How Marketing measurement is changing

Thousands will be sent this email today, but only a few will read it. That's a hard truth in business.
As a marketer, I have learned which measurement metrics to ignore. Most of them.
Which is contrary to what most people will tell you.

Measurement is good, but the software tools we measure by won't give us numbers that mean anything. The only thing that's important is that something in this email proves valuable to you today, and that's all that matters.

It doesn't matter if my open rate goes up or my click rate increases. None of that matters. That can all be distorted by technology, manipulated by the platforms, and as a result, terribly un-useful.

In the recent months, you've heard from me less because I've been learning and teaching something new - and very valuable. It's that the marketing measurements in practice are causing marketers more harm than good.

We spend too much time analyzing metrics that don't give us guidance or answers and cause us to take actions that don't really help our business goals.

What I found is that by creating content purely based on "is this useful to the people who hear from me?" - that's the only metric that I prioritize.

Because what happens is, in the end, when we finally do connect - and we think back to how we met or what influenced the connection, it almost always comes back to something that would not have been traceable: a video they saw, an email they opened, a podcast episode, or a web page they read. An untrackable something that happened weeks, months, or even years ago.

So let's get on to the value, since you haven't heard from me in a while. Below, I'll list several things I hope will be valuable to you, and I hope that at some point in the future you'll let me know if they were.

The Formula for Real AI Content Quality and Quantity

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This article provides a practical system for reaching both content quality and quantity, and how you can use it to boost your marketing impact.

You can watch the video on YouTube as well

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