Small Problems Big Impacts: Marketing Wrinkles

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)