Connect signups, messages and follow-up conversations.
Email & customer contactA delivered message has not necessarily been read, and a recorded click has not necessarily come from an interested person. Ignoring these distinctions can lead to the wrong decisions from an email report.
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Email & customer contactAn email automation should first be described as a process before individual messages are built in a tool. The most important questions often lie between messages: who enters, when the sequence ends and what happens when status changes.
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Email & customer contactA message about a changed process should quickly identify who is affected, what changes and whether action is required. The internal story behind the decision usually belongs afterward.
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Email & customer contactThe balance between information and offers should follow the newsletter's purpose. A fixed percentage does not automatically suit every issue and can turn useful material into filler between sales blocks.
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Email & customer contactMoving email providers is not simply a transfer of addresses. Preferences, unsubscribes, evidence, templates and active workflows need to remain coherent so a technical migration does not become an unexpected new sending practice.
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Email & customer contactA newsletter report should lead to a decision rather than end as a collection of unexplained metrics. That requires considering the issue's purpose, data quality and observed responses together.
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