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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

Good measuring won’t save bad design

Consumed => “Email Marketing: Campaign Analysis, Metrics, Best Practices” by Avinash Kaushik on Occam’s Razor.

http://www.kaushik.net/avinash/email-marketing-campaign-analysis-metrics-practices

=> My value add (i.e., left a comment)…

Hi Avinash –

Once again thanks for the inspiration. Admittedly my love for email is not what it used to be. Maybe it’s time for me to see a relationship therapist?

You said: “Most email programs now have preview panes…”

In terms of the design/layout I believe this is an essential consideration. That is, what’s in that pane might be all the reader chooses to see. After the subject line the preview pane is quite often the only other opportunity to get a message across.

Yet, we continue to be plagued by lame subject lines, as well as a sever lack of empathy (i.e., the preview pane space is squandered on something useless) for how email receivers might be consuming that medium.

Yes, the analytics are important. But the quality of the message and the reader’s experience both have a major impact on results. No matter how good a bad effort is measured, it’s still a bad effort.

Thanks for listening. I feel much better now.

  1. Ben Waugh

    I finally decided to write a comment on your blog. I just wanted to say good job. I really enjoy reading your posts.

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