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In terms of the basics, like email targeting, it wasn’t up to the standard of what people would expect today. This article demonstrates the true value of apply the "basics of CRM" and what impact it can have to your CRM strategy

Brands who have robust CRM programs deliver the best results. I’ve been refining a simple Customer Engagement Matrix that helps teams step back and ask who do we want to target? with what sort of messaging and offers? how frequently? and what is the end goal of these communications?

Email and CRM aren’t just about flashy percentages or beautifully designed automations. They’re about measurement discipline, commercial reality, and (most importantly) trust! When you work in CRM, you’re not just sending campaigns, you’re managing customer data and brand reputation.

The future CRM practitioner won’t be judged by how quickly they can build a journey, but by whether that journey should exist at all, who it should target, and how its success is measured. AI won’t kill CRM as a profession. But it will kill the idea that CRM is just about building campaigns. And honestly, that’s probably long overdue.

A big tick to THE ICONIC for genuinely lifting their loyalty game 👏 Not long ago, I shared my perspective on a missed opportunity to recognise their most loyal customers. Credit where credit’s due, they’ve well and truly turned that around.

Curious to hear how others are thinking about this, are benefits finally about to win, or will discounts always be the fastest lever, even if they’re the most dangerous one?

There’s a meaningful difference between what a brand wants to recommend (sometimes driven by commercial priorities) and what data and algorithms suggest a customer is genuinely likely to purchase next.

Some of the platforms that used to be dismissed as “cheaper, basic alternatives” are now rolling out genuinely industry-leading features (hello AI, production recommendations, etc 👋) that rival and in some cases outperform the traditional big players.

One of my favourite CRM emails this week came from Amazon Music and it didn’t include a discount, a promo code, or a countdown timer screaming “LAST CHANCE!!!”.

January is when revenue anxiety quietly shows up in the inbox. Sales are soft. Targets haven’t moved. So the instinct is familiar: “Let’s push harder.”

I wrote a post a few days ago about how important it is for brands to take advantage of each moment, to recognise and reward members by tier (recognition of value and loyalty to a brand)

BFCM is over, you see an email from Legal. ACMA Complaints Received. Sound familiar?

Recently I saw that THE ICONIC launched a very cute activation in Melbourne; the Front Row Christmas Pop-Up with free coffee, cannoli and gifts. And as someone who has proudly worn the ICONIC lanyard… I love a good brand moment, it really ‘got me looking.’

’m a huge believer in customer loyalty (and the beautiful data that comes with it). Great loyalty propositions help businesses make smarter, data-led decisions and deliver real value for customers.

You probably know the old saying: “you can manage what you can measure.” The same goes for CRM

I see so many brands send out emails filled with large (and often beautiful) imagery but with no clear purpose for the audience.

It feels like Black Friday gets earlier every year…I’ve already noticed several smaller retailers going live with “Black Friday” sales, even before Halloween!

Opened up Facebook Marketplace this morning and was greeted with ads from two familiar faces; my former employers MYER and THE ICONIC

It still surprises me how often large organisations under utilise the customer data available to them, whether it’s missed opportunities in driving incremental sales and/or customer engagement; or missed opportunities to use it to prevent simple, avoidable mistakes