EMAIL MARKETING FACTORS
_ Priority Metrics - What are the most important metrics for your email marketing program? If you are a
retailer it is probably things like conversion rate, number of orders/emails sent, average order size, etc.
newsletter publishers it might be net subscriber growth, referrals and open rates. For companies sending corporate newsletters it could be click-through percentages on specific/recurring topics/links and subsequent versions to information or demo requests. The key, however, is that you determine the critical measures of success, and not simply focus on open and click-through rates.
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_ Consistency - Were your key metrics consistently within a certain percent range, for example, 42 to 45 per
cent open rates? If your open rates varied significantly then you might have had some delivery issues or variations in your from line and subject lines may have confused recipients? Wide variances in click-through rates
would likely suggest that the relevance of your article topics, products, offers or content varied significantly.
_ Highs and Lows - Find your message highs and lows for each key metric and compare to your overall aver
age. If the low or high varies dramatically, then there is likely a lesson - positive or negative - to be uncovered.
An off-the-charts conversion rate, for example, would suggest that a promotional email fired on all pistons - timing, subject line, design, offer/price, product relevance, Web site content, etc.
_ Message Metrics Variances - What if you have a combination of great and horrible metrics resulting from a
single message. For example, you might have a low open rate, but very high click-to-open rate. This can happen when you have a weak subject line, a delivery problem or change your from address, for example, but the message content has very high relevance (offer, content, etc.). If you find this happening, focus in fixing the cause of the problem and continuing and optimizing the positive trait.