Measuring Email Marketing Results
November 18th, 2008 by Click Consult
Measuring the results of an email marketing campaign can provide an insight to improve future results as well as for tracking performance of an existing campaign. There are a number of measurable benchmark figures that can be taken prior to the commencement of a campaign and figures that can be tracked on delivery. As well as considering the effectiveness of any email marketing message, tracking performance can help rationalise a lead database to improve its value.
To measure the impact of email marketing you should first have a good set of data to work with, although many figures can be ascertained using the proper tracking code within the email marketing itself. By adding tracking code to an HTML email and using a good email delivery service or software package you will be able to work out the bounce rates, read rates, and delivery rates. Using further data collected from analytics, data logs, and sales figures you will also be able to calculate the return on investment and other key financial data.
Statistics like the bounce rate and read rate can help to identify areas for improvement within the email marketing message. Delivery rate and read rate may also prove an effective method of rationalising or cleansing your email marketing list while a combination of all figures will identify the return on investment and measure the efficacy of planned email marketing in the future. Most websites already track much of the information that is required through their analytics packages and all businesses should keep ample records related to sales and profit figures.
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For increasing the email marketing results there should be adopted double opted email marketing which the most provoked readers to convert into the customers.
I don’t think that there is definite method to measure the accurate results of email marketing of particular effect, in the success of email marketing there are many matter like bounce rate, read rates and delivery rates.
[...] When you compare email marketing against direct mailing it is far less expensive • It is easy to track return on investment or ROI • Delivery time is instantaneous compared to ‘snail mail’ [...]