What is the perfect email welcome series? How many emails should you have in it? What are the best send times and email cadences? Does it change for big-ticket items where budget planning may be required vs less expensive and therefore easier to purchase in-the-moment items? These are all important questions that must be considered when designing a new welcome series strategy. If you're thinking about the broader strategy, the lead magnet plays a role in this and must be included in your planning.

When defining your marketing KPI’s for profitability, you may be wondering if you should focus on ROAS (return on ad spend) or Cost Per Acquisition (otherwise known as the cost to acquire a customer). The challenge can be which one should you focus on and why, and when does it make sense to shift from focusing on one metric to another?