. And the source of unrivalled consternation.

Is the message on brand? Does it sound spammy? Will it drive sales?

According to the vast majority of the N subject lines we analysed, the answers are no, yes, and probably not as much as you’d like.


Four predictions for email marketing that won’t come true in 2016

For the last three years, I’ve made predictions about various aspects of online marketing (see here for 2015 and 2014.) They’re mostly right, except for most of them.

This year, instead of soothsaying, let’s focus on things I wish would happen... but likely won’t.

So here’s some predictions for email marketing that won’t come true in 2016.

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What’s the best Black Friday subject line ever according to 3,892 emails?

This week, your inbox is probably filled with Black Friday emails. And they’re all pretty much the same. “20% off now!” or “Don’t miss out!” or “Buy this TV or else I’ll club this baby seal!”

And since every retailer seems to follow the same approach, everyone else follows suit.

You don’t want to be that one brand that misses out on one of the biggest shopping days of the year.


Björn Borg underwear: why I think they’re the Masters of Marketing

We asked a few friends of the blog to nominate their favourite brands in the Brand of the Year category at Econsultancy and Marketing Week’s new Masters of Marketing awards. Here is Parry Malm with his nomination…

Econsultancy asked me which brand I thought was truly a Master of Marketing.

After much thought, and I’m sorry Kanye, Ima let you finish, the prize goes to Björn Borg, the purveyor of colourful socks and underwear. Here’s why...


We analysed 82 Econsultancy email subject lines and here’s what we learned

One of Econsultancy’s main retention and sales channels is email marketing. Duh! Same as nearly every other company on the planet.

Email works because it’s the foundation of online marketing. But... is Econsultancy's subject line language optimal?

We analysed the emotional power of 82 of its recent email subject lines and here’s what we discovered.


How to stop referral spam from screwing up your Google Analytics stats

What is the deal with referral spam? Aside from it being mega annoying, pointless, and stupid?

If you use Google Analytics, you definitely know what I’m talking about. It’s those almost-real-but-actually-fake-spamming-links that show up on your analytics and screw up your KPIs.


Computers can rap better than Kanye. What does this mean for marketers?

Here’s the news: computer scientists in Finland have created an algorithm that can programmatically create better rap lyrics than rappers.

The potential of this technology has HUGE implications for marketers. And here’s why.


211 awesome phrases for email subject lines that sell

Newsflash: email is a great way to sell stuff online. And subject lines make a huge difference to your bottom line. This is a fact.


11 good or bad things that may or may not happen in digital marketing in 2015

Every year in January we are faced with a litany of predictions for digital marketing

Some are interesting, some are right, and some are wrong, and the vast majority are re-stating what’s already happening. Which isn’t courageous or interesting.

In this post, I’m going to bring out my inner soothsayer and make some bold, wild predictions on good or bad things that may or may not happen in 2015. 

The fence I’m sitting on comes at no extra cost. 


How accurate were my seven email marketing predictions for 2014?

In January 2014 I blogged about my seven super exciting predictions for boring old email marketing, which raised a lot of questions…  

So now, in hindsight, how accurate was I?