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…

We’ve got AI-driven data reporting, we’ve got personalized greetings, personalized subject lines, user-based product recommendations and a whole range of other tools to help us better connect with email subscribers.  While personalization can drive conversions, retention and growth, ultra-personalized campaigns can also feel creepy or intrusive to consumers. Do we…