What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
Marketing's forgotten child
E-mail marketing is fast, cheap - and a big mystery. There are very few tools at the marketer's disposal to gauge a campaign's success. Blogger Ron Shevlin, a senior analyst at Aite Group, contends it doesn't have to be that way, and suggests one possible e-marketing feedback mechanism.
E-mail marketing has long been neglected in the larger marketing world. That's understandable - e-mail marketing campaigns are easy to design and cheap to implement. Still, any tool worth using is worth using to its best advantage.
Part of the problem is that e-mail marketers receive little to no feedback about their campaigns. Their messages are usually deleted from recipients' in-boxes with little comment or discernable reaction.
Instead of just bemoaning this lack of feedback, Ron Shevlin, a senior analyst at Aite Group, suggests one way to overcome the problem: Credit Karma.
