Turning Email Insights into Social Strategy
Your email list already knows what your audience wants. Your social strategy just isn’t listening.
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Most marketers judge email on open rates.
But opens are increasingly unreliable, inflated by privacy features and automated checks. You can have a 65% open rate and a 0.5% click rate, and only one of those is your customer actually telling you something.
The real insight is in behaviour: what people click, what they hesitate over, what they tell you, and what they only buy on discount.
Email doesn’t just drive revenue. It’s a diagnostic tool for your whole marketing strategy, and social is one of the first channels that should be learning from it.
What you’ll learn:
In this session, we’ll dive into:
Beyond the open rate
Why opens can mislead you, and which signals actually show intent – like clicks, replies, and exactly where in an email people click.
Reading behaviour as a diagnostic
What clicking but not buying, repeat cart abandonment and discount-only purchasing reveal about your positioning, offer, pricing and trust, and how to address them in your social content.
Listening to what customer behaviour tells you
How surveys and preference data can reveal why people really buy from you, which is often not the reason you think, and how that should shape your social messaging.
Turning email signals into social content
Using the products, imagery styles and story-led emails that earn the most clicks to decide what to post next, and using email to test ideas before they hit your social calendar.
Closing the loop
How email, social and paid work together, and how to feed social engagement back into email so every channel keeps getting smarter.
Who will be joining?
Speaker: Margaret Ward
Margaret Ward is the founder of cc’d consultancy, a specialist email and CRM consultancy. She has supported brands internationally and helped generate millions in client revenue. She is also the co-founder of The CRM Space, a speaker, mentor and community builder committed to creating better opportunities for marketers. Margaret was named one of Girls in Marketing’s Top 26 Marketers to Follow and one of Alt Marketing School’s Top 100 Marketers to Watch in 2026.
Host: Madison Allen
PR, Events, and Education Manager at Metricool
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