Measuring Your E-Mail Campaign

What is the best way to measure the success (or not) of your email marketing campaign?

Some companies measure the success by opens and clicks. Others (like me) measure the success solely based on sales volume, revenue and new clients or 1st time customers.

But, is there a grey area in between? The marketing department could measure the success of “prequalified or interested leads from an e-mail campaign. If marketing uses behavior tracking and lead scoring together with their marketing programs they can go beyond the easy trackable stuff. Then they can start to see which leads, demographics, offers, had the best responses and to whom for now instant sales (although most email campaigns have a 24 hour life), but in future sales that need to be nurtured but a trained sales staff. (trained sales people?)

Taking those leads, coupled together with other interactions within the company makes the campaign and measurement must broader based, deeper, longer lasting and more profitable.

Larson note: As we talked about before the more ways you can reach out and touch your customers or prospects the more you can hammer out your (consistent) message. E-mailing is considered cheep, or should I use the word inexpensive, but your ROI can go out, way up off the charts if you let your sales department join in the fun to close those needed sales. Now dare I say sue a little snail mail?


Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
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P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix, call today and find out.

*Source: Lisa Cramer, FirstWave