Marketing Calendar 2026
Conversion
In plain terms, a conversion is when someone takes a specific action you want them to take. It’s the moment a visitor crosses the line from passive browser to active participant, whether that means signing up for a newsletter, downloading a guide, booking a demo, or making a purchase. If marketing is about drawing people in, conversions are how you know it’s working.
Not all conversions are equal, of course. There’s a useful distinction between micro and macro conversions. A macro conversion might be your main goal, like requesting a demo or starting a free trial. Micro conversions are the smaller steps along the way; things like visiting the pricing page, spending a certain amount of time on-site, or signing up for a webinar. Tracking both can give you a fuller picture of how people are moving through your funnel.
Optimising for conversions, often called “CRO” (Conversion Rate Optimisation), involves testing page designs, messaging, CTAs, or user flows to increase the number of people converting gradually. It’s a bit like giving your digital touchpoints a tune-up, based on what real users are doing (or not doing).
Keep expanding your knowledge
5 plug-and-play marketing campaigns using WhatsApp and a CDP
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Blog
5 plug-and-play marketing campaigns using WhatsApp and a CDP
Tom Blijleven
06-01-2026
Many look at WhatsApp for Business as a simple newsletter channel or service chat at best. Get inspired by these 5 ready-to-go marketing examples.
Best practices for good order confirmation emails in eCommerce (2026)
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Blog
Best practices for good order confirmation emails in eCommerce (2026)
Tom Blijleven
23-12-2025
When you are handling orders, in B2B or B2C, order confirmation emails play a critical role in the customer journey. Stop sending boring emails!
Key Marketing Dates 2026
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Calendar
Key Marketing Dates 2026
Add some extra sparkle to your campaigns by pinning them to the big dates and events of 2026. See all key dates in our handy calendar.
The Great British Split Test 2025
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Guide
The Great British Split Test 2025
Does an all-caps subject line grab attention? Where should you put your CTA for max impact? See what Spotler tested on their own audience.
“Breakup emails”: how to re-engage your coldest subscribers
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Blog
“Breakup emails”: how to re-engage your coldest subscribers
Jessica Brick
12-12-2025
Every marketer has a segment they avoid looking at too closely: the cold list.
Love at first click: Pre and Post Valentine’s campaigns that deliver real revenue
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Event
13
Jan
Love at first click: Pre and Post Valentine’s campaigns that deliver real revenue
With the right pre and post Valentine’s campaigns, you can lift revenue, strengthen your data and turn one off shoppers into loyal customers. Join us to find out how!
Events without the Hassle: All the Data, None of the Chaos
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Event
22
Jan
Events without the Hassle: All the Data, None of the Chaos
Get more out of the events you’re already running. Combine efficiency with a professional experience for your attendees and stop leads slipping through the cracks and follow up with ease.
Become the Brand AI Recommends First. Understanding Citation Authority for 2026
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Event
29
Jan
Become the Brand AI Recommends First. Understanding Citation Authority for 2026
One of the biggest emerging opportunities is citation analysis and citation building for AI platforms. Find out how you can get AI to cite your brand via GEO.
Galentine’s Day: the fastest growing seasonal trend marketers should pay attention to
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Blog
Galentine’s Day: the fastest growing seasonal trend marketers should pay attention to
Richard Wall
09-12-2025
Galentine’s Day has grown from a small cultural moment into one of February’s most commercially interesting trends.
B2B Valentine’s ideas: campaigns that will not make tour audience cringe
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Blog
B2B Valentine’s ideas: campaigns that will not make tour audience cringe
Richard Wall
09-12-2025
Heart emojis and pink colour palettes are less likely to move your business customers. But there are other ways to make use of Valentine’s Day.