Before starting an email program
Email can support announcements, account updates, and repeat purchases. Those are different jobs with different measures of success. Start with one useful message rather than a long automation sequence.
Make it easy to understand why the recipient received the email and how to change their preferences. Test links, mobile layout, and the destination page before sending.
A return-on-investment claim needs actual cost and revenue data. Track the result that matches the purpose of the message instead of repeating a general industry figure.
