Writing in DM News, Steve Webster, Chief Strategy Officer, iPost, says "You can only improve what you can measure. Unfortunately, most email marketers measure only what their e-mail service provider (ESP) supports, like email open rates, click rates, bounce rates, and list size. These e-mail-centric metrics are certainly valuable, and can lead to improvement in your email-centric results.
"But e-mail marketing isn't an end in itself. It's almost always used as a driver for response in another channel, particularly the website. E-mail-centric metrics are a leading indicator of overall e-mail program success, but you shouldn't stop there! When e-mail marketers focus attention downstream of e-mail outreach to where customers are actually buying, new and highly actionable insights come to light."
Click HERE to learn how to use Web Analytics for downstream e-mail analysis.
Thursday, August 06, 2009
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1 comment:
You can only improve what you can measure.
Great quote Ernie.
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