How do you present the success of email strategies to the stakeholders?

Email marketing continues to be a staple in marketing programs. It is critical to best understand how to present success to your stakeholders in meaningful ways. To present success, I recommend addressing the following:

• Define what success looks like. What metrics will you report on to best showcase success? Some standard metrics include click-through rates, unsubscribe rates and revenue.
• Establish reporting and dashboards. You can think of reporting as the infrastructure that is needed to report on what is working and what isn’t. Your stakeholders will expect a regular cadence of reporting and progress.
• Identify the appropriate reporting cadence. Be sure to establish the appropriate reporting cadence with your stakeholders. It’s also important to establish what the next steps are as the program evolves (e.g., A/B testing, segmentation and personalization).

It’s important to gain buy-in from your stakeholders early so that your efforts are focused on continuous improvement and not alignment.