The email messages you send after a customer buys are just as important as the ones you send before the sale. That’s why I’ve focused on post-purchase messaging in my recent posts here on MarTech.  The point that runs through all of my advice is this: Your automated post-purchase workflow…

Open rate. Click-through rate. Ask most marketing teams how their email program is performing, and those are the numbers they’ll show you. But here’s the problem: Open and click metrics don’t tell you whether your email program is actually working. They tell you how people interacted with the email message,…

For years, email performance has been measured with a familiar set of metrics: opens, clicks and conversions. But those numbers are becoming less useful — not just because of privacy changes, but because mailbox providers (MBPs) are now judging emails the way users do: based on engagement, trust and intent.…

Given the steady introduction of new channels and platforms, you’d think email’s share of the marketing budget would start to slip. But it actually keeps growing. According to Gartner’s 2025 CMO Spend Survey, email accounted for 7.4% of total digital marketing spend — making it the only owned or earned…