Author: Franz Malten Buemann

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Think about the best boss you’ve ever had. What made them great?
Were they open to new ideas? Did they lead with humility? Showed empathy when you needed it? If you answered “yes” to any of these questions, this person could be considered a transformational leader.

Transformational leaders empower and motivate others to achieve extraordinary feats and, in the process, sharpen their own leadership skills.
Here, we’ll cover the basics of transformational leadership, define the key characteristics of this style, and see how it differs from transactional leadership.
To get a better idea of how transformational leadership plays out in the workplace, we need to look at its four primary elements:

Idealized influence — this is the degree to which a leader models the behavior they want followers to emulate. In doing so, they gain trust and respect from their followers.
Inspirational motivation — this is the degree to which a leader articulates a vision and outlines future goals. By aligning followers under a singular vision, they can drive the group forward.
Individualized consideration — this is the degree to which a leader tends to each follower’s needs and acts as a mentor or coach. As a result, followers feel empowered to make individual contributions to the team.
Intellectual stimulation — this is the degree to which a leader challenges assumptions, takes risks, and solicits ideas and feedback. The goal here is to stimulate creativity in their followers.

Now let’s take a closer look at the impact of this leadership style in the workplace.
Why is transformational leadership effective?
1. Promotes psychological safety.
Transformational leaders know that psychological safety is key for encouraging participation, bringing new ideas forward, and uncovering solutions. They urge people to think independently and challenge the status quo.
Part of fostering psychological safety is replacing criticism with curiosity. For example, if an employee misses a few deadlines, transformational leaders don’t spend too much time on fault. Instead, they might say, “I’ve noticed you missed a few deadlines this month. I assume there are some factors impacting your performance. Can you walk me through what those are?”
Ultimately, it’s up to the leader to model the behavior they want to see from their employees. In doing so, they foster an environment of trust and respect.
2. Prioritizes career development.
Transformational leaders act as a mentor or coach to their employees. They make themselves available to support and advise others when they need it. Most importantly, they look for opportunities – and even create opportunities – to help their employees get closer to their goals.

3. Boosts innovation and high performance.
Transformational leaders don’t shy away from risks, and they often push themselves — and their employees — outside of their comfort zone. Sometimes, this means failure. But other times, it results in exciting, innovative solutions. This motivates employees to keep raising the bar and improving team performance.
4. Cuts down on micromanaging.
Transformational leaders value employee autonomy more than oversight. They give space to employees to work autonomously and make decisions.
That said, this isn’t a complete laissez-faire style. Leaders provide clear instructions and the necessary resources for employees to do their job. Additionally, they provide appropriate, well-timed support without overstepping boundaries.
5. Nurtures a growth mindset.
Transformational leaders embrace new ideas, solicit feedback, and admit when they’re wrong. In other words, they aren’t afraid to learn and grow.
This type of growth mindset is contagious in the workplace, allowing employees to feel comfortable making mistakes, receiving constructive criticism, and keeping an open mind.
Transformational Leadership vs. Transactional Leadership
Transactional versus transformational leadership is not a question of good versus bad. While polar opposite, both are effective in different situations.
To state the obvious, transactional leadership involves a transaction. Leaders set goals and, in exchange for achieving them, employees receive rewards.
It involves maintaining a status quo, hitting specific targets, and controlling outcomes. While this approach may seem cold or impersonal, it’s an effective approach for mid-to-large organizations operating under rigid targets or rules.
For instance, imagine a sales team grinding to hit a certain quota per week. Or line workers at a manufacturing plant inspecting a certain number of products per day.
This is quite different from transformation leadership where employees are given autonomy and space to create and innovate. This is a fitting approach for organizations looking to retain and develop talent instead of meeting a fixed quota.
Transformational Leadership Examples
1. Marissa Andrada, Chief Diversity, Inclusion, and People Officer at Chipotle.
“HR leaders need to have clarity on values, with a deep understanding of who the company is and what it stands for as an organization.”
2. Katie Burke, Chief People Officer at HubSpot.
“When things have gone sideways (big or small), we have always leaned into transparency and being upfront with people about what we have learned from the experience. We also try to actively celebrate failure. Doing so helps ensure we don’t just celebrate the things that go perfectly and that our leaders set the tone on failure as part of our journey.”
3. Indra Nooyi, Former CEO of PepsiCo.
“If you don’t give people a chance to fail, you won’t innovate. Most importantly, we want to create a company where every employee can bring their whole selves to work.”
Back To You
Transformational leadership could be the difference between a stagnant team and a high-performing one. It enables you to retain and develop talent while driving positive change. If you’re in a leadership role, consider how this style could take your team to the next level.

Quick riddle for you: What do you have in common with podcast hosts, YouTube sensations, TikTok stars, and Instagram influencers?
Stumped? Okay, okay. I’ll tell you the answer.
Statistically speaking, you probably also consider yourself a ‘content creator’, at least on some level.
Recently, HubSpot’s Blog Research team ran a study and found 30% of 18-24 year olds and 40% of 25-34 year olds call themselves content creators.
That number might seem high at first, but when you consider how deeply ingrained social media has become in our lives, it starts to make sense. 
What did surprise me, however, was this: When asked how many followers most of these content creators had, 84% reported less than 10,000, and 39% reported less than 1,000.
This confused me. In high school, I had roughly 100 followers. But I’d never considered myself a content creator. I guess, as it turns out, maybe I should have.
To investigate whether ‘everyone is a content creator’ is true — and what it means if it is — I spoke with three content creators and influencers about their relationship to the ‘content creator’ label. Let’s dive in.

Is anyone who creates content a ‘content creator’? 
Li Jin is an investor and co-founder of Variant Fund, a venture firm investing in the ownership economy. Jin, who’s been called ‘The Investor Guru for Online Creators’, believes everyone is a content creator.
As Jin told The Information, “No matter which industry you’re in, people are all going to be creators … This embrace of virtual brand-building is already starting to happen but will accelerate in coming years, as doctors, CEOs and other established professions, including venture capitalists, realize the importance of cultivating online profiles.”
Jin adds, “Everyone will have to build influence online, because we’re living more of our lives online … All of us will have to adopt some of the skill sets and behaviors of creators in order to be successful.”
If a content creator is defined as someone who “produces entertaining or educational material that caters to the interests and challenges of a target audience”, then it makes sense to label anyone with a social profile as a content creator. It doesn’t matter whether it’s just me posting a funny Instagram video to share with my 300 followers, or a major TikTok influencer doing the same thing for her 3 million fans.
Leslie Green, HubSpot’s Senior Social Strategy Manager, agrees. She says, “Nike believes ‘everyone is an athlete’, and I also believe everyone is a content creator. There may be varying levels of skill, but if you have a phone with a camera, you’re a content creator.”

A few years ago, being a content creator — or influencer — required a certain follower count to earn the title, and it was a relatively exclusive club, reserved for brands, mega-influencers, or celebrities.
Now, anyone with a smartphone has the opportunity to become one. There’s something incredibly freeing about this: As we broaden the scope of what we mean when we say ‘content creator’, we’re inevitably opening the doors for more diverse voices. Which means consumers worldwide can find content creators who mirror their unique, distinct experiences.
In other words: Content doesn’t need to reflect one singular version of reality anymore. Now, it can encompass all of them.
Nicole Phillip, The Hustle’s Senior Social Media Manager, told me she sees major benefits to the fact that there are no guardrails when it comes to labelling yourself as a content creator.

As Phillip puts it, “Content creator is definitely an overused descriptor … But that speaks to how accessible the arena is, which in some ways is great for people who otherwise would’ve hit glass ceilings or invisible walls trying to get their work out there through conventional means.”

To become a content creator, you only need a smartphone. 
Admittedly, there are levels of skill, expertise, and influence within the creator economy, just like there are levels to any profession. But what’s surprising is that, unlike other professions, there’s no entry-level requirement to becoming a content creator.
You don’t need to possess certain skills or live in a specific region or be an expert in a particular field — you just need to own a phone or a computer.
Which is perhaps what makes it so enthralling for so many. Consider, for instance, how the hashtag #contentcreator reveals more than 9 million results on Instagram:

What’s equally interesting is the growth of the creator economy over the past few years — which Bloomberg reports is now worth more than $20 billion.
The creator economy, a term that refers to the marketplace of content creators as it relates to businesses, skyrocketed during the pandemic.
The pandemic also greatly impacted the requirements of becoming a content creator. As people were stuck at home with nothing but their phones, they had to make due. And, as it turned out, audiences didn’t care about super-polished content, anyway.
Instead, audiences appreciated and sought out the more authentic posts that spoke to the true state of the world.
As Phillip acknowledges, “Being a content creator used to mean you had a super large following and created original content that would consistently go viral to large audiences. Then, we started having micro and nano-influencers, which lowered the barrier to entry, so there’s no particular follower count necessary, either.”
She adds, “In terms of content types or quality, there’s an audience for every niche and ability, so someone who only has an iPhone 8 just recording their thoughts during their morning commute can compete in the same space as a celebrity makeup artist operating with a DSLR and an entire team.”
It’s undoubtedly thrilling to consider the possibilities of creative individuals with less resources competing in spaces with high-profile, mega-rich celebrities.
But that leads me to my next point: What’s the end game with all of this, anyway?
Becoming a content creator on social media is no longer a means to an end. 
A few years ago, becoming an influencer was oftentimes a stepping stone to fame.
A few names come to mind: Consider King Bach, who became famous on Vine and has since starred in multiple TV shows, including The Mindy Project and Punk’D; or Addison Rae, a TikTok dancer who was recently featured in Netflix’s movie He’s All That.
And yet, nowadays, becoming an influencer is in-and-of itself the goal.
One TikTok creator, Brady Lockerby, decided to become a full-time TikToker after recognizing the financial incentives outweighed her previous employment.

@bradylockerby
How i became a full time content creator! #contentcreator #fulltimecreator #fulltimecontentcreator #fyp comment questions I want to make this a series
♬ Spongebob Tomfoolery – Dante9k Remix – David Snell

As she notes, she made roughly $50,000 in her corporate 9-to-5 job. By comparison, she now makes upwards of her yearly corporate salary in one month.

Lockerby told me, “The first time I posted on TikTok, I never expected it to turn into what it is today for me. It’s something that truly just fell into my lap. Once my TikTok career started to take off and I realized, ‘Wow, this could actually be my job,’ I made the plunge and quit my job. Freedom was probably the driving force.”

She adds, “It seems that nowadays most people are just in it for the money and receiving free items — but I believe that building authentic relationships is key. Whether that’s with your followers or a brand, if you don’t have that trust, no one will believe your content. You make the choice to put your life online, and it makes my heart warm to know that people genuinely care about not only what products I’m promoting that month, but about me and my life.”
It’s important to note: The money you make as a content creator is well-deserved. As easy as it is to earn the label of ‘content creator’, it’s not easy to make a living off of it.
In fact, Philip predicts that in the future, many will actually consider quitting as the market becomes increasingly saturated.
She told me, “People can get content from every corner of the internet, and to maintain an audience through such competition can be stressful and exhausting. I’ve seen this first-hand just working on branded social. There are no off days and you constantly have to feed the beast.”

It’s true: Content creation is a 24/7 gig. And if you don’t consistently post engaging content, you could lose your audience’s attention as they move onto the new creator of the moment.
But that shouldn’t deter you from embracing your role as content creator if that’s what you want.
As Green advises, “In 2022, content creators have more power than ever. Platforms like TikTok and Instagram are competing for content and are actively helping to produce income for their most valuable asset — content creators. If you’re looking to break into content creation, don’t be discouraged. Brands and platforms are looking for your personality and expertise.”
Green continues, “My best advice: pick a niche, stick to one platform, and focus on volume. Social media may feel like a crowded space, but there’s room for everyone. Be patient, test a variety of formats, and stick to a cadence you can be consistent with month over month.”
Ultimately, just as art means something different to every individual, so too does content. Which means the narrow scope we’d previously defined as ‘content creator’ was too limiting. There’s value in leveling the playing field, and allowing anyone with a camera and a voice to be heard.
After all, every content creator has the unique ability to connect deeply to their audience — and whether that’s an audience of one or one million, there’s power in that.

In 1990, the key to SEO success relied on keywords. Today, it’s way more complicated.
The SEO landscape is constantly evolving, and marketers must evolve along with it. But to do that, it’s important reflect on the biggest SEO challenges this year — and create a game plan to address them.

Below, let’s review the top six SEO challenges brands are facing in 2022, according to data from HubSpot Blog’s 2022 Web Traffic & Analytics Report and other marketing experts.
Top 6 SEO Challenges in 2022
1. Staying on top of algorithm changes.
The HubSpot Blogs surveyed 400+ web traffic analysts to identify the top SEO challenges in 2022. The leading challenge — experienced by 50% of marketers — is staying on top of search engine algorithm changes.

This isn’t surprising — in 2020 alone, Google ran more than 500,00 experiments that led to 4,000+ changes to search. For many marketers, staying current with these changes is like hitting a moving target.
So, how can you succeed when Google keeps moving the goal post? The key is to respond to these changes strategically.
There’s no need to overhaul your entire SEO strategy in response to a minor change. Instead, your time is better spent staying on top of industry news. If a big algorithm change is on the horizon, the SEO industry will talk about it.
The second tip may sound counterintuitive, but hear me out – after an algorithm change, wait for the dust to settle before making any moves. Why? In some cases, Google reverts to a previous version if an update doesn’t go to plan.
2. Not ranking higher in search results.
Unlike paid search, SEO takes time to show results — and it’s usually a result of smaller efforts.
There are some “solutions” to fix a low ranking, such as pivoting to technical SEO and content marketing. SEO experts have also identified some factors that play into your ranking, like the E-A-T framework. E-A-T in SEO stands for “expertise,” authoritativeness,” and “trustworthiness.”
However, even more important is developing a long-term strategy that focuses on a handful of initiatives at a time. Remember, SEO is a long-term game. The work you put in today will pay off down the road.
3. Using keywords incorrectly.
One thing has managed to stay consistent in the SEO world: keywords. But today, rather than scanning for keywords, Google takes a high-level look at your website to get an overall sense of its authority, tone, and relevancy.
In other words, if you’re hoping that keywords alone will give you a boost in search results, you’re out of luck.
Instead, the goal with keywords is to understand user intent, or the deeper problem your users hope to solve. With this understanding, you can inform your content strategy and your larger, overall marketing strategy. Take a look at this helpful article on adding user intent to your keyword strategy.
Additionally, tracking search volume for your targeted keywords can help you understand why your website sees a sudden spike or drop in traffic. For instance, if a target keyword is experiencing a spike in search volume, you can write more blog posts on that particular topic.
4. Writing compelling titles and meta descriptions.
According to 400+ web traffic analysts, one of the most effective strategies for improving search ranking is writing compelling titles and meta descriptions. But writing catchy titles is easier said than done.

According to one recent study that analyzed 5 million headlines, emotional titles — either positive or negative — had a higher click-through rate (CTR) than neutral titles. In fact, both positive and negative titles improved CTR by approximately 7%. Additionally, web pages with meta descriptions get almost 6% more clicks than those without.
But, a word of caution here — while emotionally-charged titles can drive clicks, you run the risk of sounding too clickbait-y. For example, the same study found that “power words” — or words specifically designed to draw attention — can negatively impact CTR. Power words include terms like crazy, insane, and amazing — so use them sparingly, if at all.
5. Missing the mark on mobile.
Your SEO strategy should absolutely include mobile optimization. Why? As you might expect, mobile devices account for a large chunk of web traffic — 41% to be exact — making it essential to approach your website with a mobile-first mindset.
Further, Google now practices mobile-first indexing. This means Google uses the mobile version of your web pages when indexing and ranking pages.

The trend is clear — optimizing for mobile is key for traffic growth, SEO, and great user experience. It’s no surprise that almost 25% of companies invest in mobile as a top SEO tactic.
You don’t need to be a developer or have a large budget to optimize your website for mobile. Check out this helpful guide to learn how small tweaks can improve the mobile experience.

6. Leveraging video in search results.
If you Google “How to tie a knot,” the top search result is a video:

Increasingly, Google is incorporating video in search results — and this trend isn’t stopping any time soon. In fact, Google is working on more ways to experiment with short-form videos in search results, according to Google’s Product Manager, Danielle Marshak.
Google plans to surface videos by crawling and indexing them like any other type of content. So how can marketers leverage their video content for search? Here are a few strategies:

Add video chapters. Chapters section your video by topic, providing a layer of context for viewers. It also makes it easy for Google to understand the content in your video and use different clips in search results.

Optimize your title, tags, and description. Like web pages, videos also have titles, descriptions, and tags. Optimize these using SEO best practices.

Also, embedding videos into your website and blog posts doesn’t hurt — and can actually improve your bounce rates.
Back to You
SEO is like a mutual fund — it builds over time, one dollar at a time. In other words, it’s a long game. Marketers must have the right strategies in play for the long game. Start with the tips in this post to set you on the right path.

What is good software to use for a that I can input a spreadsheet of emails or phone numbers of potential clients and send one out message? I can’t seem to find what I’m looking for. They want the receiver to be a subscriber first but I can’t find software where I can initially send out the message first. submitted by /u/prestige-dugg [link] [comments]

 

 

First, there was Lean Manufacturing, then Lean Management. This constituted the common understanding of the term Lean, which means achieving goals without costly waste or surpluses—of time, resources, or effort. Lean Marketing is about all that, plus it draws from the Agile project management style. Lean Marketing is also much easier to do when you have a customer data platform (CDP).

 

Where did it come from?

 

The term lean marketing was popularized in the book The Lean Startup by Eric Ries. Although the lean concept is popular in the science of management, thus far it has been associated mainly with the context of lean manufacturing, which boils down to reducing waste in the production process and keeping stock at the minimum possible level, or lean management, where it means “shortening” decision-making processes by, for example, changing the organization from a lean form (multi-level, bureaucratic) to flat (with a small number of levels and a small distance between the management and the crew).

 

Lean or agile?

 

You may also hear of lean marketing as a startup term, or maybe you’re familiar with Agile Marketing, which takes cues from the agile processes used by software developers and offers valuable lessons for CMOs.

Lean Marketing closely resembles the Agile style of project management, with its focus on a single task at once and its emphasis on iterations.

As eCommerce must, at some stage, meet the concept of Agile software project management, its principles should be easily understandable and possible to adapt and absorb.

 

What is Lean Marketing?

 

According to the original concept, lean marketing means reaching the customer at the lowest possible cost without involving “expensive” media (i.e., through modern channels). In the simplest terms, lean marketing is an analysis of what the recipient truly cares about and cleans the entire communication process, removing waste of time and money and eliminating activities that do not bring value to the target customer.

Known as a startup term,Lean Marketing works well in most small and medium-sized enterprises, as practice shows. Lean Marketing allows you to spend limited marketing expenditure on activities that increase the effectiveness of acquiring potential customers.

 

The difference between traditional and lean marketing

 

In traditional marketing, the final effect of realizing the marketing plan is determined beforehand, and teams cannot adjust and adapt throughout the creation process. Marketers often repeat certain activities without regularly measuring their effects. This means a lack of improvement along the way, as well as a lack of adaptivity to changing levels of customer engagement. This results in the customers ultimately being pushed away due to not precisely targeting them with personalized activities.

When examining the Agile project management roots of Lean Marketing, traditional marketing closely resembles Agile’s chief opposition – Waterfall.

Unlike in Waterfall, where the final effect is determined upfront, Lean Marketing:

Prioritizes based on reality to deliver marketing actions that meet customer expectations.Breaks big, long-term goals into mini-projects. Focuses on small wins every few weeks and iterates toward an optimal solution.Demands that the time between concept and delivery be counted in weeks instead of months.Assumes frequent status meetings focused on what is working, what is done, and what is keeping a team from doing more.Makes quick corrections possible if things change or people go off course. 

 

Lean marketing cycle

 

Planning an effective Lean Marketing campaign first requires setting a specific organizational goal. It is best to check it with the SMART rule to determine whether the goal has been formulated in a way that will allow for its effective implementation. Then, in the idea phase, try one of the methods for group idea generation, such as brainstorming. Next, move on to the iterative process of creating, testing, and improving the adopted solutions. 

 

 

How to Lean Marketing?

 

Your actions start more or less the same as in classic marketing activities. It is necessary to segment the market and define the target group for your product. To lay a solid foundation for further activities, you should include the following factors:

Psychographic aspects – purchasing patterns, fashions, associations with the productGeographical context – a place of residence, the population in a given areaSocial and demographic factors – gender, income, educationBudget limitations – financial limits that were defined for the campaign

 

The difference shows when you start planning subsequent actions based on these criteria. To plan them in a lean way, you should remember the following key lean assumptions:

Deliver faster in less time by breaking large, long-term goals into small tasks; deliver small pieces every few weeks, and iterate toward an optimal solution. There are two meanings of fast. First, when limiting your work in progress, you start working on smaller batches, and, because of that, you can see the fruits of your work faster. With that, you’ll be able to test and launch them faster (if we are talking in the context of a marketing campaign). The second aspect is fast iterations. By iterating multiple times, you can dramatically improve every cycle compared to the previous one.Conduct frequent status meetings to discuss what is working, what is done, and what is keeping your team from doing more. You can start with daily stand-up meetings—this is a short (up to 15 minutes) gathering of the team that is held every day to sync what is happening between the team members and keep everyone on the same page. Every member must share what they have done the day before, what they will do this day, and what challenges they have faced or think they will face. Daily stand-ups are an essential part of the Lean Marketing machine. Besides helping your team remain in sync, these meetings also help you find and resolve your teammates’ challenges before they turn into problems. Stay focused. Lean has no place for multitasking. Research shows that multitasking generally reduces productivity. Since the goal of Lean Marketing is continual improvement, team members cannot work on multiple things at once. Do not rely blindly on plans. Lean Marketing is based on flexibility and readiness to adapt to changing circumstances and resources. In the context of Eric Ries’s methodology, this is called “pivoting.” The decision of whether you should pivot or preserve your current state must be backed up by data and not be the result of impulsive urges.

 

5 key elements of Lean Marketing strategy

 

We can safely call it a strategy because switching to a Lean Marketing process is a strategic move that will completely change the way your team works. Such a strategy should include five key elements. Knowing these elements at the beginning will allow you to apply Lean Marketing more easily to the current flow of your process. Without any frustrating changes, Lean advises you to start with what you do now, work with what you have, and gradually build upon it.

Personas: Make a precise identification of the types of customers you will be interacting with; it will save you time that would otherwise be lost on reaching uninterested consumers.Marketing process: Remember to regularly analyze the results of already implemented solutions and the need to constantly improve them.Measurements: Always use at least one application or website that allows you to conduct analytics and measure behaviors and interactions with your customers.Testing and measurement tools: Use technological solutions that automate your marketing processes and check the quality of the content on the website, like A/B testing. Check your progress regularly: Remember, your goal should not be to create the perfect solution right away but to enter the path of small, regular improvements that will allow you to achieve perfection in less time than you think. Lean marketing is always iterative. Build small ideas, take them to the market, measure results, learn, and repeat using the lessons learned.

 

The most often reported benefits of Lean Marketing strategy

 

According to the CMO’s Agenda research, 67% of CMOs using Lean Marketing methods report increased profits and revenues. Lean Marketing does this primarily by:

Keeping the organization customer-focusedImproving speed to marketMaking teams more productiveEnhancing prioritizationDelivering better, more relevant end productsIncreasing throughput/velocity of work delivered

 

… and how does it all relate to Customer Intimacy and CDP?

 

First, remember that to lay a solid foundation for further Lean Marketing activities, you should include the following factors: 

Psychographic Geographical SocialBudget

 

Second, some of the key elements of the Lean Marketing strategy are as follows:

PersonasMeasurementsTesting and measurement tools

 

These are either customer data or marketing tools. Furthermore, modern CDP is more than able to provide you with the means to create the following:

Superb segmentation, called Hyper SegmentationHyper-personalized segments, which are much more effective than personasCutting-edge measurement and testing tools

 

Using Next-Gen CDP, you are able to transcend the ordinary level of customer knowledge and reach Customer Intimacy, which will effectively bolster your Lean Marketing strategy. How exactly can you intertwine a CDP with Lean Marketing strategy? This will be discussed in our next article.

 

Hey guys, I seem to be in a pickle. I need to make 7.5K unique posts per day from different Twitter accounts and was wondering if any of you know a tool or perhaps an automation script that can help me here? Thing is, I have found some tool and they let you schedule posts & what not. But one of my requirements is that I need to log in multiple Twitter accounts, is there any tool that allows multi account login and post scheduling, or can someone point me to the right direction? TIY! submitted by /u/Darthmute [link] [comments]

No matter how great you and your marketing team are at advertising your products, the simple truth is that these days, 75% of consumers will do their own research before committing to a purchase. And, it just so turns out that this research will include seeking out examples of social proof that confirm that your…
The post 6 Ways to Use Social Proof to Grow Your eCommerce Business appeared first on Benchmark Email.

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