18 Key Metrics for Your Email Marketing Campaign

By BKV in Direct Marketing on February 11th, 2010

As you may know, BKV has extensive experience with email marketing, having managed large email campaigns that required more than an email per week, for some of the larger corporations in Atlanta. Email marketing is one of the most cost-effective tools for marketers. A good email marketing program keeps you connected with your customers and prospects. It also provides a great source of incremental revenue, assuming prospects can purchase your products or services online. One of the key questions people ask about email is, "What metrics should I measure in my email marketing campaign?" With that in mind, here are the top 18 things you should measure in your next email marketing campaign. These are pulled from an excellent white paper put out by Lyris|HQ called "Guru's Guide to Email Marketing Success".   1. Open rate 2. Click-through rate 3. Click to open rate (number of unique clicks/number of unique opens) Email At Sign 4. Bounce rate 5. Delivery rate (emails sent - bounces) 6. Unsubscribe rate 7. Referral rate 8. Number of or percent spam complaints 9. Net subscribers 10. Subscriber retention 11. Web site actions (number of visits to a specific web page or pages) 12. Percent unique clicks on a specific recurring link(s) 13. Number of orders, transactions, downloads or actions 14. Percent orders, transactions, downloads or actions of emails sent or delivered 15. Total revenue 16. Average order size 17. Conversion rate 18. Average dollars per email sent or delivered For the full report, be sure to download the "Guru's Guide to Email Marketing Success." It's an excellent white paper with tons of great information. Bio: Jamie Turner is the Chief Content Officer at the 60 Second Marketer, the online magazine for BKV Digital and Direct Response. His book, "How to Make Money with Social Media" will be released by the Financial Times Press in October, 2010.