Some ideas on what to measure
Latest posts | Feed | By Mark Brownlow
Wendy Roth provides an introduction to some of the numbers you might measure to determine how your email marketing efforts are coming along.
She tackles seven metrics in brief, though there are some clever little insights tucked away in there, too.
I would treat the number of unsubscribes a little bit more skeptically than Wendy suggests. A lot of people these days do not bother to unsubscribe, even if they're disinterested in what you're sending and even if you make unsubscribing easy.
They use the "this is spam" button in their email client to ensure future emails go to the delete or spam folder without them seeing it. So the number of unsubscribes (and changes in that number) tend to under-represent people's true "dislike" of your missives.
She tackles seven metrics in brief, though there are some clever little insights tucked away in there, too.
I would treat the number of unsubscribes a little bit more skeptically than Wendy suggests. A lot of people these days do not bother to unsubscribe, even if they're disinterested in what you're sending and even if you make unsubscribing easy.
They use the "this is spam" button in their email client to ensure future emails go to the delete or spam folder without them seeing it. So the number of unsubscribes (and changes in that number) tend to under-represent people's true "dislike" of your missives.
Permalink | July 20, 2006 |
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