Return Path – Are You Up for the Challenge? Monitoring the Email Competition
By: Return Path
With the Olympic Games right around the corner, athletes are making final preparations and getting ready for the competition of a lifetime. As part of these preparations, you can be sure these athletes have analyzed their competition. What strategy does their competition employ? What are the strengths and weaknesses of their competitors and how can this competitive information be used to the athletes’ advantage? Of course, tracking the competition and putting this information into action isn’t easy. The same goes for marketers tracking their competition.
Time Consuming and Incomplete
Like an Olympic athlete, marketers regularly analyze their competition to inform their own strategic program decisions. However, this is often time consuming and tedious, and when done manually, means tracking emails across multiple accounts. In addition, signing up for a competitors’ email program only provides a small window into their email program strategy.
Even with multiple accounts and personas, it is also difficult to get a complete picture of the email program when the emails aren’t based on real email subscribers. What emails are sent to buyers vs. non-buyers? What targeting and segmentation is in place based on prior purchases or website activity? What subject line or creative testing is employed? Even with tools that centralize email collection and provide some data, it is hard to make truly strategic email program decisions based on incomplete data.
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