Email Marketing and Metrics

Email Marketing Best Practices, Strategies & Tactics

The amount of money budgeted to email correlates to its performance. In a temperature taking survey amongst marketers, for those who find the ROI increasing, 75% of them feel they should invest money in email marketing, while amongst those organizations where email ROI is diminishing, 48% feel they should continue investing.
- MarketingSherpa. “Email Marketing Benchmark Survey.” 2008. www.marketingsherpa.com.
How marketers use metrics – measurement is viewed as an integral step towards success by email marketers with over 95% of those surveyed saying they did measure campaigns.
Almost 60% measured results 24 to 48 hours after deployment, although only 18% indicated they measured results on an annual basis.
On a scale from one to ten (one=not at all important, ten=very important), marketers gave an average rating of 9.14 when asked how important it is to measure email campaigns in order to improve overall email marketing success.
Given a list of eight metrics, professionals ranked click through rates and deliverability as the most important metrics to measure. Shockingly, metrics tied directly to financial return – such as ROI, conversion and revenue – ranked in the middle of the pack. Total subscribers and forwards ranked lowest, respectively.

- Source: EmailStatCenter.com. “First Annual Email State of Email Metrics.” Aug. 2007. www.emailstatcenter.com.

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