Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
N E X T
Text:  A A

Do You Understand the Email Halo Effect?

by Dela Quist  |  
August 27, 2014
  |  2,616 views

Many companies struggle with measuring the impact of email on their organizations. As a result, email is becoming an undervalued tool in most marketers' arsenals.

One of the most effective ways that marketers can showcase the true benefits of a strategic email marketing campaign is by measuring and presenting the effects of an email, even when there was no open or click. This is called the halo effect.

First, however, it's important to understand the most common attribution models (that figure how sales and conversion are determined) email marketers are using. Typically, the model is a combination of the following three factors:

  1. Types of action—Will you focus on emails sent, opened, or clicked through?
  2. Time frame—Are you measuring actions within days, weeks, or months from the action
  3. Order of touch—What's the order of touch, such as interacting with the first email sent, last touch, or any interaction at all?

Most email marketers will choose the combination that works best for their business, typically in relation to its sales cycle, but the popular approach is to focus on tracking conversions via click.

What Does a Click Tell You?


The truth is a click doesn't necessarily tell a marketer anything.

Not everyone who clicks through from an email will go to the website and make a purchase. A click also doesn't account for the likelihood the receiver might be prompted by the email to purchase something from another channel at a later date.

Evidence from the UK DMA's 2013 Consumer Tracking report showed that 23% of respondents mentioned "visiting the company’s website via another route" as a likely response to an interesting email. A quarter (25%) said a likely response would be "visiting a shop or retail outlet."


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!

WANT TO READ MORE?
SIGN UP TODAY ...
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:

Loading...

Dela Quist is CEO of Alchemy Worx, digital marketing agency dedicatedsolely to email. With offices in Atlanta and London, Alchemy Worx has a diverse client portfolio that includes Getty Images, Hilton, and Sony Playstation.

Twitter: @DelaQuist

LinkedIn: Dela Quist

Rate this  

Overall rating

  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
2 rating(s)

Add a Comment

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!