Plan Your Measurement Strategy and Select the Right Metrics

Once you get clear about the metrics used to measure email campaign effectiveness, you need to concentrate more on building a smart framework of relevant metrics that can be used to measure your campaign’s outcomes. Follow four basic approaches to have a concrete understanding of employing measurement at right places, along with the relevant metrics for the same.

• Diagnostics: While starting a new email campaign, it is important to comprehend the performance of your last email program and to evaluate your actual success rate. Such a comparison helps you identify the issues hampering your email campaign’s performance. Mainly, these issues are limited to blocking or bulk-folder filtering at ISPs or high list churn. The metrics engaged for this purpose are open rate, click-through rate, bounce rate, spam-complaint rate, delivery rate, engagement rate, unsubscribe rate.
• Worthy Insights:Here, metrics such as open rate, click-through rate, conversion rate, forward/share rate, etc, work wonders to comprehend the behavior of your customers by analyzing segments of your list, demarcated on the basis of demographics, geography, past buying behavior, action on emails, list source, etc. As for instance, if you conduct an analysis by gender and age, you might find out that older women are more interested in your offers and have given the highest click-through rates on average. This will give you a better way of targeting your potential customers and also, personalizing to augment conversions.
• Introducing Standards:This is an imperative step of drawing efficient comparison between your email campaign and that of your rivals in the business. Also, compare your performance with your own past performance campaign to discover how your email metrics stack up, or to look for trends. This is one of the most demanding arenas of any email marketing campaign. Marketers are required spend a lot of their time to bring out crystal clear comparison. Metrics that can help you in this stage are open rate, click rate, forward/share rate, unsubscribe rate, bounce rate, conversion rate, etc.
• Company’s Ambition:Of course, now that you have launched a campaign, you must be expecting a lot from it. So, it is time to make complete use of output metrics including revenue, cost savings/improved margins, share of wallet, customer retention, leads generated, etc to measure how your email program is performing against your complete marketing and company goals. The strategy is totally about your company’s requirements and expectations from the ongoing email program.

Summary: Expand your measurement sphere to comprise diagnostics, worthy insights and step forward toward business ambitions. It is time to work with other each and every aspect of your campaign and measure its impact and influence to discover the appropriate performance level of your email program.