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on March 28, 2018 (last modified on January 12, 2022) • 2 minute read
Businesses love it.
The Direct Marketing Associations (DMA) says it’s still the top digital marketing channel in terms of ROI.
Email Marketing is probably the most consistent channel in terms of both return and frustration.
How can something that’s so successful create such disparity between its participants?
Here’s my take: when it comes to executing an email marketing campaign, people fall into two buckets:
In both cases, the marketer has little insight into subscriber signals and therefore lacks the ability to improve the subscriber experience.
The set-it-and-forget-it crowd is simply looking at the output at the bottom.
“Email was our top channel in terms of leads last month!”
The tinkerers make small, inconsequential changes on a per-email basis that have little impact overall success.
“We improved the click-through-rate of our welcome email by 3%!”
The former isn’t paying attention, and the latter is too in the weeds.
In this episode of Data Snacks, I talk about the importance of rolling up your campaigns to track aggregate performance. While it’s important to track the individual performance of the emails within your campaigns, unless you have an easy way to see the big picture, such as this email marketing dashboard, you’ll have little insight into whether or not those changes accomplish anything.
Want the template featured in this episode? You can download it for free right here.
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