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There has been a lot of discussion surrounding email marketing metrics. The lack of standards remains a major issue as it is responsible for confusion and skewed results. It is important for companies to realize that campaign performance doesn't have to be measured solely on the percentage of subscribers who opened or read a message. There are other ways to determine the success of a campaign, and many of these items provide additional subscriber data that may be used to target and segment the list.
Listrak, a leading provider of email marketing solutions, has put together the following guide to email marketing metrics, including:
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Clickstream data |
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Geo-tracking reports |
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Visual overlays |
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Heatmaps |
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Graphing tools |
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