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Rethinking progressive profiling to find out what’s happening with your customers now
Your data might not support you, but asking your customers questions to put them at the forefront of decision-making might get you through this crisis. Three years ago – remember three years ago? When life was normal, and we could eat, shop and travel, and I had...
Agile marketing in the era of COVID-19, BLM and recession
Companies must define who they are, what they stand for, what the company's brand equity is and how it will leverage that in the current economy. A good friend asked me an interesting question the other day: How can a company in the email space build equity in today’s...
Marketing’s new challenge: Moving to the next normal
You must find ways to tailor each channel's messaging that’s appropriate for your company, your market and your customers as your operations begin to reopen. At the recent Discover MarTech virtual event, where I was honored to host a roundtable discussion, I was...
A new KPI for marketers: Humanity
Right now, we must track the news and respond with differentiated messaging to measure the temperature of geographic regions and market to each with thoughtfulness. I’m worried. I see the news every day, covering what’s happening in New York, Chicago, Washington,...
Authenticity is now more important than ever during the coronavirus
Review all your email communications through the lens of people who are stuck at home and use it to empower your empathy and inform your marketing. My inbox has been flooded with compassionate messages from retailers, businesses and SaaS vendors expressing their...
Your ability to adapt and learn is essential to your success in 2020
The amount of data is growing at a phenomenal rate but we are not adopting that data to guide decision-making at the same rate. We need to change this in the coming year. Whew! Q4 is over! Everybody, take a breath and fill up your free time (hee-hee) with all the 2020...
4 1/2 predictions for marketers in 2019
Marketers must get smarter about using technology to better serve customers and increase the value you represent to them in the coming year. The internet is replete with predictions of what’s going to happen in the coming year. I usually don’t put much stock in them...
Marketers must capitalize on the new wave of email innovation
Discover which companies are pushing the virtual envelope in the email marketing space. The latest round of acquisitions – Adobe/Marketo, Salesforce/Rebel and Twilio/SendGrid – is exciting because it means email-led innovation is entering a new era. It’s proof...
Want real email results? Stop focusing on the open rate
We're exploring how painting a picture of your customer over time -- using email engagement data -- can yield significant results. Even after all this time, when we’ve learned so much about what matters in email performance, I’m still hearing people say things like...
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