James O’Sullivan’s Blog

The email funnel is a great way to represent your EDM campaign and how you can make improvements. If your overall goal is to increase email sales then you need to optimise each step of the way to close that sale. What ever ESP (Email Service Provider) you use make sure they deliver all the neccessary key success metrics. I’ve put together an email funnel which I use to help visualise the success criteria for an EDM campaign and what needs to be changed to improve results.Bottom line, never make a change without measuring it.