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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

  • Words Matter -- Even In Ransom Notes in Email Insider on 04/03/2017

    I like to think that kidnappers A/B test their ransom notes. For one thing, there's money on the line. Also, the tedious process of cutting and pasting letters from various periodicals into a ransom note gives kidnappers plenty of opportunity to think carefully about the words they want to use. With ransom notes, the message is everything, and the design serves only to conceal the sender's identity.

  • Optimizing Experiences For The Connected Consumer in Email Insider on 03/13/2017

    We are all connected - whether connected means you have panic attacks if you leave home without your mobile phone, or you feel empty sitting on the couch without your iPad within arm's reach. We are entering an age when knowing who your customers are and their activities is not enough to succeed. It's no longer sufficient to know which devices they use and simply call it a day. Even knowing where they use their devices is not enough to deliver truly relevant customer experiences. All of these data points must now be combined through event data and points-in-time references to be actionable.

  • How to Move Machine Learning From Possibility To Practice in Email Insider on 02/21/2017

    Imagine a world with no spell check -- then suddenly hearing someone say that there were tools available to autocorrect all your spelling in any language on the fly. "Blasphemy!" people might cry, until they tried it. Marketers today might think the same thing if you tell them that machine learning can improve their email campaigns.

  • Data Doesn't Lie -- People Do in Email Insider on 02/06/2017

    I've been reading a variety of 2016 benchmark trends. Things seem to be trending well for inbox delivery and engagement for email, but I'm so unimpressed with the analysis that typically comes with it.

  • When Personalization Doesn't Work in Email Insider on 01/09/2017

    We should all remember, there is a fine line between marketing brilliance - and having to walk into your boss's office and explain a poor customer digital experience that went viral. Sometimes the problem could be a personalization attempt that went awry.

  • Not Everyone Is Your Customer in Email Insider on 12/19/2016

    As we near the end of 2016, I spent time reflecting on topics I wrote about this year, with a couple of simple conclusions: Your inspiration is contextual to what's happening now, but without a well-thought-out plan, you will never scale your ideas.

  • People-Based Marketing: What's New? in Email Insider on 12/05/2016

    People-based marketing (PBM) is likely one of the buzziest buzz words in the ad-tech space right now. Though it's actually been around for years, PBM is helping clarify ambiguous terms like "omnichannel marketing," "mobile marketing," "cross-device marketing," or something CRM people have used commonly for years. There's a few reasons why this is taking shape and why it's important:

  • Elections, Brands, And Platform Evolution  in Email Insider on 11/07/2016

    What's really interesting about this election period is the evolution of the use of media, advertising, consumer shifts and the sheer diversity in the platform strategies used by candidates

  • 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?"

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