Comments on: How are our Customers Measuring Email Campaigns? http://myeducatedguess.blogs.techtarget.com/2008/01/29/how-are-our-customers-measuring-email-campaigns/ Marketing Answers for IT Sat, 07 Nov 2009 21:51:18 +0000 http://wordpress.org/?v=wordpress-mu-1.0 by: Computer Consultants Kit http://myeducatedguess.blogs.techtarget.com/2008/01/29/how-are-our-customers-measuring-email-campaigns/#comment-915 Sat, 02 Feb 2008 02:09:59 +0000 http://myeducatedguess.blogs.techtarget.com/2008/01/29/how-are-our-customers-measuring-email-campaigns/#comment-915 Carolyn, I think part of the reason why there are so many ways to measure "success", or lack thereof, when e-mail marketing is because small businesses are extremely fragmented, both in how they identify themselves... and how they define their overall online marketing objectives. The fact that roughly 1/2 responded "None of the Above" probably matches up pretty well with those percentage of companies who have no idea whatsoever what they're doing with measuring any of their online marketing metrics and ROI, let alone the more specific subset of that for e-mail marketing. But at a more basic level, this assumes that most marketers are direct response-oriented and even care about ROI and results. Or the most basic question, is touch-feely branding-style marketing really a plan or a cop-out for small businesses?!? Joshua Feinberg, author/editorial director Computer Consulting Kit Home Study Course Carolyn,

I think part of the reason why there are so many ways to measure “success”, or lack thereof, when e-mail marketing is because small businesses are extremely fragmented, both in how they identify themselves… and how they define their overall online marketing objectives.

The fact that roughly 1/2 responded “None of the Above” probably matches up pretty well with those percentage of companies who have no idea whatsoever what they’re doing with measuring any of their online marketing metrics and ROI, let alone the more specific subset of that for e-mail marketing.

But at a more basic level, this assumes that most marketers are direct response-oriented and even care about ROI and results.

Or the most basic question, is touch-feely branding-style marketing really a plan or a cop-out for small businesses?!?

Joshua Feinberg, author/editorial director
Computer Consulting Kit Home Study Course

]]> by: Andrew Kordek http://myeducatedguess.blogs.techtarget.com/2008/01/29/how-are-our-customers-measuring-email-campaigns/#comment-908 Thu, 31 Jan 2008 21:33:19 +0000 http://myeducatedguess.blogs.techtarget.com/2008/01/29/how-are-our-customers-measuring-email-campaigns/#comment-908 To me email marketing stats are somewhat easy to measure. Its all about clicks,conversions and then revenue associated or influenced by email. The only way you can really tell if your email was compelling is if people clicked on your call to action. The only way to tell that your call to action was compelling is if they converted to an inquiry/lead. If you have enough sophistication built in, you can then track that lead and see if there was any revenue associated with it. Lastly, I loosely look at forward rates. To me email marketing stats are somewhat easy to measure. Its all about clicks,conversions and then revenue associated or influenced by email. The only way you can really tell if your email was compelling is if people clicked on your call to action. The only way to tell that your call to action was compelling is if they converted to an inquiry/lead. If you have enough sophistication built in, you can then track that lead and see if there was any revenue associated with it. Lastly, I loosely look at forward rates.

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