Marketing Sherpa’s summary of email metrics for the year 2004 had an interesting statistic. This statistic confirms something we’ve seen across clients and had an anecdotal data on for some time, 75.6 % of marketers are tracking open rates, 68.6 % tracked clicks and only 48% tracked conversions. Being able to track what happens after a customer opens an email message and moves to a web site is the next generation of email marketing statistics, and a marketer’s dream.
SubscriberMail recently announced a partnership with ClickTracks that will provide detailed reporting at the website level after someone has visited a site as a result of an email marketing message. If you haven’t seen ClickTracks before, even if you do not plan to use it to track your email open rates, it is by far the best web analytics tool I have come across. It is designed with the marketer in mind and makes it very easy to view website trends and track conversion of visitors to business.
As email marketing becomes more complex and less shotgun, the need to really understand the metrics and ROI on an email campaign becomes critical. This technology makes doing so a breeze.
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