"Best Practices" Are Just Average Practices

Marco Haerter·20 February 2026·2 min read

Email StrategyContrarian Takes

Disclaimer: the content on this blog is provided for general information only and reflects my personal views. I accept no liability for any decisions made on the basis of the information provided here — always validate against your own data and context.

8 March 2026·6 min read

Your 'Best Performing Campaign' Might Actually Be a Statistical Illusion

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

Email StrategyData Strategy

15 February 2026·3 min read

You're Data-Decorated, Not Data-Driven

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

Data StrategyContrarian Takes

10 February 2026·3 min read

Stop Optimizing Subject Lines. Start Optimizing Who You Send To.

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

Email StrategySegmentation

Enjoyed this article?

Subscribe to get more insights delivered to your inbox.

Related Articles

Your 'Best Performing Campaign' Might Actually Be a Statistical Illusion

You're Data-Decorated, Not Data-Driven

Stop Optimizing Subject Lines. Start Optimizing Who You Send To.

Enjoyed this article?