Email effectiveness has a direct correlation with the phase a company is in it’s email sophistication/maturity. If you do not have a process or guidelines for constructing your campaigns then you are in the trial phase and some way off achieving the results of your early adopting competitors.
If you have an informal process with a few guidelines that are only occasionally followed then you are in transition. When you are analysing your results look back at the processes that you applied and those that you did not. Think about how the process could have made things work more smoothly and how you could have improved creativity and relevance.
Strong policy and process throughout all functions on the run-up to pressing “go” will significantly improve email marketing and automation effectiveness. If you are struggling with developing this policy process procedure then drop us a line; we have a template for that.
Your process should include how to plan, execute, measure and report on everything you do.
Source: MarketingSherpa
