marketingsherpa: Gauge Email’s Impact on Indirect Sales: 5 Metrics to Monitor

marketingsherpa Mar 05, 2009

Email marketing isn’t just a direct sales source. Email promotions and newsletters sent to prospects are also enablers of delayed purchases and sales generated through other channels.

Read how one marketer expanded the list of email metrics his team follows to assess their campaigns’ impact on delayed or indirect sales. That data helps them plan campaigns, design subject-line tests, and segment lists to maximize campaign ROI,

Metric #1. Readership and engagement
Metric #2. Churn rates by source of email address
Metric #3. Delayed conversions generated or supported by email
Metric #4. Short-term cross-channel measurements
Metric #5. Users’ behavioral changes

read on…