A few years back, my colleague David Riordan, wrote an excellent series of articles about email marketing.
I recently re-read them & believe there is merit & currency in most every post in the series.
Ranging from strategy to the mechanics of list & email design, David elegantly captures the thinking behind successful email marketing programs.
Rather than re-invent the wheel, I am going highlight what I believe are the (still) relevant posts in this blog, reminding readers of the value that can be returned with a well planned email marketing program
David's third post speaks to the idea of Key Performance indicators, or KPI's, being business led, not operationally driven. While data about "click-through" and "open rates" (etc.) will give good campaign feedback, it does need to be linked back to the broader picture.
I hope you, too, find value in this article. The next post speaks to the importance of aligning activities to your brand.