An email lifecycle should move people forward according to their needs, not send the same promotion to every contact. Email automation is most useful when it responds to a real customer event: a new subscription, a product enquiry, a purchase, an inactive account or a request for...

Creator size is one input. Audience fit, credibility and the campaign job matter more. Choosing between micro and macro influencers is not simply a choice between a low and high follower count. It is a portfolio decision about audience relevance, credibility, reach, production, cost...