Email Marketing: An Hour a Day

Chapter 4. What Happens Once You Send Your Email

Before you can launch your first campaign, you need to know what to expect once you hit the Send button. This chapter will help you ensure that you have the right reporting and analytics framework set up and that you have the right amount of money in your email marketing budget. We also introduce the five most common disasters for new email marketers and show how you can avoid them—or at least have Plan B in place.

Chapter Contents

• Defining the Analytics Framework

• What to Do If Something Goes Wrong

• Revisiting Your Budget

• The Email Marketing Database and Future Multichannel Efforts

• The Top Five Ways You Can Mess Things Up If You Are Not Really Careful

Defining the Analytics Framework

The previous chapter ...