So you send out an email campaign, sales go up and everyone is happy.
Out goes another and the same thing happens. But how is this uplift occurring and what is really happening behind the scenes with your database?
This blog takes a look at how email marketing really works and identifies more effective ways of measuring it.
The vast majority of marketers measure revenue by looking at those who have clicked on your email and gone on to make a purchase.
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However, by relying on click to purchase tracking, you are saying the only influence an email has had is if they click your nice big call to actions.