Hi there,
I'm building out channels in Marketo right now, as well as our utm structure and overall attribution model. I'm wondering if you all use both some kind of email blast (one off) channel in addition to a blog post channel. And if for example I send an email with a CTA that points to a new blog post, which channel would that go under?
Thank ya!
There is no one channel strategy that fits all, based on how you plan to structure your programs, track the progression steps, and measure success for them (e.g., do you want to measure the progression through the email sends and blog post assets and the success for each is same or different?)
@chrisos2 wrote:
And if for example I send an email with a CTA that points to a new blog post, which channel would that go under?
Well, since the engagement for the blog post originated from the email (assuming it was an email sent from the one-off email blast) in the first place, it should technically be attributed to the channel that is used by the program that houses the email. Also, in general, measuring program success based on the click/open engagements isn't a very good idea due to email scanners/bot activities leading to false positives.
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