Click. Click. Boom.

Click. Click. Boom.

  You can never escape the constant grind of analyzing your email campaigns by their click thru rates, and calculating and re-calculating what constitutes a good click thru rate. In fact, some strategists and long-time, client-side email marketers have over the years become obsessed with how to increase click thru rates, but in the process, have failed to keep an eye on the real prize. I call it the revenue click. The revenue click is the click that produces the most revenue in your email, and should be prioritized above all other clicks. The revenue click could be your least-clicked link, but still make you the most money.  If you don’t know what your revenue click rate is, or you haven’t done analysis on it, now would be the time to find it and optimize accordingly. So stop worrying about overall click thru rates, and start worrying about finding and maximizing your revenue click....
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The Future Of Your Email Program Has Already Begun

The Future Of Your Email Program Has Already Begun

What is my open rate now? What is my CTR now? What are my current engagement rates? How does it compare to last year? Are we above or below industry averages? What is our revenue now compared to last year?  The list can go on and on.  We are a society who has now been trained to finding out what is happening now and comparing it to the past.  We want the information at our fingertips and we ride the information wave as quickly and painlessly as we can.  The same goes for email programs.  Organizations want revenue now.  They want list growth immediately and they want to send as many emails now to their user base for fear that they will miss the opportunity to tell their subscribers their latest and greatest thing. What about the future? The hardest and most rewarding thing about running an email program is not only planning for the future, but executing on it.  Its...
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