Goldilocks Syndrome shows up again. Social media feels difficult to maintain, so it gradually gets pushed aside. It’s one of the easiest areas of marketing to avoid because it never really feels finished. A website can be treated as a project. An advertising campaign has a start date, a budget and a set of results to review. An email campaign is written, scheduled and sent. Social media keeps asking for more, which can make it feel too demanding. There’s always another post t

How do you assess whether an email campaign has worked? The typical answer is simple enough. You send an email, someone opens it, clicks the product being promoted, then buys it. Lovely when it happens. But if that is the only way you judge the campaign, you’re underestimating what email is actually doing. An email about one product doesn’t only create demand for that one product. It can remind someone to reorder something they already use. It can send them back to the websit