Conducting email audits improves workflows and removes inefficient processes in times of crisis

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 07, 2020, 3:25 AM UTC

A calm and calculated approach helps in auditing current and upcoming marketing strategies.

This article suggests email and marketing audits brands can perform in critical situations to identify   and eliminate inefficient processes while improving workflows. A marketing automation review strategy should include audits of security, deliverability, effectiveness and content.

While performing successful marketing audits, brands should be mindful about the safety of consumer data, and deliverability of emails while adjusting the sensitivity of their content. Marketers should make sure their promotional strategies are sensitive to the current crisis and their content has a human touch.

Marketers must aim to benchmark future performances and use email analytics to identify the campaigns that made the most impact. The author recommends making a list of stakeholders and process can help marketers enhance their email workflows.

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