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We do more than write about marketing ops; we live it, question it, and keep evolving how it’s done.

Wasted Personalization hero shows a male marketer holding up a target
Wasted Opportunities in Personalization 600 600 MKTGWEBOPS

Wasted Opportunities in Personalization

Are you using personalization to connect or just to fill a placeholder? A friend recently suggested I write about the most memorable email I’ve ever received. Interesting idea, but the truth is, what makes an email memorable to me might not be what makes it memorable to you. I’m captivated by development, design, and strategy…

When All Hell Breaks Loose 150 150 MKTGWEBOPS

When All Hell Breaks Loose

Automation can be a beautiful thing — until it turns into a digital stampede. With automation comes risk. Anyone who’s worked with complex workflows long enough knows that awful moment when your perfect program decides to fire 37 emails in 14.6 minutes to the same 1.2 million recipients. Suddenly, the tools built to save time…

Security Is Everyone’s Responsibility 150 150 MKTGWEBOPS

Security Is Everyone’s Responsibility

In marketing/web ops your team members often need to trust you with their digital keys. Are you doing all you can to educate them on best practices and keep their credentials safe? How securely we receive them, store them, or share them internally is ops 101. Modern marketing campaigns are multi-touch by default: social, web, landing…

It's Time to Move On hero shows a hand moving a chess piece and a pie chart in the background.
It’s Time to Move On 600 600 MKTGWEBOPS

It’s Time to Move On

Email automation is a wondrous thing — I’d be lost without it — but like most relationships, it requires communication, collaboration, and the occasional reality check. What once felt like the perfect partnership can, over time, lose its spark. And if your platform no longer meets your needs, it might be time to start swiping…

Um, Gee, Thanks for Subscribing. Now What hero shows a person with a conversation bubble welcoming you.
Um, Gee… Thanks for Subscribing. (Now What?!) 600 600 MKTGWEBOPS

Um, Gee… Thanks for Subscribing. (Now What?!)

Welcome emails continue to outperform every other marketing email type — by a lot. According to the Klaviyo 2025 Email Marketing Benchmarks Report, welcome emails see open rates more than 200% higher than typical campaigns and generate up to 5× the click-through rate. Yet many marketers still skip them. Here’s how to make sure your…

Gosh, I've Missed You hero shows a telephone handset with a conversation bubble that displays the word hello
Gosh, I’ve Missed You! 600 600 MKTGWEBOPS

Gosh, I’ve Missed You!

Are you giving up on your subscribers too soon? A new wave of research suggests that win-back campaigns can re-engage subscribers long after many marketers have written them off. Recent findings on the effectiveness of win-back (also known as re-engagement, lapsed-customer, or reactivation) campaigns show this tactic deserves a strategic spot in your marketing-automation playbook.…

Buy Now. Buy More. Buy Again. hero shows an abstract ecommerce page with a hand holding a magnifying glass and another hand pointing to the screen.
Buy Now. Buy More. Buy Again. 600 600 MKTGWEBOPS

Buy Now. Buy More. Buy Again.

Your website isn’t just a storefront—it’s prime real estate for validating claims, educating customers, and guiding them through decisions. Yet so many marketers toss up a landing page and call it a day. With ecommerce steadily replacing brick-and-mortar sales, it’s time to re-evaluate how your drip and nurture campaigns support the cart experience.   Ecommerce…

Don't be a focus group of one hero shows a woman leaning on a monitor that displays a vertical bar chart
Rule #1: Don’t Be a Focus Group of One 600 600 MKTGWEBOPS

Rule #1: Don’t Be a Focus Group of One

If you’re sending marketing campaigns without A/B or multivariate testing — and most companies admit to running fewer than five tests a month — you’re effectively acting as a focus group of one. You’re assuming everyone feels the same way about your campaign as you do. Big mistake. Most of us have at least a…

The Problem with A/B Testing of one hero shows a recipient opening their email on a laptop
The Problem with A/B Testing 600 600 MKTGWEBOPS

The Problem with A/B Testing

Some time ago, I set up an elaborate A/B test on subject lines. I liked “How 1.75 Billion Mobile Users See Your Website” and my client manager liked “Business Cards Are No Longer the First Impression.” We learned long ago not to be a focus group of one—um, two—but our testing also proves something else…

More-Effective Marketing Through List-Segmentation, Targeted Messaging, and Analytics hero shows a woman reviewing analytics on a tablet
Segmentation and Analytics 600 600 MKTGWEBOPS

Segmentation and Analytics

More-effective marketing Whether you have an old customer list you’ve accumulated over the years or you’ve purchased a list, list segmentation can give you valuable insight into customer behavior and preferences that should not be overlooked. The question is: how can you, as the business owner, accomplish this without breaking the bank? It’s easier than…

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