Key Success & Failure Metrics for the Hierarchy of Subscriber Needs
Subscriber expectations have grown steadily over the years, driven higher by a wide range of factors, including the adoption of smartphones, the increase in targeting, and the rise in omnichannel experiences.
For email marketers to be successful, they must exceed or at least meet these expectations, which can be measured by a set of success metrics and a set of failure metrics.
In my latest Marketing Land column, I discuss how these expectations line up with The Hierarchy of Subscriber Needs for respectful, functional, valuable, and remarkable experiences. I share the success metrics marketers should use to measure each of those needs.
Using the finding from our just-released Adapting to Consumers’ New Definition of Spam report, I share failure metrics for each of those needs as well.