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Marketing is Measuring: Part I – Email Marketing Case Study

Email marketing can be a powerful tool to cultivate relationships with prospects.


Keys to success with it:

  1. Quality educational content
  2. Right messaging to connect with prospects
  3. Feedback loop to measure, learn and refine over time.


Marketing is Measuring - Email Marketing

Marketing is Measuring – Email Marketing and Business Development Opportunities


The Image above shows email marketing performance for one of the 3SG customers in the year of 2018.

3SG provided an integrated ability to measure and analyze performance at several levels.

  1. Measure and understand email marketing performance statistics.
  2. Measure and analyze web analytics to understand engagement. 3SG was able to identify website visits from every email campaign using unique tagging, and then measure conversions of three goals:
    • Number of people that visited more than one page
    • Number of people that stayed on the website at least for a minute
    • Number of online support tickets requested from potential clients
  3. Measure and track lead cultivation in the sales funnel using Nutshell (CRM) and Tableau (BI software)

3SG developed the required web content, email marketing campaign designs, segmented reports in website analytics, sales process set up using Nutshell, and visual dashboards to streamline the sales funnel execution.


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About Deven

Deven is an engineer, marketer, customer experience enabler, consultant, coach, and problem solver. Deven empowers customers with digital transformation. Deven guides clients to develop and execute the business strategy, integrating his knowledge of technology, digital marketing, market research, competitive analysis, and data analytics. Deven explores and uses ideas from mindfulness, empathy, and emotional intelligence while developing content. He is a partner in execution with clients collaborating and coordinating with them actively. Deven combines an analytical approach to structure his thinking with innovative ways to develop and present ideas.
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