Set the wrong goals and you could be going astray from the start. That’s why measuring success properly is a key focus of the 2nd Edition of my book, Email Marketing Rules. Here are three ways that you could be using the wrong yardstick for your program:
Real List Growth vs. Unqualified List Growth
All subscribers are not created equal. The missing ingredient in creating real list growth is subscriber productivity. I mean “real” in the same sense that “real GDP” is our nation’s gross domestic product adjusted for inflation, or the changing value of a dollar.
The value of your average subscriber—and the value of our email list overall—also changes. If low-value subscribers are replaced with high-value ones, then list power increases. If we do the inverse, then it decreases.
