No businessperson wants to put all their eggs in one basket, and why should you? For instance, take a look at your customer base, is it diversified enough? And is now the time to diversify it more so you can hedge against more market risks? There are many ways of achieving this; in fact, that's one of the benefits of geographical diversification.

It still surprises me how many seasoned email marketers analyze their email performance without knowing the formulas behind the basic metrics. For me, it has always been helpful to understand these metrics calculations, because understanding the specifics of the matter gives me a better view of the whole picture. So let’s consider these email formulas in sequence of action.

There seems to be an ongoing debate about when and how to use personalisation in email campaigns. And for the B2B email marketer this challenge seems to be even harder. If you adopt the approach used by your counterparts in the consumer world, then you face the danger of becoming over familiar with your database and can very quickly undermine the business relationships that have been built up.

Often referred to as swag, tchotchkes, or give-aways, they're the trinkets commonly found in booths at trade shows. We all know them and love them, often secretly roaming the trade show floor scoping out which booth has the "best in show" swag item. Whether a pen, stress ball, sticky note pad, or toy these items represent your brand image on the trade show floor and beyond. So, filling your bowl with swag that is useful and well branded provides more value than you may think.