Question

Topic: Research/Metrics

Evaluating The Return On E-newsletters

Posted by Anonymous on 6/15/2005 at 6:11 PM ET 200 Points
What are some ways to evaluate the return on e-newsletters? I know that ROI is used, however, are other advertising methods (i.e. reach, frequency, cost per thousand, etc.), readily associated with this medium?
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RESPONSES

  • Posted by Chris Blackman on 6/15/2005 at 6:21 PM Accepted
    Reach, Frequency, cpm etc are merely cost metrics or comparison benchmarks and say nothing about return.

    ROI is a tool to measure return. However, using it with a newsletter becomes difficult.

    If you measure Click-through by reader and article you will start to develop some measures for which parts of a newsletter are being read. (If you can't track click-through with your current newsletter delivery technology go have a look at www.constantcontact.com).

    If you track clickthrough by user and article you can comp[are that to sales. Which will help you determine what article was read by buyers, and whether they bought what they read about.

    are you running an online sales function, e-Commerce, or an online store? If so you could track sales through all the way from the newsletter.

    If your sales world exists mainly off-line you will have to develop other tracking tools.

    Hope this helps.
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