The Often Missing Element in Email Marketing Success Metrics: Time
Email marketing success metrics are incredibly tricky, in part because it’s very easy to fall into a mindset of evaluating campaign success instead of program or customer success. While individual campaigns are important—some being critical—the collective impact of our campaigns on the engagement of our subscribers is even more important.
It’s an easy trap to fall into, and one that we here are Litmus are occasionally guilty of tripping headfirst into. It’s partially because it’s so much simpler to measure campaigns, whereas drilling down to the subscriber level and adding the crucial element of time makes the math more complex.
While at The Email Design Conference, I had the opportunity to sit down with Holly Wright, Email Marketing Manager at marketing and ecommerce agency Phoenix Direct, to talk about email metrics, effective A/B testing, and how important the element of time is in determining true success.