Analysis and metrics, Blog

How to measure new email marketing campaigns successfully

29 June 2016 Comments Off on Cómo medir con éxito las campañas del nuevo email marketing

Measuring the impact of the email marketing campaigns we run is almost as important as running the campaign itself.. However, email marketing is constantly changing and that forces marketers to update and adapt to the new needs that the market demands. And that means adapting the analysis of our campaigns to the new needs of our users.

Metrics are the indicators that help us to measure the actions we carry out in a campaign. They measure the impact that a particular campaign has on users. It is a useful way of collecting data in order to use it to discover which aspects we should improve, maintain and strengthen. In fact, at Digital Response we have spoken on numerous occasions about the importance of analyse email marketing campaigns. Specifically, we have focused on 5 metrics:

  • Click-through rate
  • Rate of openings
  • Conversion Rate
  • Attrition rate
  • Rebound rate

They look familiar, don't they?
gifyeah
These are the basics. And most marketers probably already have them more than mastered. However, if we stick to these metrics alone, we are missing out on a lot of valuable information from our users. The user is becoming more and more important in the world of marketing, so studying and analysing user behaviour has become increasingly important..
We must bear in mind that the set of metrics that have traditionally been used to recognise the effectiveness (or not) of Email Marketing programmes are no longer sufficient. Currently, the evolution of the sector and of users has made it necessary for new metrics to appear that complement those we already had and provide us with more complete, detailed and effective information. It is no longer enough to observe the openings and clicks of our programmes; it has become essential to go further in order to get the most out of this channel.
This new context, based on the Responsive Email,  the Personalisationthe Cross Channel and the Segmentation, has led to the analysis of new elements that were not considered until now, but which have become essential when analysing any email marketing strategy in depth.

METRICS OF THE NEW EMAIL MARKETING

Engagement

Email Clients view

RPE (Return per Email)

Inbox Placement

Churn Rate

Digital Response speaks out in its new ebook, "The 5 must-have metrics of the new email marketing", precisely these metrics. This ebook is presented as a tool to help you to thoroughly analyse the context of the sector and, consequently, to optimise the actions that we carry out in our email marketing campaigns.
 
metricas-email
 
 
 
 
 
To access the ebook "The 5 must-have metrics of the new Email Marketing", click here. click on this link