Nobody will disagree with the importance of making money for your business. However, depending on the channel, revenue might not be the primary key performance indicator (KPIs). Knowing what metric to optimize for can make a big difference in the long run, especially with a larger audience.
The mistake I’ve seen happen on more than one occasion this week is the idea that an email should be sent to generate revenue. When discussing email marketing, the primary focus is to get the users back on the site. The reason behind this is because it’s impossible for someone to check out without getting on the site first.
With that said, it might be a good idea to reevaluate your KPIs and make sure you’re optimizing efficiently. Regardless of what email you’re referring to, the primary purpose of an email is to get the user back on the website. The site should ideally be optimized for generating revenue; the email template should be optimized for the click.