Marketers often debate about which media to use in a campaign. But their sentiment about using email to engage customers is unanimous.
An email campaign can be valuable because a list of subscribers forms a captive audience. These are people who have actively expressed a willingness for engagement. They've opted-in to your marketing efforts.
But how to do you measure efforts your efforts to build on this list — and transform it to a meaningful customer experience?
Metric choices are not trivial. Email provides a bridge between branding strategy and direct sales. An analytic solution linked to an email campaign provides a means of understanding customer preferences for offers, discounts, a white paper or a general follow up.
Although many channels to engage customers exist, many companies still rely on basic email campaigns. Surveys show email is still used regularly for marketing in 2015 and mobile-only viewership of email is climbing.
With these email trends in mind, let’s examine how a web analytics solution and email solution connects your marketing strengths to your market.