17 August 2026
Don't spam them. Nudge them when it matters.
I got tired of tools that only know how to send. This is the note I wanted to hand someone.
Getting them back
Getting visitors is hard. Getting them back is harder. That is not a slogan I workshopped. It is the boring fact I lived with in newsrooms. You invest in the piece. People arrive. Most leave. The web has a weak memory of the relationship.
Newsletters helped. App push helped if you had an app. Web push should have been the version anyone could use. Install a script, collect permission, talk to people who already showed up.
A lot of the products in that wave copied the email playbook. Send to everyone. Send often. Measure sends. The channel worked, and then it felt like noise. I watched both halves of that.
The word
I started saying Nudge because I needed a word that was not push. Push is delivery. It can go to everyone. A Nudge is a judgment. It earns an audience, or you wait.
Swedish in my head was simpler. Spamma inte dina användare. Nudga dem när det behövs.
I do not need that sentence to be poetry. I need it to be the default when someone asks what we are doing here.
What I am actually building
A permission-based message, sent when it is worth sending, to people who will actually care. A skip that is a decision, not a failed campaign. Proof that is not only CTR.
Some of that you can use today. Some of it is still in the shop. I would rather say that than write a wrap-up that makes it sound finished.
If you want the longer version of how I got here, it is on the about page. If you want the meeting I could not win, I wrote that down too.
