There’s now a word for the kind of AI writing that at first glance looks good, but when you read it properly – when you truly try to understand what it’s saying, and how it can help you – you realise it doesn’t help at all.

Limitations usually improve, rather than hinder, whatever you create. I learnt this when I first became an editor, back in the days of print.

Preview text (some call it the preheader) is so important it can make the difference between someone opening your email or ignoring it – and yet many marketers have no idea what it is.