To effectively evaluate the performance of Northern Trail Outfitters' welcome and post-purchase journeys, the marketer should:
• A. Define a goal for each journey.
Defining a goal for each journey allows you to measure how well the journey is achieving its intended outcomes. Goals can be set based on specific actions you want subscribers to take, such as making a purchase, signing up for a newsletter, or any other key performance indicator (KPI). This provides a clear metric to evaluate the success of the journeys and make data-driven decisions for optimization.
Answer A : Define a goal for each journey - while options B and C provide valuable data on email engagement, option A (Define a goal for each journey) is the most comprehensive action to take. By defining a clear goal for each journey, the marketer can then use various metrics, including email analytics, to evaluate whether the journey is meeting its objectives.
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