✋ On Wednesdays We Opt Out.

‍Nurture your customer by leaving them out.

You know that one friend who “forgets” to invite you to brunch? Yeah, not cool. But when it comes to marketing, sometimes being left out is actually the best move.

Not every message is for everyone. A Mother’s Day promo? A Father’s Day discount? Some customers really don’t want to see that. There’s even a term for it…

‘Unintended Negative Brand Association’ – This occurs when a brand, through actions or messaging, inadvertently creates a negative image or perception in the minds of consumers, potentially damaging its reputation and brand equity.

And the solution? Offering an easy opt-out option for your audience.

Why it matters:

• No one wants a brand that stirs up negative emotions.
• Giving customers control builds trust (and keeps them engaged on their terms).
• It’s a small move that makes a big impact.

Most email platforms support Preference Centres, Segmented Opt-Outs, and Custom Tags, so why not use them? Try it next time—maybe for Easter or Father’s Day. Because let’s be real, skipping an email (or some avo toast and a mimosa) every now and then isn’t the end of the world.

‍

---

‍

🐣 Easter's CRACKING It!

Are you prepared for the hospitality surge this Easter? 

Hospitality is in for a golden weekend, with Easter bookings up 40% on last year according to Zonal and Easter Sunday smashing it with a 75% surge since 2022.

Every year the hospitality industry sees growth in restaurant bookings for this holiday and we have the data to prove it.

💳 Spending’s up—in 2023 transaction volumes rose 3.09% over Easter (Barclays).
🏨 Hotels packed out—in 2024 independents hit 65% occupancy on Easter Saturday (RoomRaccoon).

🐰 So, what’s your Easter play this 2025? Extended hours? Bigger menu? Special offers? Whatever the choice, make it happen.

‍

---

‍

👀 A Poster Ain't Just A Poster

Why artwork is NOT a dying marketing asset.

People don’t want to guess—they want all the info at a glance. And the numbers prove it. Yes, we love a behind the scenes reel or a perfectly shot cheese pull but ad creatives packed with clear, contextual artwork or an informative text overlay are smashing performance benchmarks at the minute - and that's across awareness, traffic, and conversion campaigns.

For one EDGEY client, static artwork ads consistently outperformed other formats on Meta in February—delivering 82% more impressions than carousels and 25% more than video across multiple campaigns. That’s not a typo, and it's not just impressions that outperform.

We have found that across multiple campaigns, artwork-driven ads consistently drive higher engagement and stronger ROAS compared to other formats. It’s simple: give people what they need, upfront, particularly at conversion stage.

What should you switch up?

• Ditch the over complication—hit them with clear, high-impact creative at the conversion stage of the funnel.
• Make it contextual—give them the info they need to make a decision.
• Stick to ad spec text guidelines!!—because what’s the point if it doesn’t get approved?

Keep it clear. Keep it contextual. Keep it converting. 

‍

‍

---

‍

🫣 Dodging Ads Like It’s 2009

Meta Ads Are Changing—But Will People Really Pay To Dodge Them?

Meta’s latest consideration—offering ad-free subscriptions—has sparked some real head-scratching. Will people actually pay? Honestly… it’s a tough tell but considering only 36% of UK adults use ad blockers, there seems to be limited demand.

One comment on Chris Nightingale’s LinkedIn post said: “If someone hates ads enough to pay to remove them, they were never buying from us anyway.” — Fair point.

 But we believe there's always a chance that one standout creative could still capture the attention of even the hardest-to-convert persona. If you read our Echo edition 001, you’d know not to give up on them.

We don’t claim to have all the answers just yet—but we'll report back on this one for sure.

‍

---