This week on Send Better Emails Jamie and James are joined by Scott Hircombe, founder of Parameter, a social media agency that has worked with some big brands.

Scott shares why most e-commerce brands are getting organic social completely wrong, why chasing views is a vanity trap and why the brands that win on social stop trying to sell and start building communities that actually care.

He also gets into where AI genuinely helps with content creation, where it leads brands into a homogenised mess and why human judgment still cannot be replaced.

If you run or market an e-commerce brand and want to know what good organic social actually looks like in 2026, this is a great place to start.

#ecommerce #crm #emailmarketing

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