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The Importance of Testing in an E-marketing Campaign

Women on Business

JANUARY 17, 2011

How does their e-marketing supplement their traditional marketing? Create a Benchmark Traditional direct marketing always uses a control piece as the benchmark, generally with an A/B split test. The same idea works for e-marketing. Are they using email blasts, social networking, relationships with key bloggers?

Marketing 162
Marketing Press Release Direct Marketing Discount 162
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Before You Link Pay to Customer Feedback: Five Essentials

Harvard Business Review

SEPTEMBER 22, 2011

Your CFO and finance team can take a leadership role here. On the macro level, you can estimate the value of achieving customer loyalty leadership in terms of market share gains or revenue growth. One direct marketer learned this the hard way. A clear link to financial and strategic outcomes.

Incentives 10
Incentives Sample Customer Loyalty Metrics 10
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