Email marketing, depending on who you ask, is either the best thing since sliced bread or a complete waste of time.  But the fact is that when used correctly, email marketing can drive 18 times more revenue than email blasts — and way more revenue than doing nothing at all.

For lots of people who are looking to transition from an email service minded platform to marketing automation, not only is discovering the best platform a job, understanding ways to get the most out of it is yet another project in and of itself.

Marketing personas are fictional characters that represent your ideal customers. They incorporate the various needs, goals, and behavioral patterns among your real and potential customers and help you understand your customers better. But how do you go about creating them?