Drip campaigns have a way of slipping into the background of a marketing stack. You set them up, they run, and over time small problems accumulate: stale segments, forgotten sequences, misleading subject lines, or a welcome series that no longer...

Newsletter strategy for B2B manufacturers works differently than nearly any other sector. The buyers are sophisticated procurement directors, engineering managers, and operations leads who receive dozens of vendor emails every day. A thoughtful email marketing programme that respects their time...

Email deliverability is the backbone of every successful email marketing program, and yet it is one of the most misunderstood disciplines in digital marketing. At We Define Net, we have seen perfectly crafted email campaigns fail simply because the sender...

Audience segmentation for law firms is one of the most underutilised levers in legal marketing, and getting it right changes how prospects, referrers, and past clients experience every piece of communication you send. Rather than treating your entire contact list...

Building an email list in Canada carries responsibilities and nuances that don’t apply in most other markets. Canadian privacy law, cultural expectations around data transparency, and the specific characteristics of Canadian consumers mean that list-building tactics that perform well in...

Lifecycle email marketing is a strategy that delivers different emails to people based on where they actually sit in their relationship with your brand, rather than sending the same message to everyone on your list at once. It maps the...

Email marketing delivers one of the highest return channels available to businesses of every size, but that advantage disappears the moment compliance breaks down. Regulators, internet service providers, and spam filters all enforce rules that go far beyond common sense,...

Shopping cart abandonment is one of the most consistent revenue leaks in e-commerce, and cart abandonment emails are among the most effective tools available to recover that lost revenue. But running these campaigns without a clear way to measure their...

Welcome emails consistently achieve some of the highest engagement rates in any email program, but most teams stop at a single confirmation message and leave enormous value on the table. The difference between a basic welcome flow and a genuinely...

Email A/B testing is the practice of sending two slightly different versions of an email to separate segments of your audience and measuring which one performs better. Rather than guessing what your subscribers want, you let their behavior tell you....