Are you basing your email program’s effectiveness solely on ROI? Columnist Daniel Faggella argues that you may be missing important insights if so.
For many marketers, the success of any campaign is determined simply by the bottom line: expenses of the campaign vs. revenues generated.
In assessing campaigns, companies are often quick to fix the unique and tactical elements of the campaign, but they often leave out vital conversion “checkpoints” that are the ultimate drivers of a campaign’s ROI.
In this article, I’ll explain the 4 focus areas of an “email optimization audit” and explain how any company can use this exercise to lift a company’s overall online conversion rates.
This process can also be applied generally to an entire online business presence — not just to one campaign. So long as email plays a role in driving results, these 4 focus areas are vital: site, software, autoresponders or campaigns, and broadcast messaging.
Since it offers the most opportunities for tweaking, let look at “site” first.
Find Marketing Flaws By Conducting An Email & Conversion Optimization Audit
