The Importance of Email (a recession-proof marketing channel)

The Ownership Of Your Traffic is More Important Than Ever! Just like during other economic downturns (and recessions), business is becoming uncertain.  Internal processes are getting jumbled as remote work becomes the new standard, marketers are trying to be frugal with their advertising budgets, and consumers are spending less money.  There’s never been a more […]

DMARC Simplified: How It Can Increase Your Email Deliverability

Inbox placement is the foundation of every successful email marketing campaign.  If email deliverability decreases, so too does the effectiveness of any given email campaign. If it increases, then so too does open rate, click-through rate, and even conversion rate. Because when more subscribers receive what you send them in their inbox, more people engage […]

Email Marketing Flywheel: The Power of Strategic Compounding!

Jim Collins, author of the classic business book “Good to Great“, has a concept he refers to as the Flywheel effect: Picture a huge, heavy flywheel—a massive metal disk mounted horizontally on an axle, about 30 feet in diameter, 2 feet thick, and weighing about 5,000 pounds. Now imagine that your task is to get […]

How To Determine Email Marketing Impact Using Control Groups

What’s the ROI on your email marketing efforts? Maybe you’re used to answering that question by explaining that, according to your last-click attribution set-up, 60% of people purchase because of email. Or maybe you’d say something like, “Well, according to our attribution model, we have a 1000% ROI on our email marketing.” That sounds good […]

The “Black Swan” of Email

The black swan theory or theory of black swan events is a metaphor that explains an event that comes as a surprise, has a major impact and is often inappropriately rationalized after the fact. In his book “The Black Swan”, Nassim Nicholas Taleb states that this event can also be relative to knowledge. As an example, a turkey gets fed […]