How to Measure Email Marketing Success
Speaker(s): Dave Lewis
Email has established itself as a highly effective channel for conducting transactional communications, promoting and selling products, and strengthening overall customer relationships and brand loyalty. According to the Direct Marketing Association, email marketing ROI continues to significantly outpace that of other forms of marketing— ROI for email marketing is $57.25 for every dollar spent, whereas ROI of non-email online marketing is $22.52 for every dollar spent, and much lower for offline marketing (e.g. $7.09 for print catalog). A recent report by Jupiter Research projected spending on email marketing to reach $1.1 billion by 2010, up from $885 million in 2005, and as marketers seek to stretch their marketing dollars during tough economic times the shift toward email is likely to accelerate.
The verdict is in: Email has become one of the most crucial components of any successful marketing program. But paradoxically, many of today’s email marketers are failing to properly measure the effectiveness of their email campaigns medium.
Attendees will learn:
- What are the specific forms of measurement available to monitor the speed, deliverability, and actionability of current email campaigns? (e.g. deliverability rates, click-throughs, conversion rates, and more)
- What do metrics mean and which ones are the most important to my campaign?
- Why should email marketers pay more attention to metrics and what are some other ways that they can look at success metrics?
- Why should industry standards be established for metrics?
- Most importantly, how does email marketing impact the value of the brand?