In the short term, email metrics such as conversion rates and revenue demonstrate the direct value of sending a campaign. While one email's goal might be to generate webinar registrations (lead generation) and another might be to create sales (conversions), these are usually the primary metrics for determining the success of an email. an email campaign. For example: Length of commitment Clicks and click-through rate Post-click behavior (e.g. add to cart) Conversions and conversion rates Email revenue and profit Lead generation What about the open rate? While it's still useful in some cases, like measuring interactive emails, awareness, or readership, you'll want to start looking at email engagement from a new perspective. Apple's mail privacy protection will make the open rate harder and harder to use. See more of the email image Dig deeper than the data your messaging platform gives you and better understand your audience and the performance of your messaging campaigns.
Go beyond opens and clicks → Messaging Channel Success Metrics In the long run, metrics like revenue from messaging programs show the overall success of your messaging channel. For a more subscriber-centric view of revenue, look at revenue per Image Masking Service subscriber and subscriber lifetime value. Here are some other examples: Mail program revenue and profit Income by email by email Email revenue per subscriber Subscriber Lifetime Value RFM subscriber (recency, frequency, monetary) Return on investment (ROI) of email marketing Main pipeline value, etc.
2. Indirect business impact Followers don't always follow the highly measurable golden path you want them to follow. Sometimes they see an email, don't open it, but then come to your store or call your call center and convert because of it. Other times they open an email, then open their browser and directly type in your URL and convert. Because of these and other common behaviors, marketers can significantly underestimate the effectiveness of email marketing if they don't make the link. Email Campaign Omnichannel Influence Metrics In the short term, looking at your brand activity within 48 hours of sending an email can give you a good idea of the omnichannel influence of a particular email campaign. For example: