News »Browse Articles » Measuring What Matters in Email Marketing, Part 1

In today`s environment of shifting and tight marketing budgets, it`s not enough to merely know how an email campaign is performing on a onetime basis.

Although email process metrics such as delivery, open, and click-through rates have their place, you need to look beyond them to detect the true impact of your email marketing—and opportunities for continual improvement.

It`s high time for email marketers to assess campaign performance in terms of the business and marketing goals, objectives, and contribution expectations that matter. So how do you figure out what matters?

Hint: There is no one-size-fits-all answer.

Determining what matters most to your organization requires a clear understanding of your company`s strategic objectives as well as what`s expected of email marketing. What goals do you want email campaigns to achieve? Drive more site traffic? Generate leads? Result in direct sales? Create awareness? Defining expectations is key to measuring what matters.

Source:
http://www.marketingprofs.com/9/measuring-what-matters-email-marketing-part1-tal

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