Measure the Success of Your Email Campaign

March 2008
by James H. Byrd

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Measure the Success of Your Email Campaign

by James H. Byrd

Most marketers will tell you that if you can’t measure it, you can’t improve it. That philosophy is as important in your email campaigns as it is in any other form of marketing you might try.

Because many factors can influence the effectiveness of your email campaign, it helps to test different approaches. As with any marketing process, you need to establish metrics that tell you how well one approach works when compared to another. When you find something that works, make that your control, and then experiment to find something that works even better. You can always fall back on your control if the results of your experiments are disappointing.

All marketing has a common goal: conversion. You are usually trying to get a prospective customer to sign up for something or buy something. Internet marketing, and email in particular, allow a surprising number of measurement points that let you see how well your customers are responding to your message as they travel the purchasing-decision path.

Here’s a quick look at email marketing metrics.

Deliverability. Your first goal is to get your message to customers. You must get through their spam filters and ch…IBPA Members – Click here to view the full article (login required).

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