Ellber's impressed - email open and click through rates have been consistent, and response from his last two promotions created good lead volume. But somewhere along the way sales seem to have declined leaving Ellber and his boss wondering where they went wrong...
While email may make up the majority of your marketing communication tactics, opens and clicks certainly aren''t the only way a buyer interacts with your business. And buyers rarely decide to purchase after just one touch. So, why do we expect singular point in time engagement metrics to tell the complete story of our success? Closing the loop on dollars spent and dollars made – across all channels and touches – is the only way to gain one view of the truth into the tactics and strategies that guide marketing’s contribution to the bottom line.
After this meeting with his boss, Ellber is certain that he needs more than email to get his marketing to the next level and repair trust with the sales team. But, what should he do now?
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