You must find ways to tailor each channel's messaging that’s appropriate for your company, your market and your customers as your operations

Many states are easing their shutdowns in the belief that the COVID-19 curve is flattening. But, what's next?

Right now, we must track the news and respond with differentiated messaging to measure the temperature of geographic regions and market to each with thoughtf...

Review all your email communications through the lens of people who are stuck at home and use it to empower your empathy and inform your marketing. My inbox ...

It’s February, and I’m still seeing marketing thought leaders coming out with trend predictions for 2020. The problem with these lists is that they don’t rea...

The amount of data is growing at a phenomenal rate but we are not adopting that data to guide decision-making at the same rate. We need to change this in the...

Email marketing has a high burnout rate so to advance our industry, we must take more responsibility to educate our successors. It has been a heck of a year ...

How you manage your wins is just as important as managing failure if you want your email program to keep growing. Many of my strategic conversations with cli...

'Tis the season for vacation! I just spent a lovely weekend on Catalina Island off the Pacific coast near Los Angeles. When I flew home, a miracle happened. ...

This column will be tough for me to write because, after 20 years of being in marketing, something happened to me that changed the way I see our industry. It...

Originally Published: Internet Retailer August 2019 David Baker Email marketing is going on 20 years as a viable direct marketing channel. Although it has...

Welcome back! The holiday crush is over, and 2018 is in the books. You're at your desk, the year is less than a month old, and I know exactly what you're thi...

The Internet is replete with predictions of what's going to happen in the coming year. I usually don't put much stock in them because this industry changes e...