Small Business Today Magazine DEC 2014 NOUN INVESTMENTS | Page 16

EDITORIALFEATURE

Take Back Your Time with an

Email Marketing Dashboard
By Craig Klein, SalesNexus.com CEO

S

ome promise that marketing automation is a “set it and forget it” way of doing business.  Unfortunately, the idea of setting up an email marketing programming and then walking
away from it to spend time with the family is a pipedream.

There is a way to take back your time and spend more of such
a precious resource doing what you want to do.  It’s called “set it
and watch the dashboard metrics” to make adjustments to your
email automation. 

Dashboards Save You Time and Worry

Sure, simple observation and logic will also give you the information you need – eventually.  You can pay attention to when revenue goes up and down.  With reasonable observation and your
experience in the business, you can probably retrace the revenue
fluctuations to events in your marketing or staffing. 
The human element of observation is critical to finding the
right mix of marketing and sales activities.  No sales automation
system can take away the need for experienced management
and talented salespeople.  What it can do is give you specific
numbers tied to specific activities.

Without the dashboard monitoring giving you real time metrics
on what creates revenue, you will spend way too much time trying to figure out what to do next. 
If you aren’t lucky about find- Creating content for an email campaign
ing the magic messages for your
may be considered an “arts and crafts”
email campaigns, you may end
type of exercise.  However, email
up throwing your hands in the air,
marketing affects the bottom line
truly believing that email marketing automation does not work.
when it is brought into the world

With these numbers, you are
able to react quicker and more
accurately to the changes of
the marketplace.  The time and
mental anguish you spend about
where to allocate money and staff
time are more easily determined. 
of mat