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David Baker

Member since August 2011Contact David

David Baker is the Co-Founder and COO of Cordial, a next generation 1:1 Omnichannel messaging platform. He is a thought leader, well respected columnist and speaker with over two decades of experience in executive roles in industry leading agencies, marketing services providers : (Razorfish,, Targetbase, Acxiom). David is a lifetime MediaPost Award recipient, Email Insider Columnist and former Email Insider Summit Chairman and Program Director.

Meet David at MediaPost Events

  • David attended OMMA Global at Advertising Week, March 19, 2012
    San Francisco Marriott Marquis

Articles by David All articles by David

  • Personalization Vs. Individualization in Email Insider on 10/24/2016

    There is no doubting the effects of personalizing email. Content should be relevant to the audience and as timely as you can possibly be. I've been a huge proponent of personalization in general for a long time, but I don't believe it's valuable if you look at it like a mail merge. The methods to measure impact can only be seen realistically, over a period of time, not one dynamic image/link at a time. Your program should adapt over time, not be relegated to the constraints of resources.

  • Is Experimentation Like Yoga? in Email Insider on 10/10/2016

    With all the hype about machine learning, I've been thinking a lot about testing lately. Experimentation should help answer questions for you, not cloud your view, right? I asked a blind question of a variety of retail marketers, technology marketers and "insiders" recently, just to gauge if people are thinking about this opportunity differently now. The question was simple: "What are the three biggest challenges you face in doing any type of testing for email marketing?"

  • E-Tail, She-Tail in Email Insider on 09/26/2016

    No, this isn't a mermaid story. This is an $18 trillion global spending story. 70%-80% of consumer purchasing is controlled by women. There is a reason why many retailers have shifted their language from share of wallet to share of purse. Women are the gatekeepers to household and discretionary spending, and they don't shop or buy the same way as the other gender.

  • Repair The Roof When The Sun Is Shining in Email Insider on 09/12/2016

    Home repair and marketing automation are contextually similar. They are both jobs that require continual maintenance. The highs are short-lived and the lows are never forgotten. Yet, there are an endless set of options (tools or contractors)for how to accomplish the job depending your budget, level of risk tolerance and patience.

  • Click! Now What Happens? Optimizing Email, Site Experience in Email Insider on 08/29/2016

    You create a great email program,optimizing creative, timing and targeting. The recipient finds it interesting and clicks through to the Web site. Touchdown! Or is it?

  • Email Is Mobile? in Email Insider on 08/08/2016

    As an industry, we tend to think of email and mobile as viewing email on a mobile phone - but when I ask how your email program is affected by your app or mobile Web strategy, I get blank stares. How many of you email marketers actually have an impact on what happens on your mobile Web site, or mobile in-app experience?

  • Growth, Innovation And Increasing Budgets in Email Insider on 07/25/2016

    Anyone who has spent time in direct marketing for a brand knows there is no such thing as incremental budget. It's a world of trade-offs - or, as a mentor of mine would always say, "What do we not do to make this happen?"

  • Trends Drive Decline In Consumer Trust in Email Insider on 07/11/2016

    A recent survey by Harris Poll on behalf of data science company Feedzai found that Americans have serious trust issues when it comes to their personal and financial data. One in five Americans would rather break a bone than deal with identify theft.

  • The Connected Dad in Email Insider on 06/20/2016

    Today's children have it easy, yet not so easy. And the lessons that we as parents teach can also apply to marketing.

  • My Coffee Maker Unfriended Me in Email Insider on 06/06/2016

    Do you think of the Internet of Things (IoT) as the smart refrigerator and milk being delivered to your door when you run out? Or the smart home where everything is controlled through smart sensors? IoT has been coming for over a decade, and the smart device explosion has made it front and center in consumer markets.

Comments by David All comments by David

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