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

Posted by Tom Sather 

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.

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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.

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