Tuesday, November 27, 2012
Email Marketing Basics
Hello! I am Clifton, a newbie at Moonlight Marketing working as a digital analyst. This is my first time to write a blog post and I have decided to focus on “Email Marketing Basics”. The reason I choose this topic is that I was responsible for email direct marketing (EDM) in my previous company and I am interested to learn more about it. I am especially interested in the metrics and what insights they can provide.
Before you send the email and the templates, we should be very clear of goal(s). The metrics will typically vary according to your industry, business size and overall maturity of your marketing activities. A few common examples of goals are: customer acquisition, lead generation or sales. Though I am not yet an expert, I am going to introduce some basic EDM metrics for you to effectively evaluate your email campaign.
First of all, I would like to introduce the basic delivery rate, which is the messages sent minus bounces, divided by messages sent. Or, in case you prefer to see things in formula:
BASIC DELIVERY RATE
= (MESSAGES SENT - BOUNCES) / MESSAGES SENT
This metric gives you the basic idea of how your emails have delivered.
This is probably also a good time to introduce the concept of “bounce”. No, I’m not talking about basketballs, I’m referring to when an email fails to make it to the intended recipient for any reason. This is an important metric BECAUSE it is your first milestone to have your emails delivered to your targeted customers. If you don’t even successfully deliver your message to your direct customers in the first hand, talking of open rate and clickthrough rate are in vain. Agree?
….To be Continued