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The killer metric for email subject lines that ‘experts’ don’t understand

Given the choice between certainty and uncertainty in any given scenario, most would opt for the former. As a species, we humans are a lot more risk-averse than we like to think.

In marketing, this tendency toward risk-aversion is even more acute. Often, marketers want a high degree of certainty when making any decision… hence our industry’s current obsession with applying KPIs to every single thing that we do.


Easy-to-digest reads explaining the latest thinking and most confusing terminology in digital and marketing

Spotlight on… Data and Privacy

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