Nick Crawford, Owner of Twist Consultancy
Nick’s mission is to help businesses win and retain customers with relevant and engaging marketing by reshaping their strategy, delivery and training.
Working with B2C & B2B clients for over 15 years, he has a deep understanding of data-driven marketing & strategic planning. Experience spans across CRM, Direct Marketing & Automation, with a specialism in email and cross channel integration.
An elected member of the DMA Email council and IDM Tutor of their Digital Diploma. Nick also holds a Post Graduate Diploma in Digital Marketing from the Institute of Data and Marketing (IDM)
What if the "death" of cold B2B email has been greatly exaggerated, and you're just three strategic shifts away from doubling your response rates? Discover why the marketers seeing breakthrough results in 2025 aren't sending more emails, they're sending smarter ones, leveraging AI in ways you might not have considered. Ready...
AI is reshaping our industry, but not always in the way you might expect. As Apple Intelligence and the evolving inbox technology transform how billions of readers interact with email, we're seeing a surprising twist: these advances are driving us back to marketing fundamentals. Discover how to adapt your content strategy...
Summary Have you noticed a shift in the email marketing landscape? As the lines blur between digital channels, channel experts are being asked to deliver more than just great email campaigns — they’re now expected to create unified, seamless experiences across web, social, SMS, and more. This blog dives into the...
Email marketing - a goldmine of business intelligence. Ready to unlock the hidden power of your campaigns? Read on to transform your email marketing from a communication tool into a strategic powerhouse. From sales to product development, customer service to brand strategy, discover how email insights can give your company a...
I was recently asked to provide a keynote speech at a university. In preparing for this I started to think about the benefits of learning. Drawing on my own experience both sides of the lectern, I know and see how combining theory with real world practical experience, elevates any marketers game....
How many emails do you see (and maybe even create) that are “OK”? It’s not enough anymore. This guide equips you with five ways to transform your campaigns from forgettable to phenomenal. Master planning, storytelling, killer content, tech and channel integration. Rise above the inbox noise, crafting emails that captivate, build...
Ever wondered what influences your audience as they open, click, or engage with your emails? This article is your key to understanding the psychology behind those choices. We'll unravel the science and craft of creating emails that not only capture attention, but also drive action and long-lasting customer connections. Note: The...
Adding a touch of humour and playfulness to even serious topics or products can significantly enhance your email campaigns. In this blog we'll delve into the psychology behind joyous content and explore how it can elevate your email marketing game. I’ll provide examples and practical tips to strike the right balance...
Summary: With AI creating time efficiency on many tasks, marketers can (and should) increase their focus on creating richer, more connected, and more customer-centric content. By adding personality and emotion to emails, we can develop conversations beyond simple communication. As an example, I explore how a hotel's well-crafted webpages and emails,...
Are you curious about how ChatGPT and AI could change the game for your campaigns? Look no further. In this blog, we're going to dive into the world of ChatGPT and explore how this powerful language model can help improve your email marketing efforts. But before we get into the nitty-gritty,...
Ever thought "My click rate is decreasing, but I don’t know why." Here are some ways to further assess the situation and 7 key areas to focus on to create increased engagement (the clicks will follow.) When reviewing your email performance are you seeing a downward trend in your click rate?...
Great conversation is one of the joys of life. It entertains, informs, and engages. What lessons can we learn from breaking down the art of good chat. And how can we use this to develop our planning and content approach. Developing our emails from simply communications to conversations. Don’t talk at...
Over time it gets tougher and tougher to come up with those new ideas that will keep your email campaigns on an upwards performance. You’re not alone. And as someone clearly open to keeping well read and informed, here’s some help, just for you (ish). One of the toughest tasks for...
Is the need to deliver the next email campaign NOW! causing you to simply rinse and repeat old activity? Planning doesn’t need to be a luxury you don’t have the time for. Here are 5 simple steps to work through to ensure you keep your activity fresh, relevant and delivering maximum...
Email planning for an email campaign can often start as a blank box on a send calendar or launch schedule. But how do you ensure that you can put the reader back into the heart of the content? Here we look at 3 proven methods to move from planning to customer-centric...
How do you know what the majority of your readers think about your emails after receiving them for a while? Given that the majority of your audience won’t click on an email (a classic success measure) and open rate is diminishing as a measure of engagement, why not simply ask your...
Once upon a time we could test, learn, and implement without fear or bias. Knowing that our emails would look different for each reader, but happy to work with the majority view. This is no longer the case as this example highlights. Help wanted on what you’ve found, changed and decided...
Editor's Note: Nick will be leading a discussion on this article at a special, open-to-all OI Live Zoom Call on Thursday, March 25, 2021 from 12:00 noon to 1:00 PM ET. Register here. Great marketing, that blend of art and science, is as much about knowing your customers emotional needs and...
Summary Using a defined creative delivery process with clear accountability across decisions and task, will ensure you produce the best campaigns with the minimum waste of time and effort. Have you ever found yourself having any of these conversations with colleagues or clients: “We need to do something, but we’re not...
Summary What’s the purpose of your newsletter? Often one of the largest and most frequent sends from a brand, but often a compilation of message and objective, as it tries to do all things for all stakeholders. When trying to speak to all of your audience at the same time, what...