Email Marketing News
Right email marketing metrics 'can aid campaign quality'
Thursday, 25 September 2008Businesses who measure their email marketing efforts with the right metrics could see the quality of their campaigns improve as a result, an expert has said.
Stephanie Miller of the Email Insider blog advised marketers to measure email marketing responses based on subscriber segments and to then use other metrics to obtain more useful data on campaign effectiveness.
These include tracking the number of recipients who unsubscribe after the first email is sent, those who report the messages as spam within the first 30 days and the number of active subscribers.
By looking at these statistics, marketers can gauge the relevance of the messages they send, as well as how well the business highlights the benefits of signing up to email lists, Ms Miller stated.
The Interactive Advertising Bureau in the US recently recommended that businesses should only be allowed to email those who have given informed consent and called for a global unsubscribe mechanism to apply to all companies involved in email marketing.