Analysing Email Metrics
How do you analyse and evaluate email marketing statistics and reports?
Latest from the blog
Integrating email and web analytics on a budget
Explains the value of measuring beyond the click and points to resources and articles that can help even small senders integrate email and website analytics.
Popular articles:
Misinterpreting email marketing statistics
Discusses six less well-known ways in which your reports might be leading you to draw the wrong conclusions about your email's performance.
Resources:
Multichannel forensics
Reveals the importance of evaluating stats over a long timeframe so you properly value each email address and don't make rash decisions on their worth.
Using Google Analytics with email marketing (Article | Another article)
Both articles demonstrate how to code your email links so that Google Analytics can track what happens to people who visit your website via your email.
Digging deeper
Shows how an apparently weak set of campaign results actually shows how much value email brings to a multichannel business.
Email delivery reporting
Explains some of the metrics used in reports and how you should use them.
Email Measurement Accuracy Coalition
This group seeks to define standard ways of calculating benchmarks for use in email marketing.
Projections
Makes the case for projecting email results in advance, outlining various
excuses people use to avoid doing so.
How can you measure what you cannot measure
Reminds us of those marketing benefits of email that we tend to forget as they're not easily measurable.
Email quality assurance
A few pointers on what you should be checking and why.
Your email drives more responses than you think
Suggests how you might measure the influence exerted by your emails on recipients, but which is not reflected in clicks or immediate online purchases.
Anatomy of an E-mail Report
Describes all the things that go in the report you could (should) write every time you send out an email marketing campaign.
The Blame Game
A simple list of potential problems you can identify through an analysis of metrics, each accompanied by one or more possible issues which might explain the trouble.