Marketing Design

The Line in Educational Marketing Runs Between Handing Over an Answer and Handing Over a Reason

Segmented Email Delivery Begins to Work When It Divides by the Reader’s State, Not by Attribute

What the Email Open Rate Actually Is — It Shifts with the Denominator and Mirrors the Order of Senders

Before Any Advice on Writing an Email Newsletter, the Sender and the Subject Line Have Already Settled Whether It Is Opened

What Remains After Repeat Measures Have Run Their Course Is the Design of a Reason to Stay

What the Drop-Off Rate Observes Is Only the Side That Stayed, and Those Who Left Need a Way of Being Counted

Build the Stages for Raising Customer Spend by Kind of Relationship, Not by Price

What Settles the Retention Rate Is a Shared Framing, Not the Substance

Customer Lifetime Value Is Not a Measurement but a Forecast, Carrying One Assumption, Folded into the Present

What Is Arranged in the Stages of a Marketing Funnel Is Involvement, Not Products

What the Repeat Rate Observes Is the State of the Relationship Still Running

The Cost of Acquiring a Customer — What Gets Maximised Changes with the Stage You Measure

The Reasons Nothing Sells Split into Five States, and the Treatment Differs for Each

The Conversion Rate Is a Product of Several Proportions, and Diagnosis Runs from Upstream Down

A Trial Offer Is Not a Shrunken Copy. Cut by Range and It Becomes an Experience of the Real Thing