Email is one of the most effective marketing channels, consistently able to drive high levels of traffic and conversion.
However if you’ve been running various campaigns, with different content, subject line variations and goals how do you know whether they’re successful or not? Can you be sure that any uplift is directly attributable to your last ‘brilliant’ email? Do you even know what you should be looking out for?
When planning any campaign, on any marketing channel, it’s vital that specific goals are outlined right from the start. As stated in our own Email Marketing Best Practice Guide marketing efforts can only be improved upon if results are compared with your intended goals.
So any areas where you can clearly see improvement can be highlighted and paraded around your office as a massive win. Areas that have underperformed can then be looked at and improved upon next time.
To help you figure what you should be measuring, here’s a list of key performance indicators (KPIs) for email marketing.