Is it a bad idea to use two services for delivering an email from your app, like SendGrid for transactions and Mailchimp for marketing emails?
Death by Metrics
Data is important. But any statistician or good businessman/woman will tell you that contextualizing data is even more important. Marketing is not an exact science, and there are biases and variables (also known as our prospects and leads 🙂) that influence data. If we operate without understanding where these variables and biases are hiding, we can be led astray, chasing metrics that may lead to nowhere or, worse, to long term issues.
Understanding Differences in Email Marketing Metrics Across Platforms
While click through rate may be the most obvious example in highlighting the distinction between the ways different platforms calculate their reporting metrics, its not the only one – and it’s critical to know how to accurately calculate and interpret your metrics before taking action on them.
Considerations for Email Marketing a One-Trick Pony
We run into clients of ours looking to take their email marketing to the next level. They’ve done a solid job of converting some of their leads into customers. But with some of these businesses that offer a single service or product line, some additional things need to be taken into consideration.