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Email Campaign Metrics

What are you deriving from your email and order statistics?

12:01 pm on May 7, 2008 (gmt 0)

Senior Member from US 

WebmasterWorld Senior Member pageoneresults is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month

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For those of you managing email campaigns and doing detailed analysis of the metrics, how are you using those statistics to further refine your email strategies?

For example, you have a subscriber list of 5,000. You send. Depending on the software/program you are using, there are going to be statistics gathered on that specific email campaign. Stuff like;

How many were Sent
How many were Opened
How many Click Throughs
How many Forwards
How many Bounces
How many Opt-Outs
How many Spam Reports

The above are your basics, most programs are going to give you a window into this type of information. Now that you have access to all of that, what exactly do you do with it?

Let's use an example. You're selling a product. You send out email promotions for that product and obtain the above. Now you take those stats and combine them with your website metrics. You determine stuff like;

Who purchased
What did they purchase
When did they purchase
Where did they purchase
Why did they purchase
How did they purchase

Let's use Customer 1000 as an example. They received their email promotion on Thursday, May 1 at 1900 PST. We can see that they opened and clicked through that email on Thursday, May 1 at 2015. Within 2 minutes after clicking through, a purchase was recorded for Customer 1000.

If you were viewing the above metrics, how would you use that to further refine your targeting of Customer 1000?


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