THE KEY TO SUCCESSFUL email marketing is measurement. Unlike print ads or direct mail, email offers stores and shops a marketing tool that is not only effective, but also measurable.
For instance, when you snail-mail a brochure to your market, you have no idea whether they chucked it in the trash without reading it, or if they opened it and read the message. But with an email, you can ensure it reaches your intended targets, and find out whether they open your email or not. This lets you identify successful messages and campaigns as well as promotions that could have done better, and get some clues as to why those messages were successful or non-starters.
Any good email marketing service provider will provide you with a variety of statistics on your email marketing effectiveness. Let’s take a look at some of the key metrics you should be following: