Email marketing remains one of the most effective channels for businesses, but tracking every metric available can lead to data overload. Not all metrics are created equal. Some are mere “vanity metrics”—numbers that look impressive but offer little strategic value. Instead, marketers should focus on a core set of key performance indicators (KPIs) that directly impact engagement, conversions, and revenue. Email marketing can generate over $10 billion (with a “B”) in revenue, with an average return on investment of about $36 for every $1 spent (3600% ROI). Given this potential, it’s crucial to concentrate on the KPIs that truly matter

Email has come a long way since its humble beginnings on a mainframe in 1965 and its first network transmission in 1971. From simple text messages shared between researchers to a global marketing powerhouse, email has evolved into one of the most resilient and effective digital channels available. This visual timeline traces the history of email marketing, spotlighting key innovations in technology, the rise of email service providers and automation platforms, and the impact of privacy regulations. Whether you are a marketer, technologist, or digital history buff, this journey through the decades offers insight into how email became the cornerstone

Walter Payton once said, “Never die easy. Why run out of bounds and die easy? Make that linebacker pay.” This mindset of persistence applies to marketing as well. Yet, many marketers take the easy way out when it comes to email unsubscribes—they simply let users click the button and disappear. But what if there was a better way? The worst approach is unsubscribing the visitor immediately after they click the link, without even asking for confirmation—remember, effectiveness with people, efficiency with things. Here are five key strategies to rethink your unsubscribe process and reduce unnecessary list churn. 1. Offer Downgrade