|
 |
Measure the success of your email campaign
|
The easiest way to measure your email campaign’s effectiveness is by looking at the email open rate.
This rate is an indication of how many people “view” or “open” the email. Although there are various views on the pertinence of such a statistic, it is yet one of the most widely used by industry marketers.
The email open rate is calculated as a percentage of the total of emails sent, excluding all the bounced emails, meaning those with invalid addresses.
To track the email open rate, an HTML image used for tracking purposes is inserted in the code. When the HTML image is downloaded, the email is considered as being opened by the host server.
This obviously does not include the views made in text only mode, nor does it identify the quality of the view.
Logically speaking, when the number of e-mails viewed increases the desired result should also increase. Moreover, prior to a recipient reading or clicking a link in the email, he/she must first open the email. However the email open rate is not the only way of calculating the success of a campaign, but also measuring its direct impact on your activities.
In order to calculate the impact of your campaign, you must first start by identifying the objective of your campaign as well as the result wanted. You will then identify the action required such as clicking a link to subscribe, to read more, to email back, etc.
By viewing the statistics of your “clicks”, you will also get an idea of the impact of your email. Certain email tools will generate a report with the information on the most clicked links, as well as on the top 20 recipients with the largest number of clicks.
If the email message is sent to promote a special package or a price reduction, the simple fact of concluding sales is also a form of measurement. However, without proper tracking of your marketing activities, this information will be hard to extract.
Measuring the results of your effort does not qualify this step as the last to your campaign process. The measure is simply a way to identify which areas to improve in order to provide for increasing effectiveness when multiplying your email marketing efforts.
Share this page:
These icons link to social bookmarking sites where readers can share and discover new web pages.
Back
|
|
|
| 
