New old ways to measure email campaign success

Email marketing may have its own nuances, but it's still about presenting marketing messages to large numbers of individuals. Not unlike a lot of other forms of marketing.

So we might want to remember what other disciplines can teach us about improving email campaign results. At least that's the message coming out of new articles by Kevin Hillstrom and Ken Magill.

Ken looks at the long-established marketing metric RFM (recency, frequency and monetary value) and how it might apply to your list of email addresses.

In particular, he gets a few experts to explain how an understanding of RFM might help you avoid mailing to exactly the sort of people who are going to label your emails as spam.

Kevin, meanwhile, draws on catalog experience to explain how a drop off in the average return you're getting for each email you send out might be misleading.

Relying on averages means you can miss out on identifying some very enthusiastic and responsive portions of your list.

More on analysis | Tags: email marketing metrics, email campaign analysis, rfm

 feed | email | Follow me on Twitter

The main website for everything email marketing | Introduction
Email advertising basics | Service listings | Sources of statistics
Advice on email design, delivery issues and list building

22 sources of inspiration
Outlook 2007 and HTML design
42 HTML email design resources

follow me on Twitter