Thursday, August 06, 2009

Analyze E-mail with Web Analytics

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.

1 comment:

Tom B - New Jersey Direct Mail Company said...

You can only improve what you can measure.

Great quote Ernie.

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