Email Marketing Dimensions
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Had a good discussion today with a colleague speaking about how email campaigns are viewed by the marketer. I believe there are 3 dimensions to any analysis that is executed after an email marketing campaign:
- Delivery - this is really how the system or the email service provider (ESP) performed. Bottom line - how many of your emails made it to the inbox. Many folks don’t worry about this, especially those without a good ESP. However, deliverability can cost your company lost relationships and revenue.
- Behavior - these are the recipients, or subscribers, of your email. Did they open? Click-through or Click-Through Rate (CTR)? Conversions? These are typically measured as “unique” counts. That is, the count is that of the number of subscribers who opened, clicked, or converted… not to be mistaken with the total number of opens, click-throughs, and conversions.
- Performance - this is how your content did. What were the total opens, click-throughs, and conversions? How did your links rank?
As you move forward, you should be comparing your campaign performance across these dimensions across each mailing. It will allow you to quickly zone in on where your issues are!
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