Email Marketing and Metrics

Email Marketing Metrics and Statistics to Plan Effective Campaigns

• 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.
   
• Use of email marketing 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 and collect metrics data for email marketing campaigns in order to improve overall email marketing success.
   
• Given a list of eight email marketing 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.

To download a PDF version of all this information - click here.

Back to Email Marketing Statistics & Email Metrics index.