Your creative, message and offer may be great, but if there's a disconnect between the e-mail campaign and the Web site, it might flop. What merchandise sold best? Are there relationships between what customers clicked in the e-mail and what they subsequently purchased?
Built and executed correctly, data-grown campaigns allow you to harvest the intelligence you need to make your next launch as fruitful as possible.
Steve Trollinger is senior vice president of client marketing at J. Schmid & Associates, Shawnee Mission, KS.
He can be reached at (913) 236-8988, or firstname.lastname@example.org.