Hillstrom's Email Marketing Excellence

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.

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

why we want to focus our goals and objectives on annual purchases per email subscriber. We only care about the end result, the only result that matters (sales/demand and profit).

Objective #1 (50%): Increase email profitability

Merchandise should be the most important component of your email marketing program.

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

There is nothing more important in e-commerce than merchandise. Consequently, effective email marketing programs should train the customer to care deeply about the content in the email marketing message, not the discount or promotion displayed in the subject line.

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

Email marketing creates demand. Most online marketing channels capture demand.