It's likely not a secret by now that we're big fans of using strong email marketing tracking and analytics as an essential part of measuring email marketing ROI and success. We feel it vital to make sure programs are constantly improving. Last week we went a step further in that direction enhancing our Lyris HQ platform to track email campaigns even faster, now in real time. And like before, we really want to track the bottom line - conversions and revenues.

But why does real-time tracking matter? It’s rather simple, we want to empower marketers - on the hook for delivering effective, revenue-generating campaigns - to be able to initiate an online campaign and understand within minutes how well the campaign is performing. Are visitors or recipients responding well to the site content or email marketing? Or not?

To add to that, to date have the metrics that email marketers focus on always measured the proper aspects of campaigns? Are clicks and open rates the ultimate "bottom line"? What if open rates are strong, often considered indicative of a good campaign, but don’t result in conversions or revenues? That email campaign may very well not be deemed successful.

We’ve sought to address this with real-time conversion and revenue tracking that is tied to the real bottom line: actual revenues or conversions. For example, tracking conversions may consist of monitoring downloaded white papers, a common B2B campaign end-goal.

With real-time insights, rapid, yet informed decisions can be made to update online marketing content that does not seem to be converting into revenues or driving desired actions, even if it might generate initial clicks.

Marketers are ultimately measured on the bottom line results they generate, so we feel it necessary to partner with them - to show them the money, so to speak - allowing them to evaluate their marketing campaigns the same way they are being evaluated themselves.

Let’s keep the discussion going here on the blog, or follow @Lyris on Twitter.

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About the Author

Blaine Mathieu is chief marketing officer for Lyris. Blaine is responsible for Lyris' brand and product strategy, including driving marketing initiatives for the company's Lyris HQ™ integrated-marketing suite and its Lyris ListManager™ email-marketing software.

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