Ease of user sign up/opt-in process and what brands do next
Valuable and relevant content, not just more spam added to the pile
A culture of continuous testing
Integration with mobile, other digital channels and offline campaigns
Measurement beyond opens and clicks
How do you stack up against them? Is your email program world-class? Hansa’s scorecard explains the five then provides a tool to identify gaps in your email program and build a roadmap to close them.