About Me

I'm Marco Haerter. For thirteen years I worked inside Mapp Digital, an enterprise email service provider — where email data is generated, not just reported. I did most of the jobs in that chain along the way: tracking and data services, the pipelines underneath, the reports and dashboards on top, and the part that earns its keep — turning all of it into insights, optimisation recommendations and growth experiments that changed what teams did next. I didn't start as a marketer. I came in through consumer psychology, with a grounding in media law — so I read email as behaviour and consent first, metrics second.

The Pattern I Kept Seeing

Across client after client, the same thing. Performance moves. The dashboard stays full of opens, clicks and revenue. And no one can say why. Usually the cause is audience drift — list quality eroding behind a subscriber count that looks perfectly stable, which the classic reports simply can't show. I call it blind flight: the numbers tell you what happened, rarely why. It took years to put a name to it, and then it was obvious — most companies don't have an email problem, they have an intelligence problem. The fix is to optimise for audience state change, not campaign metrics. Here's the experience that diagnosis is built on:

• ESP insider — thirteen years inside the platform where the data is generated, not an export read second-hand
• The whole data chain — tracking, pipelines, reports, dashboards — I've built the plumbing, not just consumed the output
• Behaviour and consent — consumer psychology and media law: what actually moves people, and what you're allowed to do about it
• Insight into action — recommendations and growth experiments that changed real decisions — now shipped as an audit tool and the EmailImpulse platform

My Approach

A report tells you the campaign performed. It rarely tells you what changed in the people receiving it. I work at that second layer — treating the audience as the thing being measured, and the campaign as just how you measure it. Seeing that gap, over and over, is what pushed me to build the answer instead of pointing at it. AI made it urgent: it won't fix shallow email data, it will only scale shallow decisions. So I wrote the method into a book and built EmailImpulse, the tool that puts it to work — the same move, from email reporting to email intelligence.

Get in Touch

Numbers moved and no one can say why? That's the conversation I'm built for. Reach out on LinkedIn, or subscribe below and I'll send the thinking as it develops.