The other day I was skimming one of the many marketing newsletters I subscribe to when the headline of a case study caught my eye 62% Response Rate on Company ABC's Email Campaigns!!
I fought down a pang of envy and went on to read the article with great interest I mean, if they could do it, surely we could too. Who wouldn't want a 62% response rate?
About half-way through the article it became clear that my understanding of response rates and theirs were worlds apart. Counting unsubscribes and bounces as part of response rate measurements would never have occurred to me. It did however start me asking some questions about how people do measure Email Campaign success.
I learned two things:
There is no generally accepted definition of Email Campaign success or response rate.
Everyone wants to track Email Campaign success but few people are getting even close to what they want.
Defining success before you run your Email Campaign is absolutely critical. After all, it's hard to know if you've arrived at your destination if you don't know where you're going.