As a follow up to my last article about managing what you measure, here is something else you should pay attention to: Do you know what your email marketing campaign is doing for you?
That will lead you to answer the question: Should you be doing more or less of it?
How effective is your email marketing? I want to point out here that the impact of email marketing will vary greatly by industry, whether B2B or B2C, scheduling and frequency, value of content, the format and delivery mode, the size of your contact list and segmentation, your relationship with your subscribers, and other less predictable things.
So now you are able to make a strategic decision:
- Do you increase the amount of email marketing you are doing? - if the impact of your current marketing is significant
- Do you maintain current levels?
- Do you work to improve your impact by concentrating some of the influencers listed above? - if the impact of your current campaign is not significant
- Do you lessen your time and money investment in email marketing? - if the impact of your current campaign is not significant