this point in the email marketing programme cycle, you will hopefully have sent
your first campaign! You may or may not have chosen to implement automation as
part of this process; regardless it is vital now that you have built in some
time to do the appropriate analysis of the campaign using a pre-defined set of
analysis phase should consist of 2 parts:
there is the analysis to be carried out on the whole campaign and programme to
date: Did your campaign deliver to the goal specified at the beginning (e.g.
increased customer acquisition etc.)? Were your segmentation techniques
effective? Did your content, layout and design produce the required response
from the recipient? Were the organisational resources in place to create,
manage and deliver the campaign?
there is an analysis to be carried out based on the metrics available to you within
Sage E-Marketing for Sage CRM. These are generated automatically from the moment
you hit the "send" button. The decision to be made in the analysis phase is
what mix of metrics is the most important in terms of representing - and
delivering to - your business objective.
are examples of the metrics that come as standard:
these 2 elements, you should be able to do a thorough analysis and create the
conditions to feed this back into your programme design. Over the next series
of blogs we will take a look at each of the metrics available out-of-the-box in
Sage E-marketing for Sage CRM, when they should be used, and the conclusions
you can draw from each.
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