With respect to email marketing, it’s easy to get caught up in the minutia – subject lines, images, copy, and more. While paying attention to the details of any given campaign is an important exercise, it’s critical to consider the bigger picture and how an email marketing campaign plays out through conversion.
An email marketing message in the inbox is a single step along the path of a customer’s relationship with your brand and offer. Next comes the open, then the click-through, and finally conversion. To gain insight into what’s driving email marketing success and failure, it’s essential to consider the customer trail.
If you’ve been leveraging fully featured email marketing software and can track subscriber activity – which messages got opened, where they clicked through, and what they browsed on your site, for instance – you’re in a great position to make educated inferences on what types of products, services, offers, and content would likely interest any given subscriber. Read more ›