E-Marketing Strategy: E-mail Marketing: An Old Workhorse That Still Pulls Its Weight
Strategies for building your list, creating e-newsletter content
and analyzing results.
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The most important indicator of success of an e-mail newsletter is sales. If your sales are increasing due to the newsletters, press on! If sales aren't immediately obvious, check your Google Analytics (remember those from this column in the January/February issue?) and your newsletter stats—in your newsletter management service—to see where the problem may lie. Retrace the path from e-mail delivery to sale, and find out where you're losing the most people:
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J.S. McDougall
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