Assessment and Auditing guide

Without a constant assessment and analysis of results coupled with periodic email campaign audits your emails will, over time, attract fewer and fewer successful results and a decision may be made to junk an invaluable marketing tool for all the wrong reasons. Your management, especially those who control budgets, will need to see positive evidence of success and it’s only by utilising the reporting tools available to you and conducting periodic reviews that this can achieved.

ROI measurement is a vital part of using any marketing tool but Econsultancy recently reported that 42% of email marketers do not know the ROI gained from their mailings and EmailStatCentre said in 2010 that 70% of marketers did not have enough staff to keep tabs on ROI. 

In this comprehensive guide Michael gives information and tips on some of the following key chapters.  These are processes you need to consider in order to get the best possible results from your email marketing campaigns:

• What to measure and how to measure
• Examples of goal definition
• Reporting statistics
• Comparative reporting
• Conducting an audit
  

 
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