[Editor's Note: What happens once your e-mail recipients click through?] Sherry Chiger - Chief Marketer - 12/17/10 As an email marketing professional, you obsess about maintaining and growing a database of responsive subscribers, ensuring that your emails make it through the myriad filters to their inboxes, and creating messages that are compelling enough to entice recipients to open them and respond. But you probably don’t worry too much about what happens once those recipients do click through.
And that, says Michelle Eichner, vice president, product management at Unica, is a mistake. She contends that email marketers need to concern themselves with what she calls post-click optimization. Read the full story.