Over the past 10 years email marketing has been an effective way of
delivering a message directly to a selected audience. Over time however
other seemingly more measurable channels have become available. And
email marketing (in my mind) has fallen by the wayside.
Reports of low conversations and poor open rates have tainted that once effective direct marketing tool.
How do you measure an effective email campaign? There are 3 ways(apart from conversions):
Delivery – how many emails were sent out to the list
Open Rate – how many emails were read (either in the preview pain or open to full screen)
Click through Rate – how many readers then clicked through from the email message to a landing page
These metrics can be skewed however. Open rates are often measured by the amount of times a tracking image is loaded, however most email clients by default don’t load images. Some subscribers also choose to receive text emails, this again makes it difficult to measure as it’s not possible to embedded an image into a raw text email.
A recent study by www.emarketer.com and www.epsilon.com I found to be very interesting, and shows that email marketing is still alive and doing very well. Top level figures report that with the correct creative and a clean targeted list you can achieve very good results from a email marketing campaign.
“Q1 2009 Email Trends and Benchmarks”
Delivery Rate 94.1%
Open Rate 22.1%
Click Through Rate 6.1%
Long live email marketing !
Read up on the rest of the email marketing campaign metrics.