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What eCommerce teams can still improve before peak, what needs a full year to work, and what happens to the customers acquired during it.

Most email programmes measure the size of their list and call it progress. A larger list of people who don't want to hear from you isn't an asset — it's a liability that hasn't shown up on the invoice yet.

Most email teams have more data than they've ever had. Most of them are more confused than they've ever been. These two things are not a coincidence.

The campaign everyone points to as the big win might be telling you almost nothing useful. Here's why.

Following best practices guarantees you'll get the same results as everyone else. Here's why the most effective email strategies break the rules.

Having dashboards doesn't make you data-driven. Most companies use data to confirm decisions they've already made.

Subject line testing is the most overrated activity in email marketing. Segmentation is the most underrated.