Melissa Sargeant is CMO at Litmus, where she runs worldwide marketing initiatives including corporate and product branding, demand generation, product marketing, public relations and event management.
The most critical phase in a marketing team’s mix and overall multichannel strategy happens after you press send on an email campaign: the post-send and performance pillars of email marketing.
During this phase, marketers should gather metrics and data to guide insights impacting future emails and entire marketing campaigns. Email metrics can influence ad messaging and social posts and guide the design, content and product marketing teams. When used strategically, …