Rather than email versus other channels…

It’s always been email plus other channels—whether it’s email and loyalty, email and direct mail, email and SMS, email and affiliate marketing, or email and some other channel. That’s why we advocate for the adoption of multi-touch attribution models and customer data platforms (CDPs). While companies still need marketers with channel-specific expertise, more than ever they need marketers who can coordinate and optimize across channels to create the brand experiences consumers expect. It’s up to marketing leaders to put the tools and structures in place to make that possible.

Jonathan McClure Director of Analytic & Strategic Services Oracle Marketing Consulting

The Definitive Guide to Adapting to MPP

Mail Privacy Protection has blurred marketers’ visibility into engagement and is causing deliverability best practices to be rewritten to account for the obscuring of open signals.

Multi-Touch Attribution: Moving Beyond First- & Last-Click

In our omnichannel world, single-touch attribution is simply too out of sync with consumer behavior.

When and How to Use Plain Text Emails

The nostalgia for the simpler times of plain text emails can lead to overuse, especially for B2B marketers.

Create Engaging Email Subscriber Journeys

Understanding the subscriber lifecycle allows you to craft different subscriber journeys that address their varying needs throughout it.