May 26, 2014

What are the most important metrics when evaluating an email marketing campaign?

When evaluating whether an email marketing campaign has been effective, what are the most important metrics to consider?

Email Marketing: Campaign Analysis, Metrics, Best Practices

"With all the sexiness oozing out of social media it might seem insane to write about email. It’s been relegated to the “OMG that cesspool of spam that no one cares about because everyone is using Google Wave and Facebook!”

Not true. Email remains an immensely credible and profitable channel, with an immense reach to boot. To not have it as an active part of your marketing portfolio is sub-optimal.

The only requirement is that your mental model (and indeed, company culture) should be solidly rooted in permission marketing. Every fiber of your being. Every thought that crosses your mind. Every person in your company. Embrace permission marketing and email will be a surprising and loyal BFF. I dare say even more than Search (and without a shred of doubt, more than Social Media). Because you control everything. The message, the customer data, the ability to reach current and prospective customers, drive new sales as well as repeat sales, experiment with new ideas and offers, and so much more."

Two things are most important in Email Marketing Campaign:

1. You need quality emai marketing database

2. You need quality email marketing service provider that will provide you 90% of mails delivered at Primary mail section.


I suppose that there is an argument for delivered/bounce rate, since it really doesn't matter how large your mailing list is if people aren't getting them. I personally would say the open rate is more important, because even if they are reaching inboxes, those emails aren't going to do you much good if they are going straight to trash unread. You can monitor both by using a service like Constant Contact

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