Hillstrom's Email Marketing Excellence

email marketing causes searches to happen. Email generates demand, search captures demand. The search budget must be set at an appropriate level, in order to optimize email performance.

Objective #2 (30%): Increase the number of customers who purchased from at least one email marketing campaign in the past year

So what if the customer opts-out? Seriously! The customer isn’t opting out of the brand, the customer is only opting out of one of a hundred marketing channels.

Objective #3 (20%): Execute at least 15 unique tests during the fiscal year. Document what was learned in each test, and share results with the executive team.

The metrics that allegedly measure success are not the metrics that yield business success.

Instead of evaluating whether creative works on a campaign basis, we see what impact a new creative strategy has over the course of three months.

The subscriber index is the relationship between opt-ins and opt-outs.

Objective #1 (50%): Increase email profitability

Test email marketing contact frequency, folks. Measure the increase in demand, project the increase on an annual basis, and then subtract the increase in opt-outs and associated demand/profit you lose.