Digital Marketing Power

In today's world, knowing how an individual email campaign performed on a one-time basis is not enough. To learn whether your company is deriving true value from email marketing, you need both broader and deeper perspectives offered by program- and list-level analyses.

Though email campaign process metrics such as delivery, open, and click-through rates have their place, if you don't look beyond them... the true impact of your email marketing—and opportunities for continuous improvement—will go undetected.

It's high time for email marketers to assess email marketing performance in relation to goals, objectives, and contribution expectations that matter.

So, what matters?

Marketing automation may still rely on email for most of the communication work, but times are quickly changing. Sophisticated marketing automation focuses more heavily on user behavior, providing visitors with the right content at the right time in the buying cycle—on any channel. To achieve this, you have to move beyond mass email campaigns and, instead, shift focus to personalized, content-focused lead nurturing.