🎛️ Planning for the future with no idea what's next

Klicken Sie hier, um Marketingland.com zu abonnieren

Laden...

Vor 24 Tagen

Html
Text

Why your emails still miss the inbox even if you're 'in compliance'

View in browser | Share

May 23, 2025

Remember boredom? Although many people aren’t fans, it’s better than the spine-tingling, edge-of-my-seat thrill ride I get looking at my newsfeeds each morning. Tariffs! AI! Politics! Global warming! New Oreo flavors! No wonder we’re exhausted.

No one knows what comes next, but you must plan for it anyway. That’s where scenario planning comes in. It is about preparing for all the plausible, possible futures that might confront you. Chris Robson explains what scenario planning is, what it isn’t and how to use it.

Constantine von Hoffman
Managing Editor

Marketing management

How to do scenario planning the right way

Learn the core principles of this misunderstood strategy — and how to use it to build resilient business plans.

Email marketing

Why your emails still miss the inbox even if you’re ‘in compliance’

Think meeting authentication requirements is enough? Here’s what most senders miss and how to fix it to boost deliverability and engagement.

Marketing artificial intelligence (AI)

What’s missing from your AI content workflow, and how MCP fills the gap

Learn how model context protocols connect genAI to your data, for more accurate content that's aligned with existing workflows.

Email marketing

Email’s not dead — it’s your brands growth engine

Your competitors may be chasing the next big thing — but smart brands know email still delivers. Discover how you can turn email into a high-impact, data-driven growth engine.

Marketing artificial intelligence (AI)

The latest AI-powered martech news and releases

Google is infusing Chrome with AI, just like Microsoft did with Edge. And, like Microsoft, there's no indication Google asked users if they wanted it.

Performance marketing

5 suggestions for moving beyond MQLs

MQL is more disinformation than data. Uncover why it fails and how to build smarter, more accurate go-to-market strategies.

Marketing artificial intelligence (AI)

5 ways marketers are actually using AI to get more done

This guide covers five grounded, real-world ways marketers are using AI right now to improve efficiency without sacrificing quality.

Marketing artificial intelligence (AI)

GenAI is already telling your brand’s story — are you guiding it?

To succeed in AI-powered discovery, brands must rethink their content, data and strategy. This is the path to AI readiness.

What else we're reading

Good reads and conversations to help good marketers get better.

Welcome to the strange new world of SEO attribution The Unofficial LinkedIn Algorithm Guide for Marketers Have a HubSpot renewal experience you want to share? If branding is the butter, what’s the toast? Show of hands: Who isn’t using generative AI? How to grow in a multichannel world

MarTech research

Surveys and research reports to make you a more-informed marketer

NEW! Get the 2025 State of Your Stack Survey report by downloading the PDF, flipping through a carousel, listening to a discussion of the results or watching the keynote session from the Spring 2025 MarTech Conference — all without registration.

MarTech Intelligence Reports are in-depth, independent and indispensable. They’re designed to help marketers navigate the martech landscape with questions to ask during the buying process, vendor profiles and more.

Download your Intelligence Report today:

NEW: Generative AI for Content Creation B2B Data Enrichment and Hygiene Email Marketing Platforms Identity Resolution Platforms Marketing Work Management Platforms Marketing Automation Platforms Customer Data Platforms. Call Analytics and Conversational Intelligence

What they're saying

“Many people think scenario planning involves determining how the future will play out. They believe a bunch of smart people in a room (or on a video call) can come up with a scenario on which they can base their business. On the contrary, scenario planning was developed to counteract this tendency. It is not designed to predict the future. Instead, it avoids committing to a single expected outcome and generates a set or space of possible or plausible futures.” – Chris Robson in How to do scenario planning the right way. “True deliverability success depends on the entire email experience. It’s all connected, from the opt-in to your reply-to address to the clarity of your unsubscribe link to your bounce logic. Inbox providers are paying attention. And so are your subscribers.” – Jeanne Jennings in Why your emails still miss the inbox even if you’re ‘in compliance’.