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Writing on email that doesn't suck
Design, deliverability, and the occasional statistic. No listicles about "10 email marketing tips" unless the tips are actually good.
Research·October 7, 2026·6 min read
A/B Testing With a Small List: What to Do When You Don't Have the Volume for Significance
Most A/B testing advice assumes a list size most small businesses don't have. A 22% vs 18% open rate on a few hundred sends usually isn't a result, it's noise. Here's what to test instead, and why.
Research·September 2, 2026·7 min read
Why Open Rate Alone Is a Bad Engagement Metric (and What to Track Instead)
If your open rate looks suspiciously good, it's probably not you, it's Apple. And the metric everyone recommends instead has a quieter problem of its own worth knowing about.
Research·June 23, 2026·6 min read
13 Email Marketing Statistics Worth Knowing in 2026
Open rates, ROI, and what actually moves the needle this year, with sources, not vibes.
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