Give people the right tool and the tool can teach them how to work better and faster. Since implementing a review and analysis of the many campaigns run by our local marketing teams, and making it part of the Executive Operating Team’s report, our marketers are really learning from the system analytics.
The power of the measurement is a great tool for immediate feedback and then more experienced marketers help analyze the softer side of direct marketing – the offer, seeing the trends of a particular format.
There are some that still insist on pictures in the header emails and I’d love to hear from other marketers on their analysis of the header design in the B2B world. I don’t think it matters and that email really should look more like a regular email from another executive rather than a stylized HTML driven email. Give me your thoughts?