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 seventh post talks about understanding the most relevant success metrics. It speaks of how e-marketing goals can be different for different businesses. By way of example, someone may wish to measure success via direct sales revenue, while others measure success around customer satisfaction or retention numbers. And, of course, there are often very different e-marketing objectives for business to consumer (B2C) and business to business (B2B) organisations.
I hope you enjoy & can put to use the ideas here, as part of the larger series I am re-releasing.
The next in the series talks about Finding the Right Data in support of segmentation