Measuring Email Marketing Results

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.