Key Email Marketing Metrics – CTRs, Opens, Forwards, Leads, Quotes, Revenue, Market Share – Part of 4Rs of email marketing
While marketers do all this jazz of email marketing, tracking, optimizing, testing the core objective in my perspective should be sales revenue. Whether it is marketing leads to sales closure or its direct marketing online closure.
So certain key metrics to be looked at can be: Clickthru rates, Open rates, Forwards (if it’s a viral), Website visits, Leads generated, Leads getting converted to quotes, and finally how much revenue is generated.
Also some of the CMOs metrics should be the market share attained. How much share holder’s value enhanced?
Clickthru rates shows 2 things:
-Whether you communicated to the right audience or not?
-Also whether your CTAs were well planned and executed?
Leads generated on the microsites or websites show if you were really able to give the experience to the prospects or not. These leads truly showcase how marketing can add value to the organization’s business objectives as well as it adds to the brand awareness.
Leads getting converted into quotes and finally into revenue is the true marketing success. Though there is element of Sales skills involved in it, however, online closure of deals is a pure, honest marketing success!
An annual review of market share expansion should be conducted by the CMO to understand the impact of the marketing and ROI analysis through various media should determine the future expenditure planning and budgeting.