WHETHER YOUR GOAL is to run a few simple test campaigns or to implement an advanced closed-loop email relationship marketing program, there are certain steps you’ll need to follow. This chapter takes an in-depth look at the critical processes and procedures for collecting customer data, staffing, building a data mart, and even making a decision about whether or not to outsource any of these functions. We’ll also learn how to design and generate the email that actually goes out to your customers as well as how to produce and analyze reports about customer usage. There’s a lot to cover, so let’s get started.
THREE WORDS THAT SPELL SUCCESS: CRAWL, WALK, RUN
One of the most common mistakes ...
