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smart insights – 6 advanced KPIs for measuring email engagement


smart insights – 6 advanced KPIs for measuring email engagement


By: smart insights

Going beyond opens and clicks to evaluate and improve subscriber engagement with your email programmes

yawn pictureHow engaging are your emails? It’s likely that you review open and clickthrough rates for individual email campaigns and newsletters, but can you measure and prove how engaging your email marketing is on a long-term basis across multiple emails starting with the first welcome email. Dan Hare showed that it’s challenging – he presented data which shows between 50-90% of subscribers may never open or click in a 6 month period.

In this article I’ll show some more advanced techniques we recommend to assess subscriber engagement which go beyond the basic email metrics of delivery, open and clickthrough rates.


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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
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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