Customer engagement, made practical.

Ideas and guidance on journeys, messaging, analytics, and AI.

WhatsApp Marketing Messages: A Practical Playbook

WhatsApp marketing messages are promotional template messages sent to people who opted in. Here's what Meta requires for opt-in and templates, how the 24-hour window and per-message pricing work, and how to measure whether WhatsApp adds revenue.

Next Best Action for E-Commerce: How to Choose, Constrain and Measure It

Next best action chooses the single move most likely to change a customer's behavior, including sending nothing. Here's how to set it up with clear rules, a sample decision setup and a holdout that proves it works.

The BFCM post-mortem: what to record and what to send next

A practical BFCM post-mortem template: review results beyond opens, capture what worked, and plan December and Q1 follow-ups by segment.

Customer Engagement Platform: What It Is and How to Choose One

A customer engagement platform combines customer data, segmentation, cross-channel journeys and measurement in one system. Here's what it should do, how it compares to a CRM, ESP or CDP, and how to evaluate one.

Don’t build your BFCM list on opens. Do this instead

Build BFCM audiences on clicks, visits, and purchases—not an open-based export or a sudden full-list blast. Keep sunset separate and plan your sending volume.

Open rates are broken. Here’s what email teams should measure instead

Apple MPP and auto-opens inflate open rates. Measure delivery, clicks, conversions, and coverage instead — and treat filtered opens as supporting context only.

Sending Emails to France or Italy? It's Time to Review Your Open Tracking

Consent to receive emails doesn't always cover open tracking. What to check in France and Italy before October 29, 2026—in your automations, CRM, and reports.