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MediaPost – In 2013, Email Marketers Will Begin Focusing On Both Positive And Negative Metrics


MediaPost – In 2013, Email Marketers Will Begin Focusing On Both Positive And Negative Metrics


MediaPost - In 2013, Email Marketers Will Begin Focusing On Both Positive And Negative Metrics

By:MediaPost

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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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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