KPIs, LTVs and other sources of email joy
Latest posts | Feed | By Mark Brownlow on December 14, 2007
It's "statistics day" here in Austria, a day when schoolchildren learn that you can support any argument in the world if you play with the numbers long enough. (23% of readers will believe that.)Anyway, once you've understood the meaning and usefulness of such things as open rates and clicks, it's time to improve your reporting and analytical skills even further by examining additional email marketing metrics.
Fortunately, three recent blog posts help us along the road to statistical nirvana.
Marianina Manning lists a range of key performance indicators you might consider following and evaluating if you're a big-time emailer involved in retail, lead generation or branding efforts.
Anna Billstrom wins bonus points for using the term "the anti-click," and for outlining a whole host of ways you can better understand your subscribers by looking at their lack of activity and various other non-obvious data points.
And Stephanie Miller reports on how one company chose to base their email approach on customer lifetime value, rather than traditional email metrics. The clever bit is that this initially meant a short-term dip in success, but a long-term win for the company.
More on email marketing statistics | Tags: email marketing, email marketing metrics
[This post brought to you by Campaigner Email Marketing]
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