Metrics: prove your worth, improve your results
Email marketers love metrics. It can be thrilling to send out an email campaign and watching the numbers come in: How many delivered? How many opens? How many click-throughs? How many sales? But even though you're dealing with numbers, and you'd like to think that numbers are easy to measure, email marketing metrics aren't always straightforward. You need to measure the right data the right way, based on your organization and goals.
Why measure accurately?
To get the most benefit from your numbers, measure the right data and measure accurately, or you could suffer lost revenue by missing out on trends. You may not know which messages are working and thereby lower your ROI, or your sales team might not know what to focus on. On the other hand, there are advantages to knowing your numbers so you can:
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Justify your budget |
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Justify your strategy |
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Prove email marketing is an integral part of your organization's marketing plan |
Most importantly, you'll know what works and what to improve, so you can do an even better job on these three items. Remember, if you can't measure it, you can't improve it.
What to measure
Perhaps you already measure the usual email marketing metrics. However, there's more to measure to gain real insight into your email marketing program. Oftentimes we forget that email marketing is more than just opens, clicks, and conversions. Email can trigger other significant actions, such as forwards, signing up, a visit to a store, attending an event, or becoming more aware of a brand.
Knowing that these actions are possible reactions to your email makes measuring even more of a challenge! Savvy email marketers should also measure against internal benchmarks for organizational goals such as brand awareness or penetration of a target market.
The challenges of measuring
Measuring the right data accurately is complicated for a number of reasons, including conflicting metrics and not knowing what to measure. That's why you need to first delve into what's important to your organization, then determine the data you need to measure and act upon to achieve your desired email marketing results.
There's more to metrics than we can cover in this brief article, including what to do with that data once you have it, and new tools for compiling and learning from that data in real-time. If you'd like to learn more, Contact Us
But always measure. It's the best way to improve…and prove your worth!
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Reaching the Inbox - Reputation / Deliverability
Email Marketing is more popular than ever because of its cost-efficiency, immediacy of results and high ROI - and your reputation plays into the deliverability of your email marketing messages like never before. Avoiding the spam filters is essential to the success of email marketing. But do you know how?
Find out what you can do to optimize the deliverability of your permission-based email marketing campaigns in this one-hour webinar.
Online Event - July 14th
Find out more about this free webcast
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