Final Thoughts

Open and click rates only measure the operational aspects of an email campaign, not its impact on customers or the business results it drives.

To maximise your email marketing performance, generate more leads and sales, and increase your profitability, you need to optimise each of the 5 steps that contribute to a successful email campaign:

1. email delivery,
2. open rates,
3. click-through rates,
4. conversion rate, and
5. return on investment.

You should already be measuring unique response rates and conversion rates for each campaign.

And you should be focussing on your bottom line, not individual metrics....

Just because one campaign gets a higher click-through rate compared to another, it does NOT mean that it is the one that is most successful. The other campaign may have got half the CTR, but generated double the number of sales leads. You need to track leads & sales to determine which type of emails work best to achieve your goals.

But you can't manage what you don't measure...

One of the huge strengths of email marketing is the fact that you can track almost anything and see immediate results. Without tracking your email performance, you're missing out on a key benefit of email marketing.

If you don't track it, you can't measure it. And if you can't measure it, how will you know how to improve it?

I wish you every success.

Note: The best indicator of future behaviour is past behaviour. When you want to expand beyond general results for campaigns, focus on tracking individual user responses. By building individual user profiles, you will be able you to segment your list and tailor campaigns to match historical response behaviour.

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