It is the dreaded job in email marketing. How on earth do you know what the target should be? If the results comfortably exceed it then you set it too low. Fail to hit it and no matter how well the campaign went it will be seen as a failure. And you know who they will blame.
So what should you choose? More money would be sensible but that probably won’t get past your boss. What about 5% or maybe 10%? But then spreadsheets make the ease of whole numbers rather redundant so why not opt for a figure that might give the appearance that you came by it scientifically: 7.38%? Now that would impress anyone.
In essence, the way you measure the success of a campaign should support your marketing ethos. So more than a previous campaign or better than your competitors. Everything else is window dressing. What it most certainly is not is a way to reassure you.
We are back to the original question: what should the target be?
Look at it
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