162 posts · page 4 of 18
RFM sorts customers by how recently they bought, how often, and how much. It takes an hour to build and it will tell you which few hundred people are worth a different email.
The email click-through rate formula is unique clicks divided by delivered emails times 100 — but the denominator and the definition of a click both change the answer. This guide walks through a full worked example, compares CTR with CTOR and conversion rate, explains the noise sources that distort click data, and shows how to tie clicks back to revenue.
Your website privacy policy probably ignores your email program. Here is the full data inventory to disclose, how to handle legal basis and subprocessors, a retention schedule you can actually execute, and where the policy must be linked.
An inaccessible email is not a niche problem — it is an email a meaningful share of your list cannot read. Most of the fixes take minutes and improve deliverability as a side effect.
Double opt-in trades roughly 20-40% of raw signups for a list that actually reaches the inbox. Here is the full comparison, what GDPR and CASL really require, when single opt-in is the right call, and a hybrid policy by traffic source.
A practical guide to CASL compliance for email marketers: who it applies to, express vs implied consent and their expiry clocks, required message elements, consent record-keeping, and the mistakes that trip up otherwise careful senders.
CAN-SPAM is shorter and stranger than people assume — it does not require opt-in, but it does carry a per-email penalty and it holds you responsible for what your agency sends.
Email list segmentation done properly: why engagement recency beats demographics, the six segment types that reliably earn their keep, how to collect data progressively, a four-step starting build, and the over-segmentation trap that quietly kills campaigns.
An AI email writer produces competent, forgettable copy by default. Here is the division of labour that gets you drafts worth sending, and the prompts that cause it.
The month's most useful guides and one practical tip, on the first Tuesday. Nothing else.
