WHAT MERICS SHOULD YOU ANALYZE?
What metrics should you analyze? The basics such as open, click-through, bounce rates cross all types of email programs. But beyond the standard metrics, ecommerce, publishers and corporate newsletter publishers should look at measures more relevant to their goals and objectives.
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Conducting Your Email Marketing Year-End Review
Depending on your objectives, sample metrics include:
_ Open rate
_ Click-through rate
_ Click to open rate (# of unique clicks/# of unique opens)
_ Bounce rate
_ Delivery rate (emails sent - bounces)
_ Unsubscribe rate
_ Referral rate ("send-to-a-friend)
_ Number of or percent spam complaints
_ Net subscribers (# subscribers + new subscribers) - (bounces + unsubscribes)
_ Subscriber retention (# subscribers - bounces - unsubscribes/# subscribers)
_ Web site actions (number of visits to a specific Web page or pages)
_ Percent unique clicks on a specific recurring link(s)
_ Number of orders, transactions, downloads or actions
_ Percent orders, transactions, downloads or actions of emails sent or delivered
_ Total revenue
_ Average order size
_ Conversion rate (number of actions/unique click throughs)
_ Average dollars per email sent or delivered