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Turning a Negative into a Positive

Published in Adotas on 9/11/18

A lot of successful marketers are optimistic by nature, focusing on the positive.  This positivity shows up in marketing performance analysis and optimization as well.  By the nature of the word ‘optimize’ there is a tendency to think about metrics that we want to increase, enhance, boost, lift, and otherwise raise the level of performance.  We want to focus on ways to increase our click rates, open rates, conversions, and of course return-on-investment.  While this positive mindset is generally very effective in marketing (and life), it can lead to turning a blind eye toward what marketers consider to be negative outcomes from their campaigns. In the email arena, this means metrics like opt-outs, bounces, complaints and spam reports, etc.

Many email marketers do look at these metrics, but often just with the hope that they aren’t increasing.  However, this represents a missed opportunity to use the data provided in these negative marketing signals to optimize future campaigns.

Read the entire article at Adotas.

By Tom Wozniak – Executive Director of Marketing