Hillstrom's Email Marketing Excellence

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

regression analysis against historical transactions.

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.

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

Objective #1 (50%): Increase email profitability

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 #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.

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

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).