If you use email marketing, then you will want to make sure that your results are constantly improving.
So, you probably measure several key performance indicators, for example:
- Delivery Rate - that's the percentage of emails sent that are actually delivered; although this is no guarantee that your reader received the email or was even aware of it
- Open Rate - that's the percentage of people who received the email who went on to open it; although the fact that an email registered as an open does not mean that the person read it, or has even seen it
- Click-to-Open Rate, sometimes referred to incorrectly as Click-Through Rate - that's the percentage of people who opened the email that clicked on a link
- Forwards - that's an estimate of how many people forwarded the email to others
- Unsubscribe Rate - that's the percentage of people who unsubscribed after receiving the email
- Return on investment - that's the amount of money generated by a campaign divided by the cost; not always easy to calculate, but you should at least try, to check that your campaigns are delivering good value
But there is one Key Performance Indicator that I think is really important, and I don't hear people talking about it very often....Read more ...