You and I both know it: there’s no secret to a successful social media campaign. Instead, there’s just strategy; nowadays, posting won’t cut it — and social media marketers are feeling the pressure more than ever.

The story of 7-Eleven’s remarkable transformation in Japan offers a masterclass in global expansion done right. Despite being an American brand, 7-Eleven has become a beloved institution in Japan with twice as many stores, and 8x higher profit margins than in its home country.

Most brands chase exposure. They pour money into ads and PR, hoping to buy attention. And, it works if you have deep pockets. But if you don’t?

A Microsoft study found that people spend 15% of the workday checking email— that’s about six hours a week squinting at their inboxes. While many want that number to be lower, the truth is that email is still a valuable communication tool.