Jonathan Pay

Jonathan Pay

@jonathanpay.bsky.social

Christian. Husband. Father. Feminist, increasingly socialist, always anti-fascist. Antipodean immigrant in UK. Cinephile. Jack-of-all email marketing trades. Board game & RPG enthusiast. Stroke survivor.

71 followers126 following281 posts

So, Mayfair Witches season 2: I liked it, I think I liked it better than season 1. Better than Talamasca, but not as good as Interview With The Vampire. Loved The Vampire Lestat, and really looking forward to Queen of the Damned.

If I had a nickel for every time, Jack Huston was cast in a Witch-y show, I’d have 2 nickels. Which isn’t a lot, but writers that it happened twice. Related(?) is nephew of Angelica Huston, who has also portrayed many witch-y characters.

I can remember seeing someone's business card, maybe on twitter, more than 10 years ago and I liked to concept so much I adopted it as my own. I can't find that original again unfortunately, but it looked something like this image, only it was also colour coded:

My AirPods went through a wash the other day, case and all. At first I thought one of the was going to be permanently squeaking at me, but they dried out and have been fine! How resilient is some tech?!

Jonathan Pay reposted

Memo to pretty much (but obviously not quite) everybody in the media…

George Eaton@georgeeaton.bsky.social

Reform have now lost six by-elections in a row in England, Scotland and Wales. Their national poll rating is 26% – below Labour in 1983 – and Farage’s approval rating is -37. They’re very far from the voice of the people and need to stop being treated as such.

Listening to Biblical Time Machine’s podcast episode on The anible in Aramaic. And while I *understand* using their term “Lingua Franca”, they’re talking about a significantly early use of that phenomenon and part of me would really like them to state that out right…

Late to the party, but I finished Dare Devil Born Again yesterday. The ending was simultaneously a thorough spectacle but also disappointing. How does Fisk get to walk away with the deal from the AG that was presented before he slaughtered his way through the hallways of civilians?!

Jonathan Pay reposted

Replying to @natashadevon.bsky.social

… had that reaction. It’s about what happens when we encounter information that not only challenges our beliefs but our identity. Our brains basically refuses to accept it because if we did we’d go mad. It’s fascinating. (Oh and what I said was true. pmc.ncbi.nlm.nih.gov/articles/PMC...)

pmc.ncbi.nlm.nih.govPubertal Suppression for Transgender Youth and Risk of Suicidal IdeationGonadotropin-releasing hormone analogues are commonly prescribed to suppress endogenous puberty for transgender adolescents. There are limited data regarding the mental health benefits of this treatme...

Jonathan Pay reposted

Once I cited research which found puberty blockers reduce suicidal ideation in trans people by 70% whilst on a tv show. The GC woman I was on with repeatedly screamed THAT’S NOT TRUE! THAT’S NOT TRUE! (not just on air but into the ad break). Anyway I’m reading a book which explains why she ….

Jonathan Pay reposted

I had the opportunity to confront Pete Hegseth's bigoted spiritual mentor, Pastor Doug Wilson, and call him out on his history of hate, his misreading of the Bible, his hijacking of Jesus, and his cosplay Crusading. It was worth it.

📧 Six signs your email programme needs a specialist, not just more effort: 🧪 Bad A/B results? The test design is probably the problem, not the data 📬 Spam folder = active sender reputation damage, not bad luck 🎯 "Monthly newsletter" is a habit, not a strategy

Forty-five percent (45%) (!) of email marketers have a documented strategy. It means the majority are making decisions without one. Which explains quite a bit: why email gets treated as a last-minute channel, why measurement stays inconsistent, why the same problems recur month after month.

A documented strategy isn't a bureaucratic exercise. It's a record of intent. What you're trying to achieve, for whom, and why these particular tactics serve that goal. Without it, every decision starts from scratch. With it, decisions have somewhere to stand.

Most email marketers spend their days reacting. A campaign's due, so they write one. A metric dips, so they tweak something. An idea forms in a meeting, so they build it. You can stay busy and still not move anywhere. Tactics without a strategic frame are just activity. Keeping up isn't strategy.

I've noticed the shift in my own work. Moving from "what shall we send this week?" to "what are we trying to build, and how does this campaign serve that?" changes how you approach everything. The brief, the copy, the measurement. Even what you choose not to do.

Roughly 40 to 45% of your audience are methodical buyers. That's nearly half your list! Most marketers don't write for them. Not because they don't care, but because most marketers write for themselves. And most marketers are spontaneous or competitive by default.

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It doesn't show up as a tag or a segment. It's just how those people think. Which means the campaign itself has to do the work. One message, written with enough range that each type of buyer finds something to hold onto. That's the core of Buyer Modalities & GenAI.

Roughly 40 to 45% of your audience are methodical buyers. That's nearly half your list! Most marketers don't write for them. Not because they don't care, but because most marketers write for themselves. And most marketers are spontaneous or competitive by default.

Bold claims, urgency, act now. Which works fine for maybe 30 to 35% of an audience. This isn't something you can fix with segmentation. You can't identify methodical buyers in your data the way you can identify someone who hasn't opened in 90 days.