How to determine the impact of an email marketing action on the shopper

Email marketing is a trigger for certain consumer behaviours. These behaviours are always linked to a purchase process, either in the initial consideration phase of a product or service, or in the final decision phase.
Email marketing helps build brand image and brand consideration as an alternative once a consumer recognises a need.. Let's keep in mind that the frequency with which we communicate with our users must be sufficient to be their "top of mind and at the same time beware of commercial pressure, too much of which can be counterproductive.

It is not always the case that a promotional email arrives just at the moment when the purchase decision has been made, so we find ourselves in a situation where we have to make a decision to buy. The situation is similar to what we find when we advertise on television: we have no means to impute an off-line sale to a specific advertising action. However, we can establish a direct correlation between opening and clicking on an email and an online sale occurring, for example, within 30 days of the click.
More and more brands, especially retailers, are applying techniques to measure the indirect sales generated by email marketing actions. One of the most useful techniques is the inclusion, in the email, of a unique code to be redeemed in the physical shop. This code is registered at the Point of Sale, so that the email from which it comes and the rest of the information associated with the transaction is associated with it. Another method is the 10-day rule.If John receives an email with an offer for a product and within 10 days he makes a purchase of that product in one of our physical shops, we can attribute the sale to the emailing.
Not only are there promotional emails that aim to convert to direct sales, but the objectives of each email marketing action are determined by the overall strategy in the context of the Customer Lifecycle.
Delivery, open, click-through rate, unsubscribes and MGM (Share Wyth Your Network -SWYN- and Forward to a friend -FTAF-) metrics are indicators of how relevant we are to our users. It is important to have a history of metrics for each of the types of emails, whether they are promotional, part of a welcome programme, transactional, etc.
As we move from a mass approach to a relational approach, we will see the metrics start to improve.