To build strong engagement with subscribers, marketers have got to start by understanding how each customer wants to be treated. This ebook brings together five simple tales — each with a memorable message about what makes a campaign click.

By looking at our own real-life experiences we have found the keys to some important email marketing questions:

• How do we guide customers toward their next purchases?
• How do we improve engagement and reduce unsubscribes?
• How can we balance short-term revenue with long-term customer relationships?
• How can we tell when we’re sending too many emails — or too few?
• How much of our email content can be curated by our experts?

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