How Much is Your Email Program Costing You?

GREG ZAKOWICZ | January 18, 2019

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We hear about how machine learning and artificial intelligence have reshaped email marketing but lurking inside these buzzwords is a hidden danger – not knowing whether these tools, among others, actually improve your email program. Email marketers should understand their current KPIs and capabilities. Does their email marketing include batch-and-blast and segmented promotional emails? What about welcome series, post-purchase, and abandoned cart emails? What’s the revenue-per-email for each type of campaign? It’s hard to quantify results without these efforts. Already executing these campaigns? Nice job. Now it’s time to focus on improving your email fundamentals and understanding the cost of not doing so.

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