How often should you send marketing emails? It sounds like a question that should have a straightforward answer. Once a week? Twice a month? Every Tuesday at 10 a.m.? Unfortunately, there isn’t a magic number. The right email frequency depends on your audience, what you’re sending, why you’re sending it, and how subscribers respond. A cadence that works perfectly for one organization could overwhelm another audience or leave valuable opportunities on the table. That’s also why relying too heavily on email frequency benchmarks can be misleading. Benchmarks can give you a starting point, but your own subscribers will tell […]
The traditional B2B buying journey looked reassuringly simple. Awareness → Consideration → Decision Real B2B buying was never quite that tidy. Today, it’s even less so. Buyers can research solutions, compare vendors, read reviews, ask AI tools for recommendations, watch demos, evaluate pricing, talk to peers, and build an internal business case before ever speaking with your sales team. And “the buyer” often isn’t one person. Forrester’s 2026 research found that the typical business buying decision now involves 13 internal stakeholders and nine external influencers, with even larger groups involved in complex or strategic […]
For years, Microsoft Dynamics 365 customers knew this change was coming. Now it’s official: Dynamics 365 Customer Insights – Journeys’ Outbound Marketing module is gone. Microsoft began moving away from Outbound Marketing years ago, stopped making it available to new customers, shifted investment toward real-time journeys, and ultimately removed the module from all environments in May 2026. For marketing teams that built campaigns, journeys, forms, segments, lead scoring models, and other processes around Outbound Marketing, the question is no longer whether they need to adapt. It’s what they should build around next. Microsoft’s answer is Customer Insights […]
Most customer journeys don’t happen in a straight line. Someone downloads a guide, ignores your next two emails, returns to your website three weeks later, visits your pricing page, attends a webinar, talks to sales, and then disappears again. Meanwhile, your marketing automation may still be dutifully sending: Email 1 → Wait three days → Email 2 → Wait five days → Email 3 There’s nothing inherently wrong with a linear nurture sequence. Sometimes it’s exactly what you need. The problem is expecting customers to follow the sequence as neatly as your workflow diagram does. Better marketing […]
Text DEMO to learn more. Reply YES to confirm. Text EVENT to get the registration link. Reply 1 for Product A or 2 for Product B. SMS keywords look simple because, from the customer’s perspective, they are. Someone sends a word or short response. Something happens. But what happens next is where SMS keyword campaigns get much more interesting. Instead of treating a keyword as nothing more than a way to send an automated reply, marketers can use that response as a signal of intent. It can trigger another message, update what you know about the contact, place someone into a relevant audience, or become […]
