Has the business world ever created a term as squishy and nebulous as “digital transformation?” Even better, remember when digital transformations were framed as projects or something that might actually some day be “done?”

Successful digital transformations (whatever those are) are actually rare. Today in MarTech, contributor Kristina Kalpokaite discusses four pitfalls of digital transformation as they relate to martech and how you can avoid them. 

Also today, contributor Stephanie Trovato has three high-impact tactics to drive email engagement, including a very helpful list of things to stop doing now. Right now. Immediately. 

Mike Pastore
Editorial Director

Email marketing

3 high-impact tactics to drive email engagement

With privacy updates, smarter audiences and stricter inbox rules, here’s how to modernize your email strategy.

Digital transformation

4 pitfalls of digital transformations and how to avoid them

Stop building data and martech solutions no one uses. Start activating transformation that delivers real ROI.

MarTechCharts

The skills marketers need in 2025 and beyond

The marketing world needs strategic thinkers and project managers, a report by the AMA found.

MarTech intelligence reports

Don’t just send emails. Send your customers what they actually want.

The latest Email Marketing Platforms: A Marketer’s Guide breaks down what today’s inbox-savvy audiences expect—and how to deliver on those expectations with the right tech stack.

Marketing artificial intelligence (AI)

AI and marketing: What the stats show

Here is a collection of recent data on AI and marketing. Updated with a section on AI adoption and new statistics on marketers' attitudes.

Marketing attribution

How attribution masks what’s actually driving growth

Attribution tells you what happened. Incrementality tells you if it mattered. Here’s why that difference is costing you more than you think.

Marketing artificial intelligence (AI)

5 ways marketers are actually using AI to get more done

This guide covers five grounded, real-world ways marketers are using AI right now to improve efficiency without sacrificing quality.

B2B marketing

Driving customer growth with value-based B2B marketing

B2B buyers want outcomes, not specs. Help them make smarter decisions with strategic, insight-driven messaging.

On-demand marketing training

The complete MarTech spring season is now available!

Unlock 45+ on-demand discussions on marketing strategy and solutions to overcome your biggest AI, GTM, ABM, and influencer marketing challenges – yours for free.

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MarTech research

• NEW! Get profiles of 14 email marketing platforms and more in the 2025 MarTech Intelligence Report, Email Marketing Platforms: A Marketer’s Guide.

• NEW! MarTech’s new buyers guide for identity resolution includes profiles of 11 identity resolution platform vendors, pricing information, capabilities comparisons and recommended steps for evaluating and purchasing.

• NEW! Get in-depth profiles of the top players in the marketing project and work management space. Download the MarTech Intelligence Report on Marketing Work Management platforms.

• The 2025 MarTech Intelligence Report on Marketing Automation Platforms is here. Get an overview of the MAP market and profiles of 14 vendors.

• Improve your understanding of the CDP market and get profiles of 21 vendors in the space. It’s the 2025 MarTech Intelligence Report on customer data platforms.

• Check out our MarTech Intelligence Report on Call Analytics & Conversation Intelligence Platforms, featuring profiles of 11 vendors.

What they're saying

• “In 2025, savvy marketers use AI-powered analytics to effortlessly scale personalization. AI tools can quickly segment users based on behaviors, predict optimal send times and dynamically adjust content, making messaging consistently relevant at scale.” – Stephanie Trovato in 3 high-impact trends to drive email engagement.

• “The high failure rates mean that for every five companies undergoing this level of change, only one is likely to come out ahead. The rest? Burnt out, over budget or stuck in endless cycles of reinvention — often with consultants still in the room.” Kristina Kalpokaite in 4 pitfalls of digital transformation and how to avoid them

From Search Engine Land