Email marketing is different than everything else you do in terms of media buying. But in some ways, it's quite similar in that it's informed by the same business KPIs. So to illustrate my framework, what I've done is created a chart that you can see in front of you. This will allow you to think of email marketing in terminology that is familiar and in some ways that it's different. It will allow you to come up with a deliberate content marketing strategy for email and SMS.