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Email Marketing: What to Measure

Email Marketing: What to Measure Wendy Roth
Introduction


If you have a website, chances are you have a form asking visitors to subscribe to your email list. Those subscribers are interested in your company and want to know more about what you have to offer.


It’s easy to take this key group of customers for granted, especially if you aren’t looking for signs that they’re tuning out your messages.


You can gauge your campaign’s success by looking at these seven key email marketing metrics:



  • Delivery

  • Opens

  • Clickthroughs

  • Funnel navigation

  • Conversions

  • Unsubscribes

  • Spam complaints

By tracking these metrics over time for your email campaigns, you’ll establish success benchmarks for your email list that will not only show you how effective your campaigns have been, but will suggest changes to optimize future email campaigns.


Next:





Author Notes:
Wendy Roth is the strategic account manager for Lyris Technologies. Read full bio.

Wendy Roth is senior manager of training services for Lyris, Inc., a pioneer in email marketing and other online marketing solutions since 1994. She works closely with marketing and advertising professionals to help them understand how Lyris'...

View full biography

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