Articles by Aaron Beach

Aaron Beach is a data scientist with experience in email services, energy systems, privacy, social networks, mobile apps, natural language processing, recommendation systems and Big Data. He has a PhD in Computer Science and has published over 25 research papers.

Email Marketing Can’t Be One Size Fits All

Email Marketing
email marketing_engaged recipient stats

I was recently asked about what role data plays in email marketing. Here, I’ll share some insights about how marketing teams use data and analytics to design, manage, and review email marketing campaigns. Q: How much of the marketing effort now relies on data? A: Most of the marketing strategies we see today don’t rely on data. As we analyze email marketing campaigns we see that while senders could be looking at their open rates, only 1-5% of the more advanced companies actually use their data to directly drive their sending behavior. Ultimately, email and marketing data should be used ahead of sending an email marketing campaign. Q: How is this data gathered? A: Email delivery platforms track and analyze delivery rate, open, Read More ›

Re-thinking the Re-engagement Email

Best Practices
re-think re-engagement email

My New Year’s resolution is to show the email world a better way to manage their recipient engagement. The main focus of my engagement argument is around re-engagement campaigns. These campaigns are traditionally sent to subscribers who do not engage with your email—those you want to “win-back” to being engaged with your product or service. Re-engagement Emails are Broken But, the data tells us that re-engagement campaigns are a broken concept. In fact, we have data that shows reengagement campaigns can send an otherwise good sender directly to the spam folder. Re-engagement campaigns target only the least engaged recipients and then send them an email that they never wanted in the first place. So what should senders do instead? Senders should Read More ›

SendGrid Shares Data Around European Email Opens

iPad stats

In August, we celebrated the 32nd anniversary of email by releasing some unique email statistics from our data set here at SendGrid. We shared email open rates by device and region and predictions on the future of app-generated email, spam filtering, and email quality. Now, we’d like to share some more specifics focused on email opened in Europe. Collected over two 10-day periods in 2013 and 2014, this SendGrid data set spans more than 8 billion emails sent by over 125,000 companies. Here are some highlights from the data shared by our team: Tablet usage for emailing continues to increase with Belgium, Germany, and Holland leading the way. Tablet usage for opening email is growing fastest in: 87% in Belgium Read More ›

Data Scientists, Think More Strategically


There’s a funny anecdote, repurposed throughout the years, originally about the difference between Soviet and American military design during The Cold War. The anecdote relates how the Americans and Soviets agreed to end The Cold War once and for all to avoid nuclear war. Each country would have 5 years to produce the ultimate fighting dog after which The Cold War would be settled with a dog fight. The Soviets bred fierce Rottweilers and Dobermans with Siberian wolves using genetic engineering and competition for resources. Finally a single ferocious fighting dog was produced the likes of which the world had never seen. On the day of the fight, the Americans showed up with a 12 foot long wiener dog or Read More ›

Data Scientists, Beware Your Own Arrogance


Before joining SendGrid as the Senior Data Scientist, I had a chance to witness a lot of big data research, in both academia and industry. I have observed a number of pitfalls, which I hope to avoid myself, and would like to share them with you. This post is about arrogance, an easily-manifested trap for any data scientist. Fundamentally, the techniques and technologies employed by data scientists are not new. What’s new is the confluence of understanding techniques and the ability to implement them in software quickly, allowing algorithms and data structures to be applied to new domains in a matter of weeks/months as opposed to years. A critical mass of public opinion was reached around 2010-2011, convincing CEOs and Read More ›