Don't Do It Unless You Measure First

Marketing Vox points to a study showing the importance of measuring email marketing efforts. Many publishers simply push their content out to subscribers and count the ROI as brand awareness, customer education, name recognition and other soft metrics. They are missing the power of measurement inherent in email marketing.

With the right email marketing service provider a lot of hard data can be captured about your customers. Beyond simple open rates you can know who is reading each article. This is hugely valuable information as you shape future issues and sales efforts. If you are running articles promoting a particular product but no one is reading it it's time to reconsider your product offering. If you are experimenting with sales pricing and you receive huge interest reflected in the metrics then you know you are on the right track.

Don't publish if you aren't going to measure the results.

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tags: measure | measurement | metrics | MarketingVox
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