When you’re juggling about a thousand and one different priorities, it’s tempting to just focus your marketing strategy on the big picture, like achieving your desired ROI or a higher conversion rate- and that’s certainly not a bad start. Maybe you don’t worry so much about audience segmentation, A/B Testing your subject lines, or optimizing your emails for mobile right now, because “They’ll get the idea,” and you’ve got a lot on your plate. Steps like these might seem like small details to fuss over, but skipping them is like closing one eye to get better aim. You think if you narrow your focus, it’s going to serve your strategy best, but that’s not the case. Keeping both eyes open is key to hitting your target.