How well is your email marketing performing?
Think back on your email marketing efforts. Does it seem that you previously saw a greater return on your email marketing than you have recently? Most of us work very hard to develop our email marketing programs. Then, as we achieve success, they drop in priority and we turn our attention to the improvement of other marketing activities. However, as much as we might like them to, email campaigns aren’t capable of running on long-term auto-pilot. Factors such as an inundated inbox, customer trust, brand loyalty, purchase cycles, and buyer interest greatly impact your campaign’s performance. Developing an ongoing program to consistently evaluate your campaigns and assess their metrics will ensure success.
In this whitepaper we have included six critical factors in assessing your campaign performance. Use this information to see how your current email marketing efforts stack up.
Define Email Marketing Goals
What do you want to accomplish with your email marketing campaign? This is an essential question that must be answered prior to crafting your message, call to action, and imagery. If your group’s focus is lead generation as opposed to sales conversion, then the preferred tactics used in your campaign will differ greatly. By defining your goals, you are also better able to determine the metrics by which to gauge the campaign’s performance. In addition, you gain the ability to finely tune landing experiences that drive toward your specific goal.