Tactic ROI: Email Measurement

January 1st, 2018

Summary

Email metrics are underutilized as a diagnostic tool to identify opportunities for improvement in both marketing execution and data management. B2B organizations should sharpen their email measurement in two categories: Deliverability and results. Deeper analysis options also exist to help organizations judge email in a broader marketing context.

For years, B2B marketers have relied on a set of standard metrics for measuring email effectiveness, metrics that we believe need to be updated to ensure not only that email is optimized on its own, but is understood as part of a broader marketing mix. In this report, we outline two categories of metrics and analysis options for understanding email effectiveness, as well as some benchmark guidelines.

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