We’ve discussed email marketing metrics in this blog and in our email marketing newsletter many times, always with the same message: Make sure you’re using the right metrics, because measuring for the sake of measuring doesn’t do you much good. You have to measure the metrics that matter to your own email marketing program, to learn, adjust and improve.
Loren McDonald recently published a list of some lesser-known yet insightful email marketing metrics that you might want to consider adding to your best practices for email marketing. Take a look at this list and see if anything looks familiar to you. All the more recent to read Loren’s article and get a handle on these new metrics for best practices in email marketing:
Revenue:
• ROEM (Return on Email Volume)
• ARED (Average Revenue Per Email Delivered)
Engagement
• Percent Active
Churn
• List Hurdle Rate
• Churn to Clicks Ratio
Cost Savings
• Contact Deferral Rate
Reach/Brand Lift/Viral Effect
• SRV (Subscriber Referral Value)
• Viral Reach
The more you can measure, the more accurately, and with confidence that they are metrics that matter, the better off your entire email marketing program will be…and your subscribers too!
About the Author: Jared LaRock
