The most common cause of delays, errors, and visual inconsistency in email marketing programs is not a lack of talent in the design team. It is the absence of a modular architecture that allows for producing at speed without sacrificing quality or brand identity. There is a situation where any responsible person in the company is not able to manage the complexity of the project […]
CRM has ceased to be a repository of customer information to become the core from which the personalized experience is orchestrated in real time. That evolution also changes what is required of a CRM agency. For years, CRM was understood as a purely operational tool: a place where information is stored and processed […]
Every year, industry benchmarks update the baseline figures for the email channel. In 2026, the most relevant data is not the ones that circulate the most on social media — it’s the ones that reveal where real revenue is concentrated, how the way of measuring has changed, and what separates teams […]
Most use cases of marketing automation in retail operate below their potential because the data that feeds them is fragmented. A CDP not only solves that problem: it enables use cases that without it are directly impossible to execute. There is an important difference between activating a marketing journey […]
Every day a new AI agent appears that promises to transform some aspect of marketing. Marketing platforms have their own agents, CRM systems do too, agencies are developing their own, and brands themselves are starting to consider creating in-house agents. This is generating an important strategic decision: Should we trust the agents that […]
If your main metric for evaluating an automated journey is still the open rate, you are measuring activity but not the outcome. There are a set of much more useful metrics for knowing whether your automation programs are actually generating value. The industry has been talking for years about the importance of measuring well, but […]
Hiring a specialized agency for marketing automation is not a decision that should be made simply because of a lack of internal resources. There are specific moments when external support accelerates results that the in-house team could not achieve in the same timeframe or with the same quality. CRM and Marketing Automation teams at companies like […]
A project to implement CRM and marketing automation in ecommerce can take weeks or years depending on how it is approached. The difference is almost never in the chosen platform: it is in the order in which things are done and in what is left for later. There is a very recognizable pattern in the companies that implement these systems: they start with a plan, then they implement it, and then they […]
A poorly designed email is not just an aesthetic problem. It is revenue that is not generated. In retail, where automated journeys are the silent engine of loyalty, the design and user experience within the email make the difference between a click and a scroll to the trash. Behind every email […]
Improving the conversion of an email does not depend on a single variable. It depends on understanding where in the process the user is being lost and acting on the correct levers in the correct order. When a team wants to improve the conversion of their emails, the first instinct is usually to touch the issue or change […]
