Looking at the campaign results for our clients using the self-serve version of Zulu eDM it is still clear that marketing teams are NOT checking campaign results.
When I first started campaigning in the 90’s the first thing I would look at was the bounce-backs. Mainly due to primitive software and no analytic’s.
Then came open rates and unsubscribe data in 2004 which had me hitting refresh nearly every 10 seconds.
When we win or lose a client, you would be surprised how often data transfer is not discussed, reflected on and actually transferred.
Why are marketer’s not interested in the data? Data the most important part of the eDM definition and I call on marketer’s to become more accountable to the numbers.