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.
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
The previous chapter ...