Limited Time Offer: Save 30% on PRO with code WOOHOO »

Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

Three Powerful Ways to Measure the Impact of Your Email Marketing

by Karen Talavera  |  
May 6, 2013

In today's world, knowing how an individual email campaign performed on a one-time basis is not enough. To learn whether your company is deriving true value from email marketing, you need both broader and deeper perspectives offered by program- and list-level analyses.

Though email campaign process metrics such as delivery, open, and click-through rates have their place, if you don't look beyond them... the true impact of your email marketing—and opportunities for continuous improvement—will go undetected.

It's high time for email marketers to assess email marketing performance in relation to goals, objectives, and contribution expectations that matter.

So, what matters?

Determining what matters most requires a clear understanding of your organization's strategic goals and objectives for email as a marketing channel. In other words, why are you using email marketing, and what do you want it to do for you?

  • Do you want it to accomplish softer marketing goals, such as generating brand impressions, communicating with customers, and influencing purchase decisions?
  • Or do you want it to drive harder revenue-producing goals, such as generating new leads, inquiries, and direct sales?

Whether your purpose for email marketing is "soft," "hard," or a combination thereof, the following three types of email marketing analyses should become standard practice, because they're so powerfully effective in measuring the impact of your investment in this channel.

1. Responder Segmentation Analysis

Are you analyzing who your email responders are by unique attributes such as gender, age, geography, past buying behavior, time on list, source of name, and social media connections? If not, you should be!

Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Karen Talavera heads Synchronicity Marketing and writes about how to successfully use email, social, and content marketing on the Enlightened Emarketing blog. You can also follow Karen on Twitter (@SyncMarketing) and Facebook for daily tips and links to emerging email and social media marketing trends, facts, and research.

Rate this  

Overall rating

  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
1 rating(s)

Add a Comment


  • by David Mon May 6, 2013 via web

    This article was great. I sometimes struggle figuring out what to measure for a client and you gave me some new idea's. Thanks for sharing.

  • by David Kostrzewski Wed May 8, 2013 via web

    Terrific article on e mail segmentation and analysis!

  • by Shasur M Wed May 8, 2013 via web

    Excellent one. A thorough subscriber engagement analysis might throw up lot of interesting insights. There are times when the subscriber is happy to be left alone - No action

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!