One of the oldest weapons in an online marketer’s arsenal, email marketing, has stayed the ground over the years—ever since we got our first Hotmail IDs. While every passing year brings a new marketing favorite, smart marketers have hung on to this tool as they see through the hype, trusting results instead. And while we … Continue reading Does Your Email Marketing Measure Up?
In the new second edition of my book, “Email Marketing Rules,” I focus more on measuring success than on anything else except permission. That’s because too often email marketers are using the wrong yardstick to measure the effectiveness of their programs. Here are three examples of how success is often measured incorrectly, leading to underperformance: … Continue reading Don’t Use The Wrong Metrics To Measure Success
