After your launch, you'll need start working getting learnings and figuring out how to take it to the next level.

Get learnings

Now that you’ve sent the email, it’s time to determine if it worked!

• How did email perform on a tactical level?
• What was the impact of the campaign on a strategic level?
• For tactical and strategic metrics that it did well on, why do you think it worked?
• For tactical and strategic metrics that it didn’t well on, why do you think it didn’t work?
• How did customers respond to the email? What were some of the email responses? Did anyone mention it in other channels?
• When you ask select customers in your next meeting what they thought of it, what did they say? Did anyone mention it in other channels? What did they think of the content in the email? Did it start any conversations internally?

REMEMBER: Even if the email isn’t wildly successful, you can take the learnings to make the next campaign much better!

Crawl vs. walk vs. run

Now that you know what works & what doesn’t, the next step is determining what to do next. The big question to answer is how often do you want to send a campaign like this that showcases your product’s ROI and recommendations for getting more out of it?

Crawl 
- Send annually

Requirements: Minimal since you can afford to do a lot manually

Pros: Can just rinse & repeat

Cons: Infrequent learnings, minimal wow moments

Walk 
- Send quarterly

Requirements: Might need to consider automation otherwise this could become a considerable resource drain

Pros: Frequent learnings, frequent wow moments

Cons: Depending on resources required, may not be able to send to all customers, passive check ins

Run 
- Send monthly

Requirements: Definitely need whole process to be automated

Pros: More opportunities for active intervention, frequent learnings, frequent wow moments

Cons: If automated, can send to all customers

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Get the playbook on creating an end of year email, with step-by-step breakdown.