Through
our lens.
How we see email marketing, one campaign at a time.
Newsletter vs promotional email: why the same benchmarks mislead both
The single most common mistake we see in email analytics is comparing a newsletter to a flash sale and treating the gap as performance. Clusters fix the apples-to-apples problem without asking marketers to redo their taxonomy by hand.
The email marketing analytics gap: by design, not by accident
Email platforms are very good at sending email. They're less good at telling you why one email outperformed another. That isn't an accident — it's a consequence of what they were built for.
Email automation analytics: why a flow is a sequence, not a list
Most analytics treat the emails in an onboarding flow as independent campaigns. That's the wrong unit of analysis — and it hides the one question automation teams actually need answered.
Why most email A/B tests don't teach you anything
A/B testing is the default answer to "what should we try next." It also quietly rewards noise as if it were insight. Here's why most email A/B tests teach almost nothing — and what actually produces learning.