Measuring email campaign is a continuous process. To know what works the best and delivers the highest ROI, you must TEST, TEST, and TEST again. Using your email management system’s reporting features will give you information including:
- Hard and Soft Bounces
- Open Rate
- Click-Through Rate
- What links within an email a consumer clicked on
In order to completely understand the success of your email campaigns, we suggest linking your emails to your website analytics (Google Analytics works great – and some e-mail management tools include website analytics features) and a CRM tool. If all pieces are running congruently, the data that will be collected will be much more robust and better to base an analysis and recommendations for improvements on.
Your analytics tool with show the email as a referrer and then you will be able to track what other pages within your site they visited and what call-to-actions (if any) were taken. Linking the CRM tool to these pieces will keep all information about each prospect complete and up-to-date. When you go into your CRM tool, it would list exactly which emails each person has received, what actions they took (if any) and even whether or not they opened the email. So anytime someone from your company goes into the CRM to look up a lead, you will know exactly what communications your company has had with them and be better prepared to communicate with that prospect in person.
Just remember, it is all about your specific needs, demographics and testing to meet your company goals and initiatives