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Tim Bond, Director of Insight at the Data & Marketing Association discusses the importance of finding the right measurement metrics which reflect email marketing’s true performance, which are of use to both the marketing team and wider business.
He reveals how marketers can best communicate both the strengths and challenges to tell marketing’s story to non-marketing professionals.
Understanding the performance and success of what we do, in any capacity of life, is essential. Not just to the businesses we oversee or work for, but for our own personal growth and satisfaction too.
The marketing landscape isn’t too dissimilar in its need to be measured, but it is becoming increasingly chaotic. With a vast range of rapidly evolving channels, offering a myriad of ways to measure our performance, it makes the process of picking the measures that really matter like escaping a minefield.
Email is often highlighted by the Data & Marketing Association’s (DMA) research as the most engaging channel across most socio-demographic profiles, but it hits its peak when used in conjunction with other channels in a well-balanced marketing mix.
Finding the right measurement metrics which reflect its true performance, which are of use to the marketing team and wider business, are often difficult. But it doesn’t have to be impossible.
What are the measures that matter?
Accurately measuring marketing’s success across multiple channels is a challenge on its own. A key issue identified in the DMA’s latest Meaningful Marketing Measurement report is that marketers continue to measure the performance of campaigns, without evaluating their true value. Many marketers are measuring metrics that are most accessible, not what really matters to the business.
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