In building an email program, you are often flooded by choices – choices about testing. Choices about timing. Choices about tracking and sales lift. But one of the most important – yet overlooked – choices is one of data.
While email marketers often talk about being data-driven, precious little talk is given to what sorts of data are the most valuable. Gathering data is not always easy, so hopefully this guide featured on the Only Influencers blog can help direct which levels of data you should spend your time gathering, presented in order of importance.