Are You Sabotaging Email ROI by Ignoring the Subscriber Experience?

As an email strategist, many of my projects include an audit of my clients’ existing email programs. This foundational check helps me understand the current subscriber experience and identify where breakdowns may be occurring. For many of my clients, this base level audit can be surprisingly eye opening. Despite the fact that many of them are singularly focused on the email program and its success, it’s very common for them to be disconnected from the subscriber experience that they are creating.

Don’t get me wrong. I understand how this can happen. As an email marketer, so much goes into keeping the program running. Just getting emails out the door can sap bandwidth and limit deeper thinking about program optimization.

The rest of this article can be viewed on Target Marketing.

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