Measuring Email Marketing Campaigns

Chapter 3 of Setting Goals and Measuring Performance in Email Marketing

The rationale for setting objectives and choosing measures can vary dramatically between email campaigns, as there are many potential desired outcomes. This chapter looks at different approaches to email measurement.

By Kath Pay

15 minute read

Email campaigns can perform a wide variety of marketing functions, with different desired outcomes depending on the campaign type. This chapter looks at different approaches to campaign measurement and covers:

Open rate: A popular measure used in email marketing, why should it be treated with caution?
Using models: Spreadsheets can be used to build up a picture of measurement and track the response to a campaign. How can these be set up to demonstrate campaign performance?
Attribution: Email should be considered in the context of an omnichannel marketing strategy – it has a ‘nudge’ relationship with other channels. How can marketers incorporate this thinking into campaign measurement?