Apple Mail is getting a promotions tab. Push notifications are being AI-sorted. And there's a new win-back offer system. Here's every iOS 18 change affecting marketers.

June 10, 2024

When to use email, push, in-app, or SMS

EmailPushSMSIn-appStrategy

In-app messages have 85% reachability issues. Push notifications only get 5% CTR. Emails sit unopened. SMS costs fortune. How do you choose?

June 3, 2024

A/B testing variants: How many is too many?

A/B TestingTutorialOpinion

I used to test as many variants as possible. Then I learned about cumulative probability and false positives in A/B testing.

May 27, 2024

Ad blocking: It's not just about ads

AnalyticsIndustry newsOpinion

Ad blocker impact on digital marketing goes way deeper than lost ad revenue.

May 20, 2024

CRM attribution: A three-layer approach

AnalyticsStrategyTutorial

I've sent 500 campaigns last year. Most showed positive ROI. Total CRM impact? Negative. Here's the measurement approach that caught what I've missed.