Through the years I've been asked hundreds of questions on email marketing. A lot of them have been really great, strategic and often hard-to-answer questions.
And then there are those other questions.
You know what I'm talking about, maybe you've even asked some of them yourself, like these:
- What is the average email open or click-through rate?
- What is the best time to send emails?
- What is the best or optimum email frequency?
Ugh. Simply put, there are no truly meaningful answers for these questions, but more importantly they simply are the wrong questions to ask. Instead, better questions to ask (respectively from above) might be:
- What are our revenue or other business goals and therefore what email process metrics are required to achieve these goals?
- How do we create email programs that add value to the customer relationship and maximize conversions and revenue?
- How do we send more relevant emails, more often but with the same or fewer resources?
Often times it is your boss that is asking these questionable questions, e.g., "What is the average this and that rate?" because they want to know how your email program stacks up against others. But whether it is you or your boss, before expending any energy trying to find the answer to a marketing question, make sure you are in fact posing the right question? A question that actually leads you to taking a better course of action.
Have any horror stories of chasing after answers to non-strategic questions your boss or someone else has asked? Please share below.