E-mailing Strategies Online
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As the end of the first quarter draws near, it's time to review your e-mail efforts to determine if you're still on the road to success.Though sales and response rates are key indicators to how well your program is performing, there are 12 critical areas where you can rate your program's effectiveness to forecast how well you can expect the rest of the year to go.
The questions were initially proposed by Andy Goldman, an associate director of my company's e-mail practice. "These questions represent categories that are core areas for analysis with our clients' e-mail marketing programs," said Goldman. "They reflect the entire customer journey with e-mail, and they lead to a consideration of areas for growth and optimization."
Will your e-mail efforts succeed in 2006? Find out by answering these questions for your organization's programs, then answer them for your top two competitors. Comparing results will offer some clear direction of how the rest of 2006 should be managed.
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