Would you like to improve the results of your email marketing? You first need to take stock in what you want to improve, because the improvements may not be as simple as you think.
Often the difference between a successful program and one that delivers weak results is in the ability to define what exactly you want to accomplish. Getting buy-in on what defines the "right results" is the most important thing you can do to achieve your objectives and then continuously improve your execution over time.
THE VALUE OF CLICK-THROUGHS
In the case of email marketing, it is important to collect campaign performance with data that is genuinely useful. In fact, measuring "click-throughs" is probably not a true measure of program success.
Simply measuring click-throughs may not illustrate the return on investment from your campaign. Conversion data, on the other hand, has more value and does a better job of helping you determine campaign ROI. Measuring conversion data (tracking the sale, downloads, registrations, etc.) is a much better way to determine the success of an email program.
This is because conversion data provides a foundation of useful data. With this foundation, you can prioritize the importance of each type of conversion. For example, which has more value, a sale or a registration? Obviously, a sale has more value in this scenario.
But which of the following has more value: one sale or one thousand registrations? The answer depends on what you value most. An effective way to understand what you value is to prioritize each type of event with a relative weight. Once you understand the value of each action you can calculate a score for each email campaign. If 100 registrations is equal in value to one sale, then a campaign that generates 1000 registrations is more valuable that a campaign that generates one sale.
Understand what you value, and what you want to accomplish and it becomes easier to measure and execute.
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