Trends Report

Getting Email Marketing Measurement Right

Four Measures That Matter Most

December 30th, 2009
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
DD
David Daniels
With contributors:
Peter Sargent , Angie Polanco

Summary

While more marketers focus on episodic measures of success that include click-through and open rates, less are honing in on more meaningful metrics that include returns on investment (ROIs), subscriber value, and social activity. Marketers must demand and embrace a set of old and new measures that include subscriber social sharing and revenue contribution in order to fully measure and leverage the long-term value of their email programs.

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