Adding up the numbers the right way

Forget email bankruptcy. I declared RSS bankruptcy today when my feed reader indicated over 500+ posts waiting for my attention.

One that did catch my eye though was Kevin Hillstrom's excellent Customers Who Do "X" Spend More post. It's essentially the old warning not to confuse correlation with causality.

Which means just because two things are associated doesn't mean one caused the other.

For an email example, consider this suggestion that one of the reasons people who get your emails spend more than non-subscribers might be because people who spend more with you are more likely to sign up for your emails.

Anyway, the theme continues in two new articles today. Jeanne Jennings explains why you have to look at all the steps in the chain of events that leads from a sent email to a website sale if you want to find the real cause of poor email marketing results (it may not be the email's fault.)

And Spencer Kollas talks about testing, with the useful reminder that all the copywriting and offer tests in the world won't help, if you don't first test whether or not people are getting your emails and seeing them properly displayed.

Permalink | August 28, 2007 | 0 comment(s)
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