The set of metrics that have traditionally been used to recognise the effectiveness of email marketing and cross channel marketing programmes are being complemented by new metrics that more accurately reflect the reality of email marketing.
The importance of testing in email marketing
The key to the success of email marketing is knowing how to manage the information we have at our disposal to achieve our goals. The most valuable information at our disposal is that about the actual behavior of our recipients. We can obtain this information after a mailing has been sent, by analyzing the results obtained in terms of opens, clicks, conversions… but […]
Cohort analysis applied to email marketing
Cohort analysis is used to study the behaviour or outcomes associated with a group of people over time. In marketing, cohort analysis is a technique used to study customer behaviour. Thus, a cohort is a group of customers or users who have a specific [...]
Email Marketing Benchmark: Open, Click, Bounce Rates...
Recently, the American company Silverpop has published an interesting study on Email Marketing metrics. In it we will find a deep and extensive analysis of campaigns sent during 2012 and data such as these:
3 Email Best Practices you should rethink(I): A/B Testing
Today we offer you Dela Quist's thoughts on some frequently used email marketing strategies and we take the opportunity to qualify what we stated in the previous article on deliverability. The CEO of Alchemy Worx, one of the UK's leading email marketing agencies, responds to some of the most common assertions in the industry and [...]
Applications of A/B testing in Email Marketing
A/B testing is the most common form of testing among marketers because of its simplicity and effectiveness in validating hypotheses involving a single variable. A/B testing consists of confronting two or more versions of the same message with the particularity that the same variable will change [...].
How to determine the impact of an email marketing action on the shopper
Email marketing is a trigger for certain consumer behaviors. These behaviors are always linked to a purchase process, either in the initial phase of consideration of a product or service, or in the final decision phase. Email marketing helps build the brand image and ensure that it is […]