‘Leveraging the Right Email Marketing Data’ – ‘Website Magazine’ Article
Allison Howen says, “In email marketing, too many companies rely on metrics that do not give them an optimal return – defaulting to open and click-through rates as their only practice of data analysis.
Though these are integral metrics to analyze throughout any email campaign, they are not the end-all, be-all. When aptly leveraged, the right metrics will serve the purpose of improving an email marketing campaign, from encouraging users to engage with your brand to increasing the ultimate ROI”.
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