The Path to Holiday Email Optimization Part III: Measuring your Impact

Posted by Tom Sather on

The holidays are coming up and you are feeling pretty confident about your campaigns. You have looked over your program, making sure everything was running smoothly, and you are tracking your metrics to know how your campaigns are performing. The final step before your program is ready for the holidays is to understand the impact of each element and how to track and report on it.

Metrics to watch
Going beyond a single message, these metrics provide valuable insight into your relationships with your subscribers.

Click-to-open: Your click-to-open rate measures the effectiveness of your content and CTAs. It is calculated as the number of clicks out of total email opens. Take this rate into account when creating and designing new emails. Looking at past performance of different formats and CTAs will help you create new emails that engage your subscribers.

The rest of this article can be read on Direct Marketing IQ.


Popular this Month

 Video in Email: Is It Right For Your Business? (Part 1)

Video in Email: Is It Right For Your Business? (Part 1)

Video in email is nothing new. Marketers have been using some form of video...

Read More

 [New Research] Are These Hidden Metrics Harming Your Deliverability?

[New Research] Are These Hidden Metrics Harming Your Deliverability?

Reaching the inbox is not as simple as hitting send. Once a message is...

Read More

 What Job Is Your Subscriber Hiring Your Email To Do?

What Job Is Your Subscriber Hiring Your Email To Do?

Over the last 16 years, I’ve worked as a product manager, run product...

Read More

Author Image

About Tom Sather

Email data and deliverability expert Tom Sather has worked with top-tier brands to diagnose and solve inbox placement and sender reputation issues as a strategic consultant with Return Path. As the company’s senior director of research, Tom is a frequent speaker and writer on email marketing trends and technology. His most recent analysis of new inbox applications’ effects on consumer behavior was widely cited across leading business media outlets including the Financial Times, Ad Age, and Media Post.

Author Archive

Stay up to date

Enter your name and email address below to subscribe to our mailing list.

Your browser is out of date.
For a better Return Path experience, click a link below to get the latest version.