Marketing Wrinkles are small items that may be worth cleaning up in your overall marketing program – they are items that may inflate key metrics, or cumulatively give you the wrong impression of behaviour and where your marketing baselines exist. Here’s a few:
- False positives: Auto opens and bot clicks
- Meaningless positives: Constant opens without any clicks
- Customer churn: List growth without
- List bloat: Role based email suppression
- Fake subscribers: Lack of validation in forms
- Ecommerce fat: Zero dollar only purchasers
- Subscriber forgetfulness: Time between subscribe + first email
- Hidden segments: Subscribers who don’t make any of your filters (if you’re personalising)