Since taking sole charge of Flip Out Australia’s EDM programme, I now run every stage—from audience segmentation and concept development to copy, design, testing, delivery, and analysis. This end-to-end, data-driven approach has boosted overall performance by 50%: open and click-through rates have climbed sharply while unsubscribe rates have fallen to their lowest in seven years, making recent campaigns the best-performing EDMs in the company’s history.