E-mail marketers generally focus their metrics on those that can be measured immediately: opens, click-through and sales. Yet our data demonstrate that many consumers make purchases long after receiving an e-mail. While we wouldnâ€™t suggest that e-mail marketing is purely a branding tactic, it is important to remember that not all of an e-mail campaignâ€™s impact is felt within 48 hours of sending.
To measure the full impact of a multichannel campaign, a business with a retail store, for instance, could ask consumers to print out a coupon for use in the store or have store staff ask whether a consumer has already subscribed to the e-mail newsletter. And, of course, make sure youâ€™re revisiting your e-mail conversion metrics after a month to ensure youâ€™re capturing all slow responders.
Another example: Epsilon recently worked with a computer hardware reseller to refine its batch-and-blast approach to e-mail marketing. The effort focused on analyzing e-mail recipient behavior, creating a customer segmentation strategy and developing an accompanying dynamic e-mail template so the company could send more relevant offers to its b-to-b customers. Most important, the company established ways to measure the call center sales driven by these e-mails. We found that customers who were active and engaged e-mail recipients were far more valuable than those who did not click on e-mails, with the first group driving 14 times more revenue and spending 40% more on each purchase they made.
Jared Blank is VP-client solutions at Epsilon (www.epsilon.com), a marketing solutions provider.