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What expectations do you have when you click SEND?
In order to discuss success, we need
benchmarks. A sales rep has a quota. Success means the quota was
achieved. Same for a business. Success means the annual report shows
financial gain. For an advertising campaign, success might mean a
percentage increase in visits to the web site or an increase in
activity at the call center.
And yet the most frequent measure of success heard about among email marketers is the "open rate."
If this is the benchmark for success, then what is the expectation?
What is the basis for this expectation? What variables influence this
measure of success?
We expect our email to be opened. We may also expect their print mail
to be opened, but the difference is we don't see that data. Electronic
tracking enables us to know that only a percentage of the emails delivered were actually opened. This can create the feeling of rejection.
Here are factors to consider if you decide to make "emails opened" a benchmark for success:
Measuring Success by "Emails Opened"
- "Opened" only happens when an email client's images are turned on.
When a subscriber reads your email with the images "blocked," this is
not recorded as "opened."
- 59% of online customers routinely block images. – MarketingSherpa (2007)
- This means that whatever number of emails are showing up as
"opened," there may be half as many more than that who have read the
message.
- Try measuring "emails opened" over time, set a goal to increase the average number.
Expectations for an email campaign should be related to business goals.
Just like the sales rep, these goals should be tangible. For example,
do a short survey to collect feedback on how well customers like your
newsletters. Query conference attendees to learn how many are there as
a result of the email announcement. Check sales data to determine the
relationship between actual sales and your email campaign. Ask the
receptionist how many calls came in the afternoon of an email delivery.
 
If you know someone who would enjoy our news, please forward our news!
Thank you!
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