We forgot to include social emal marketing but then again, I already saw some interesting findings in the preliminary results of this survey (that runs since a month or so): so please take the email marketing survey that you can find here.
It is still active untill December 31. Participants get the results. One more time the link.
E-mail marketers use various metrics to assess the impact of their campaigns. Some of these metrics, like the ‘open rate’ (the number of opened emails), are focused on the effectiveness of the e-mails themselves.
Others, such as conversion and metrics that look at the impact of email marketing on the business, aim to show the contribution of email marketing to the bottom line. An example: the average order value per subscriber in case the mailing is intended to generate sales.
The last type of metrics and KPI’s require integration with other measurement systems such as web analytics applications. However, they are crucial because ultimately the aim of marketing is sales.