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.

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.

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

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

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.

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

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.

Objective #1 (50%): Increase email profitability

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