By Jamie Turner, Chief Content Officer, 60 Second Marketer

 

 

 

 

 

Email marketing continues to be one of the most cost-effective tools for marketers. A good email marketing program keeps you connected with your customers and prospects. It also provides a great source of incremental revenue, assuming prospects can purchase your products or services online.

One of the key questions we get asked at the 60 Second Marketer is “What metrics should I measure in my email marketing campaign?”

With that in mind, here are the top 18 things you should measure in your next email marketing campaign. These are pulled from an excellent white paper put out by Lyris|HQ called “Guru’s Guide to Email Marketing Success”:

1. Open rate

2. Click-through rate

3. Click to open rate (number of unique clicks/number of unique opens)

4. Bounce rate

5. Delivery rate (emails sent - bounces)

6. Unsubscribe rate

7. Referral rate

8. Number of or percent spam complaints

9. Net subscribers

10. Subscriber retention

11. Web site actions (number of visits to a specific web page or pages)

12. Percent unique clicks on a specific recurring link(s)

13. Number of orders, transactions, downloads or actions

14. Percent orders, transactions, downloads or actions of emails sent or delivered

15. Total revenue

16. Average order size

17. Conversion rate

18. Average dollars per email sent or delivered

For the full report, be sure to download the “Guru’s Guide to Email Marketing Success.” It’s an excellent white paper with tons of great information.
 

 

Author Bio:

Jamie Turner is the Chief Content Officer of The 60 Second Marketer, an online magazine brought to you by BKV Digital and Direct Response. He lives and works in Atlanta, Georgia and he hopes you sign up for The 60 Second Marketer weekly eNewsletter. It provides new tools, tips and tutorials to marketers of all stripes.

Jamie also consults businesses on ways they can improve the ROI of their marketing programs and is a frequent speaker at universities, trade shows and marketing conferences around the globe. All of these accomplishments would be very surprising to Mrs. Moore, who flunked Jamie out of first grade, much to his dismay. But he forgives her. Really, he does.