Faced with these ever-expanding choices and a general overload of information, consumers see tremendous value in brands that can simplify the seemingly complex. But as marketers, we’re unlikely to make our customer propositions and messaging more straightforward if we can’t first make sense of the equally overwhelming number of options that help drive and measure both our overall marketing programs–not to mention our e-mail programs.

You’re probably familiar with the latest and greatest e-mail trends like segmentation, triggered e-mail, dynamic content, and response-based marketing–but do you really know what these are doing for your program in practice? For many of you, the bottom line is that your e-mail programs have become far too complex in terms of design, segmentation, and timing.

Because we’ve all got much more to do and less time and resources to do it (in fact, I’m lucky if you’ve read this far!), many of you have patched together teams of multiple vendors: one for the business brief, another for the creative brief, an agency to build the e-mail, and then a provider to deliver your precious cargo. As a result, many programs suffer from the complexity of being hand-offs between so many moving parts, leaving no time for applied learning.

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