You’re not doing your email campaigns for free. You pay for your email platform, the time of the people using it, the creatives delivered by your internal designer or your agency, and maybe you’re also buying email addresses to a third party.
As an ROI-driven consultant, I would first urge you to fix the basics, and see if this investment is profitable.
In order to do so, you’ll need to link your sales to your email campaigns. The best way to do it is to centralize the email reactions (Send, Bounce, View, Click, Opt in …) and the orders in a single place: the e-CRM. There are several tools on the market that can do it. Bisnode works with its own Data Hub.
When both are in the same place, focus on Campaign Attribution. Determine which action can be seen as the source of each order. There are different campaign attribution models: first source, last source, all sources… I’ll come back to this in a later article.
When your Campaign Attribution model is in place, you’ll know how much money your email campaign brought you, and you’ll be able to focus on the next priority.