In a recent email metrics survey published by Marketing Sherpa Clickthrough rate (92%) is still the top tracked email metric measured by organisations. Followed closely by Open rate (90%) and Delivery rate (81%). In my opinion, these are all valid and extremely important metrics to measure but they leave out a wealth of information and they do not provide the whole picture.
See below the chart for further information of what email marketers should concentrate on measuring in 2011.
In 2011 email marketers should strive to gain a better understanding of what happens after the click. It is nice to know that someone clicked on a link in your email but the real value is understanding if your email campaigns are driving the results you want and if they are allowing you to meet your goals. In order to do this you have to measure what happens after the click.
For example, you send an email to a segmented list of individuals to offer them a free trial of your product. You see that 80% opened the email and that 50% clicked your call-to-action and proceeded to visit your free trial landing page. That’s all nice data but if you stop there you will have no idea how many people actually requested a free trial as a result of your emailing. Isn’t that the most important question to answer? Is my free trial email actually allowing me to generate more free trial requests?
These metrics where more difficult to track in the past but not anymore. There are many online tools that can help you track this type of information (Alsamarketing Marketing Automation software is one of those tools).
In 2011, give yourself the goal to track your email campaigns past the click. It will ask for a little effort but the rewards are great.