Article: Measuring
One of the great benefits of e-mail, in common with other forms of direct marketing, is its accountability.To evaluate the success of different e-mail campaigns, the following variables may be considered.
- Number of e-mails sent: how many e-mails are sent to list members.
- Clickthrough rate (%): the percentage of recipients that respond to the e-mail by clicking on a
link.
- Conversion rate on Landing page (%): the percentage of the recipients who clickthrough that go on to complete form.
- Conversion rate to action: direct marketing campaigns are always aimed at achieving a response.
Those that complete the landing page have responded, but we often have an additional aim, which is to convert this response into an action or a marketing outcome. Such outcomes include gaining a customer through achieving an initial sale or a repeat sale. To achieve these outcomes there will often need to be a follow-up. For example, a sales representative who has used e-mail marketing to gain a qualified lead will aim to convert the recipient into a customer. This could be achieved through follow-up e-mails combined with phone-calls and meetings.
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