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StrongMail – Email Measurement – Beyond the Open Rate

StrongMail – Email Measurement – Beyond the Open Rate

StrongMail - Email Measurement - Beyond the Open Rate

By: StrongMail

As marketers continue to identify opportunities to leverage email as part of an integrated and multi-channel marketing plan, it is imperative to understand the most effective manner in which to measure success of the channel. And with no standardization in nomenclature or calculation of email measurement metrics, coming to consensus can be more than difficult.

Email Attribution

What is certain is that it is time to go beyond the basics. While opens and clicks provide you some insight into how a specific message is performing, it does not give you any insight into the effect that that message had on the buying decision. So the real question becomes, how to do you attribute revenue and conversion to an email communication?

The answers are easier than you think – though few want to take the approach. Direct marketers have been doing channel attribution for years; formulating means and methods for determining incremental behavior as driven by a marketing effort. Consequently, this requires holding out a Control group. Yes, a control group that you don’t send select communications to. I know…a statement like this is likened to email blasphemy these days, but nonetheless, it is an effective (and easy) way to achieve channel attribution.

Measuring Email Impact

In taking the lead from Media Buyers and Direct Marketers around the globe, here are a few things to consider when determining the impact your email program has had on your marketing efforts.

1. Impressions
Media Buyers have long leveraged the “impression” as a metric in the ad procurement process as well as success measurement. The reason is that tracking the conversion of a television commercial or an ad in a magazine is near impossible to measure. However, it is also a known fact that exposure to an ad or commercial can also formulate a response from the consumer; hence, the importance of an impression. But because of the insane amount of tracking that we can do in the online world, the impression has gone by the wayside in measuring impact.

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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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