MediaPost – In 2013, Email Marketers Will Begin Focusing On Both Positive And Negative Metrics
Marketers love positive metrics. High engagement rates, click-throughs, conversions — the better the numbers in these categories, the more likely the execs in the board room will cheer you on. What about negative metrics: immediate opt-outs, spam reports and people that never engage? As we move into 2013, more and more marketers will begin using negative metrics to help boost performance.
Why? There are lessons to be learned when a user walks away from a brand (opt-out), ignores a message (does not engage) or reports an email for bad behavior (spam). Marketers need to dig into the negative “feedback” to learn how they can better improve their overall campaigns. For example, in addition to thoroughly reviewing immediate opt outs, spam reports and people that never engage email marketers should also focus closely on a few other key factors when it comes to negative feedback. These include:
Content — Thoroughly review the content and the overall message in welcome emails and subsequent emails to make sure that the message is not only clear, but enticing to potential customers.
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