 |
| Marketsmith believes that an email marketing program must be created with the same careful analysis and strategic development as any offline circulation plan. |
|
| For that reason, we start with building a history of past activity to establish a baseline that will drive the strategic marketing plan, a detailed analysis of performance to the contribution level by segment and source. |
|
| We look at business objectives and the overall marketing plan to make sure that the email program is coordinated with other contact vehicles and that promotions, for example, do not undercut each other. |
|
| Additionally we identify opportunities to target emails specifically to discrete groups of customers, triggered by particular action or past buying behavior. |
|
| We work with your email deployer to oversee and manage the implementation of the strategy. We then analyze results to make sure the plan is achieving its objectives. Our analysis includes: |
|
 | Performance metrics—opens, clicks through, conversions |
| Bottom line results/contribution |
| Subject line |
| Body copy |
| Time of day/day of week deployed |
| Graphics versus text |
| Offer(s)r or none |
| Recipient |
| Opt out ratio |
| Undeliverable ratio |
|
|
| Based on the analysis, we recommend tests, shifts, frequency, other changes to increase the bottom line results for the program and ensure in works in consort with the offline circulation program and objectives. |
|
