equally important part of the analysis phase of email marketing is to undertake
a review of the campaign performance. This is from an organisational and
delivery perspective, metrics don't really play a part in this process.
this in mind, it is useful to do a "health-check" by going through the list of
statements and questions around email marketing in your organisation that you
answered at the beginning of the process. Below is a reminder of a sample
checklist to reconfirm how your organisation is positioned for email marketing
- don't forget to increase your maturity level now that you have managed to
execute your first campaign.
As part of
your analysis you should also review your testing methodology on the various
email component parts as appropriate.
next blog we will take a look at one of the central arguments around email
marketing success - that of ROI. While many executives will place a high level
of importance on this metric from a revenue and cost/benefit perspective, it
is important to understand the context of ROI - particularly accurate ROI
measurement - within email marketing.
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