Essential Guide to E-mail Marketing - Haymarket

Measuring e-mail results:
Using the wrong end
of the stick?
BY MICHAEL DESROCHERS
If the job of marketing is to generate interest and drive leads, then
e-mail measurement must move that process forward. Measuring
open rates and click-through at the broadcast level is rarely actionable.
It’s like measuring with the opposite end of a yardstick.
E-mail provides a built-in direct response and follow-up mechanism.
Most marketing broadcasts will initiate some interest and
action, but no one expects a reply from your newsletter@address
that reads, “Hey, thanks for your interest in this link. Here is some
more information.”
Why keep valuable data such as who opened the message,
clicked on the links, read the attachments or forwarded the e-mail
to a friend locked up in a broadcast-only e-mail system?
Actionable measurement information is available within plug-ins
and services for everyday business e-mail systems like Outlook. The
ability to pinpoint interest as it happens, and easily follow-up and
extend the interaction, provides the ability to align the marketing
and sales process, literally on an individual customer and lead basis.
Sales, marketing and service staff use e-mail to communicate with
a set of prospects and customers every day. If they knew exactly
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DM News • E-Mail Marketing Guide 2007 E-MAIL CAMPAIGNS 37
E-MAIL MARKETING GUIDE
when these individuals responded to a campaign, they could take
more immediate, personal and relevant follow-up action.
Monitoring clicks and interactions thoughout the interest, evaluation
and purchase cycle provides multiple benefits. Sales people
improve their productivity and
timing by focusing in on the individuals
expressing real interest
through click behavior. Marketers
can exert more control by providing
standardized, branded content
distributed via everyday e-mail,
and gain the ability to measure
the results of their broadcast campaigns
to a whole new level of
conversion, monitoring the
engagement of their audience
Michael Desrochers
with the company’s front-line rep-
Salestream Software
resentatives.
Yet most marketers never put this concept into action, relying
only on broadcast e-mail analytics, Web analytics or sales figures
to measure whether a message, offer or promotion is successful.
Certainly the idea of e-mail and Web analytics integration is a
step in the right direction. The idea of adding CRM integration
into this mix is usually enough to strike fear into the hearts of any
sane business or IT manager.
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