Big brands like Grailed and The Gap face the same difficult choice as emerging brands – how to resolve the often competing business requirements for revenue growth and good deliverability? Squeezing lists for every last dollar can be a quick shortcut to the spam folder, and risks your ability to reliably reach even your most engaged recipients.

The problem, of course, is proving the negative. We can’t see the dollars we leave on the table when we abandon best practices, and it’s tempting to justify it when our blind squirrel finds a few nuts hidden in our lapsed segments.

Is there a data-driven approach to resolve this dilemma? Watch and see.