E-commerce Link: Does Your List Measure Up?
• Clicks to opens. This is a measure of how engaged recipients are with your messages. Given the assumption that someone has opened your message, it’s helpful to see how many of those who opened actually clicked through to your site.
Let’s say that your open rate is 20 percent and your clickthrough rate is 5 percent. The click-to-open rate is 25 percent (5 percent divided by 20 percent). As you examine the types of campaigns you send (new product announcements, discounts and sales, product ratings and reviews, etc.), you’re able to determine the averages for each type and see how well they stimulate engagement.
If certain types of campaigns stand out, you can drill down deeper in an attempt to figure out why.
• Clicks on primary links. There are likely to be many links in an e-mail campaign. If you just look at overall clickthrough results, you may miss a piece of the puzzle. Drill down further on clickthrough activity, and determine what your clickthrough rate is for primary, secondary and administrative links. This also may shed light on how well your template is working.
• Conversions. Marketers should measure how many of those who clicked through actually made a purchase. In the instance where a marketer wants recipients to register for a promotion, it is helpful to know what percentage of clickthroughs did so. Not all e-mail reporting systems are able to report specific site activity, but you can look at your Web analytics to determine the conversion rates.
• Revenue per thousand. Marketers who can track sales also can examine their campaigns to determine the revenue derived per thousand e-mails delivered.
• Product and revenue analysis. Determine which products or categories generate the highest revenues.
• Examine what approach works best. Many marketers use a mix of content e-mails and promotional e-mails.