Key Performance Indicators and email marketing
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KPIs are the metrics used to reflect business performance. Applied to email marketing they give you an idea of how you're doing and where you need to retune your efforts.
The obvious question to ask, though, is which KPIs are most useful to email marketers? David Baker has some answers on which KPIs to focus on, depending on the objectives of your email marketing program.
What's important to note is that the suggested key metrics involve thinking a little harder about performance. Beyond simple stats like clickthroughs and open rates.
But these top-level metrics (like "cost per lead generated via email") are the end product of a chain of events (e.g. deliver > open > read > click > register). And elements of that chain are evaluated by looking at simpler low-level metrics.
So to properly understand how you're doing and what to work on, you need to look at the vital end results and the metrics that tell you how you got to those end results.
The obvious question to ask, though, is which KPIs are most useful to email marketers? David Baker has some answers on which KPIs to focus on, depending on the objectives of your email marketing program.
What's important to note is that the suggested key metrics involve thinking a little harder about performance. Beyond simple stats like clickthroughs and open rates.
But these top-level metrics (like "cost per lead generated via email") are the end product of a chain of events (e.g. deliver > open > read > click > register). And elements of that chain are evaluated by looking at simpler low-level metrics.
So to properly understand how you're doing and what to work on, you need to look at the vital end results and the metrics that tell you how you got to those end results.
Permalink | November 01, 2006 |
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