The Pontiflex Blog

Email marketing is simpler than you think

May 18, 2009 at 12:45 pm Arun Krishnan Leave a comment

While acquiring qualified consumers through high ROI marketing is important, it is also important to interact with these consumers and keep them engaged with your brand.

Email is an excellent way to accomplish this objective.  However, email marketing is a well established field of online marketing complete with a rich literature of dos and don’ts. At the best of times, it can be intimidating for the novice.

That said, email marketing can be easier than most people think. Just tracking four basic email metrics (delivery rate, open rate, click-through rate and conversion rate) can help marketers evaluate campaigns and optimize them in real time. And it will make for a far more productive use of time than trying to tying in something as obscure as a banner click-through (or heaven forbid an impression) to a sale.

Jeff Mills, Director at eROI has an excellent article on getting a grip on your email marketing metrics here.

And if you really want to get sophisticated, you can implement a tracking system to track email conversions and sales to individual publisher placements – which will give you the capability to optimize campaigns based on hard ROI metrics. This also is fairly easy to do and less gut wrenching (or teeth gnashing) than trying to tying in banner campaign metrics to conversions and sales.

Entry filed under: Email, Lead Generation, Online Advertising. Tags: .