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!
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.