Pros and Cons of Different Marketing Attribution Models

The customer journey can be a long and arduous one, calling at many ports before the decision to buy is finally made. As marketers, it’s important that we map the entire journey so we can understand which marketing touchpoints are vital navigation aids and which are merely signposts on an already clearly defined route. Marketing attribution helps us make sense of those customer journeys and optimize future voyages.    Marketing attribution used to be a simple job. Full credit for a conversion was typically given to the first or last touchpoint, […]

What’s a Healthy Amount of Email to Send?

Email marketing is a two-way street. You’ve got emails to send out to your list and they have content they want to read about in those emails. Until they don’t.   Did you know that email fatigue is an actual thing? Yes, we said it. Emails aren’t just beautiful graphics and witty copy—they can be stressful for those in charge of campaigns (even if it is a creative, anxious but mostly excited type of stress) as well as those on the receiving end.   Your subscribers can experience exhaustion from your emails […]

Examples (and Results) of Dynamic Content Testing in Email

The best part about working in marketing is that we’re often trailblazers in our industry, with opportunities to test out strategies and discover new ways to connect with audiences. Our work each day centers around data-driven creativity.   We spent the earlier part of this year focusing on personalization, sharing and learning about the importance of tailored copy in marketing efforts. We took what we said to heart and did some of our own testing to gain insights on the impact of customizing our marketing messages. By playing with dynamic content, […]

Five Ways to Get Started with Dynamic Content in Your Marketing Automation Platform

When the success of your marketing automation campaigns relies on sending the right message to the right person at the right time, dynamic content increasingly becomes a “must-have” strategy.  Dynamic content creates tailored experiences for your audience by delivering highly targeted content based on their previous engagements across a variety of marketing channels, including your websites, social media, and email marketing campaigns.  Dynamic Content: Time to Invest in a Bit of Magic When compared to your “old school” static email marketing newsletters and landing pages, dynamic content might appear as […]

Where to Personalize in Email

Email marketing doesn’t just play around with the concept of demographics employed by most acquisition marketing channels. There’s an actual, identifiable human behind every email address and they deserve better than a “catch-all” email communication.  In many ways, email is a marketer’s dream. It’s not only a medium where individual consumers opt in and subscribe to your campaigns, suggesting they really value your email communications. It’s also a place where your subscribers surrender so much personal information over the lifetime of their relationship with an organization that it really would […]


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