As we head into the holidays, now is a great time to ensure your emarketing campaigns work the way they are supposed to and to bring good cheer in the process. In this column, I'll focus on measurements and how they can be used to tune campaigns.
Branding aside -- an important element in its own right -- the first step to getting your campaigns to work is to ensure that your online processes work. Let's assume you've attended to fundamentals such as avoiding checkout processes that require registration. Dive into subtler factors: do you provide too many choices or are searches going unanswered because potential customers are looking for a "widget" but you've called it a "gadget"? Surprisingly, these types of issues can confound the best e-marketing efforts, and they don't always show up as an obvious cause.
See the full story at: http://www.clickz.com/clickz_email_experts/brand/emkt_strat/newsletter
Branding aside -- an important element in its own right -- the first step to getting your campaigns to work is to ensure that your online processes work. Let's assume you've attended to fundamentals such as avoiding checkout processes that require registration. Dive into subtler factors: do you provide too many choices or are searches going unanswered because potential customers are looking for a "widget" but you've called it a "gadget"? Surprisingly, these types of issues can confound the best e-marketing efforts, and they don't always show up as an obvious cause.
See the full story at: http://www.clickz.com/clickz_email_experts/brand/emkt_strat/newsletter
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