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Creating High Performing Email

Hi,

I'm learning Email Marketing Course from Hubspot Academy. First, let me say it's one of the best educational platforms I've witnessed online.

I have a question regarding 5 WHYS while setting up a goal for your email marketing campaign. The first one in the 5s is Who and the third one is When. As I understood by now, they are both replying to the same question: Who are you sending an email?

The answer to this question lies in segmentation lists, right? Those lists determine which one is to be preferred depending on buyers persona and journey.

Similarly, when also replies to something related to buyers journey. So my question is why adding the same things twice.

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