GIVING THE RIGHT CUSTOMER THE RIGHT MESSAGE THROUGH MARKETING
By David Rogers
Open rates, bounce rates, click-through rates, engagement, views…these metrics all exist to shed light on a single question: how many people am I reaching with my marketing?
And really, the only way to create useful measurement is to test.
Test send times, subject lines, email layouts, landing pages, day of week, audience, message and on and on and on.
This is the difference between great marketing companies and those that are simply taking your money.
If the marketing company is testing messages, audiences and timing; if they’re measuring those things and reporting the results; if they’re helping you manage attrition and creating a plan to address it…this is a good marketing agency.
If they’re only taking your order, and fulfilling your request, they’re no different than a fast food kiosk.
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