SMS and push notifications are the most intimate channels you own, which makes them the most powerful and the easiest to ruin. The rule for both is the same: the more personal the channel, the higher the bar for sending. Use them for the genuinely…
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Segmentation isn't about slicing your list into clever demographic buckets. It's about sending less email to more relevant people, the discipline of not sending a message to everyone just because you can. Done right, it's the opposite of the megaphone, and sending less to the…
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A newsletter is a relationship, not a mailing list. Most things called newsletters are just recurring promotions, and they train people to ignore them. The ones that work give the reader a reason to open that isn't "buy something," and that, counterintuitively, is exactly what…
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Email is still the highest-leverage channel in marketing, and the reason has nothing to do with it being clever or new. It's that you own it. No algorithm decides who sees your email. You reach the people who chose to hear from you, directly, on…
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