Marketers have relied on open and clickthrough rates as the major measures of the success of a program or campaign for the last decade-plus.
These metrics are good, but don’t always tell the entire story.
At my company, we began monitoring email marketing engagement as we gathered more and more panel data (aggregated behavioral data on how actual mailbox users interact with messages) during the past year. The metrics we developed while analyzing that data provide deeper insight into program performance, even relative to other marketers’ campaigns. The following are three measures we’ve found to be especially valuable:...
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Return Path's Inbox Monitor Gives Marketers Vital Email Intelligence to Maximize Inbox Placement and Email Campaign ROI
September 21, 2012
From eM+C Daily
ReturnPath, an email marketing solutions providerProduct/Service:
Inbox Monitor, an inbox placement productWhat it Does:
Inbox Monitor gives marketers greater insight into clients’ inbox placement rates by including subscriber panel data with seed list technology, enabling marketers to address issues on a ISP-by-ISP basis. The tool maximizes inbox placement and campaign return on investment by providing timely, actionable intelligence on overall email campaign performance and identifying issues that lower inbox placement.