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BtoB Online – Tracking the right email metrics

BtoB Online – Tracking the right email metrics

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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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
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