Open rates are a poor compass for lifecycle work
A rising open rate can hide a dying journey. What to put on the wall instead, and why lock-screen opens keep fooling CRM reviews.
Field notes
Writing from the desk, not from a vendor blog.
Short essays on lifecycle messaging analytics as we teach it in Yannawa. None of these are recaps of a product release.
Reading Thai app cohorts after Songkran
Holiday silence and the return spike impersonate a messaging win if the calendar is not on the chart.
Quiet hours are a measurement problem
Suppression windows only work when you can see muted devices, not just unsent counts.
From campaign reports to lifecycle maps
How to retire last-touch recaps without waiting for a new CDP, using the Journey Ledger worksheet.
When a holdout group is too small
Tiny withheld slices look scientific and prove nothing. How small is still honest, and when to stop pretending.