Email marketers should invest time in developing new performance strategies, an expert has said.Find out more about B2B email marketingWriting for Media Post, Mike May, head of insights at marketing firm Real Magnet, said that marketers often have many non-email responsibilities that competed for their time.However, he added that such concerns are irrelevant when it comes to achieving a good return on investment. "Your email performance and metrics ... don't care. If email is ten per cent of your job or 110 per cent, you still have to answer the same question every time you take a look at your tracking reports: 'What does this need?'" said Mr May.He suggested that simple changes such as tweaking a subject head or adding some pre-header text were effective options for improving an email marketing campaign. Mr May also advised marketers to spend more time learning about new email strategies by attending conferences.An editorial on NetImperative.com by Return Path, an email and reputation management firm, recently suggested that although there are claims that email marketing has been overtaken by other channels, its overall performance remains strong.
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