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”:
- Open rate
- Click-through rate
- Click to open rate (number of unique clicks/number of unique opens)
- Bounce rate
- Delivery rate (emails sent – bounces)
- Unsubscribe rate
- Referral rate
- Number of or percent spam complaints
- Net subscribers
- Subscriber retention
- Web site actions (number of visits to a specific web page or pages)
- Percent unique clicks on a specific recurring link(s)
- Number of orders, transactions, downloads or actions
- Percent orders, transactions, downloads or actions of emails sent or delivered
- Total revenue
- Average order size
- Conversion rate
- 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.
Monday, February 9th, 2009, 9:00 pm
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February 10, 2009 at 2:22 pm
This is a great list of metrics to analyze on an email marketing campaign. Split testing should always be on the agenda to further refine strategy.
February 10, 2009 at 2:44 pm
You’re right! I can’t believe we left that off. Thanks for bringing that to our attention. There really are 19 top things, aren’t there!
All the best,
Jamie
April 23, 2009 at 7:03 pm
Interesting blog post. What would you say was the most important marketing factor?
April 24, 2009 at 10:27 am
Hi, John. The most important thing is your conversion rate (assuming your selling something). Open rate is a dicey figure since many computers report something is opened when it’s actually just delivered to your in-box. For our eNewsletter (where we’re providing content and NOT selling anything), we focus primarily on click-through rate.
So, in order:
1) Focus on conversions (if you’re selling something)
2) Focus on click-through rate (if you’re just providing content)
Good luck!
June 25, 2009 at 1:29 pm
Good info. Where can I get more information?
June 26, 2009 at 11:46 am
Hi, Karen. For more information, download the Guru’s Guide to Email Marketing from Lyris. There’s a link to it in the blog post. It’s an excellent resource. Best, Jamie