Email marketing's dark matter
Latest posts | Feed | By Mark Brownlow
Kudos to Ken Magill for getting Al Gadbut to explain the dark matter* in email marketing.
This dark matter is the influence exerted by your emails on recipients, but which is not reflected in clicks or immediate online purchases.
That invisible influence results in more responses or purchases elsewhere. Example: the reader gets your email and goes down the local store to buy the actual product.
Gadbut suggests how you might measure the effect (which can be astonishingly large and is often ignored by marketers evaluating their email efforts).
His control group approach is aimed at direct response emails where you're trying to make immediate sales. But the technique is very suited to spotting the real influence of relationship emails (e-newsletters), which is notoriously difficult to measure.
*Dark Matter is a term from astrophysics and refers to matter that cannot be observed directly, but whose existence can be inferred from its effects on other measurable things. See here for an explanation, if (like me) you happen to be bored today.
This dark matter is the influence exerted by your emails on recipients, but which is not reflected in clicks or immediate online purchases.
That invisible influence results in more responses or purchases elsewhere. Example: the reader gets your email and goes down the local store to buy the actual product.
Gadbut suggests how you might measure the effect (which can be astonishingly large and is often ignored by marketers evaluating their email efforts).
His control group approach is aimed at direct response emails where you're trying to make immediate sales. But the technique is very suited to spotting the real influence of relationship emails (e-newsletters), which is notoriously difficult to measure.
*Dark Matter is a term from astrophysics and refers to matter that cannot be observed directly, but whose existence can be inferred from its effects on other measurable things. See here for an explanation, if (like me) you happen to be bored today.
Permalink | August 23, 2006 |
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