The word measurement is defined as the assignment of a number or characteristic of an object or event, which can be compared with other objects or events. Simple, right? Now just apply that to your email program and you’re all set. It’s that easy!
Or is it?
With all the data, metrics, reports, calculations, and percentages that you can measure against your email program, you might say to yourself, “This is great… Now where do I start?”
Gathering all the delivery metrics you can get your hands on is the easy part. Figuring out which are the most important can be a bit trickier.
I’ve found that complex ideas can be simplified if I take a step back and figure out a way to organize. One way of organizing measurement data is chronologically, according to the flow of the campaign and the buyer’s journey. The problem is, thinking about data chronologically doesn’t really tell you anything about what’s important—just the order in which things happen.
The point of measuring is to gain insights. Some of those insights are interesting but not all that useful, while others provide critical information about your campaign performance and your customers. So instead of thinking about things chronologically, let’s divide delivery data into three buckets, according to what it actually tells us.
The Awareness bucket provides a look at the high-level health factors of your email program, but may not go deep enough to provide actionable insights. Metrics that fall into this bucket include:
Metrics in the Clarity bucket can help to uncover the “why” behind email performance issues, and often provide a more granular view of the insights uncovered by Awareness metrics. Clarity metrics include:
The Connection bucket includes the truest measure of whether (and how deeply) a subscriber is engaged with your campaign, and helps to evaluate the effectiveness of your content and design. The Connection bucket includes:
* These metrics are only available from Return Path
You can find out more about delivery metrics—and how they can be used to troubleshoot problems in your email program—using Return Path’s Guide to Email Marketing Metrics.
As a Technical Account Manager with Return Path, Travis Sowash helps customers discover the path to email program health and efficiency through complex problem solving and analysis. Travis' mantra to client success is "deliver WOW through customer service every day." While not at work, Travis enjoys mountain and road biking and never misses the chance to get outdoors. Connect with him on LinkedIn: https://www.linkedin.com/pub/travis-sowash/44/915/47a
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