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By Dela Quist
Many companies struggle with measuring the impact of email on their organizations. As a result, it’s consistently undervalued as a tool in most marketers’ arsenals.
Using a case study from one of our clients, we examine the halo effect of sending an email. We look at the uplift in revenue across other channels when an email is sent and consider the merits of different attribution models and how email marketers can best demonstrate the full impact of their work.
How often should you be emailing your subscribers? It's a question we get asked all the time. The quick answer is 'as much as they will let you' because we know that sending more email increases revenue. But it's not that simple.
As our regular readers will know, we spend a lot of time carefully analysing email performance data so it's easy to overlook some common myths that still pervade the industry. We looked at commonly cited wisdom about email marketing and put together our top 7 myths that need rethinking.
Are high open rates holding you back?
By Dela Quist, CEO Alchemy Worx
Our findings last month on the Obama campaign caused a lot of debate but the bare facts of our analysis still stand had Obama's team optimized for improved open rates, their send volumes would have dropped and their all-important donations would have followed.
Pretty big claim! But we've been measuring open reach across a range of clients and industries for seven years and have unearthed a wealth of valuable insights that underline why this metric should become the lynchpin of your marketing strategy.
From split tests to customer engagement, we've scoured the web this month to bring you our take on the smartest email thinking online. We discuss articles by Tim Watson, Jeanne Jennings and Mark Brownlow, while Alchemy Worx CEO Dela Quist takes a fresh look at subject lines in his latest seminar.