BtoB Online – Tracking the right email metrics
By: BtoB Online
Metrics matter, but are you looking at the right ones? That’s the question that Mark Feldman, VP-marketing at NetProspex, a sales and marketing database company, is asking his customers.
The majority of email marketers look to traditional metrics such as open and click-through rates to help shape campaigns and strategies. While this is smart, Feldman said, marketers must also follow conversion rates from leads into sales. “This metric shows you how effectively leads are being processed by the sales team,” he said. “Sales pipeline metrics help you get a picture of your overall ROI, as well as the effectiveness of your targeting.”
Marketers can look at the cost of campaigns and, with the right information, show how every dollar spent translates into “X’ dollars earned. This puts a true value on email marketing and the employees who support email marketing efforts. It can also help marketers get a better idea of whom to target, Feldman said.
“Marketers need a clear understanding of what’s going to be accepted as a lead by the sales team,” he said. “Just because someone is in your database doesn’t mean sales wants to spend their time talking to them.”
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