Email campaigns are inexpensive compared to other marketing campaigns, so most organizations continue email campaigns without measuring their effectiveness or thinking about their consequences. Continuing (ineffective) email campaigns can result in two negative outcomes - (1) brand erosion and (2) loss of customer good will even among die-hard fans.
Today our marketing team sat down to take a hard look at our email marketing campaign. We are going to pull relevant data from last few campaigns to assess our performance.
I am a data-geek so I am looking forward to seeing the data on our past email campaigns. I am especially keen to look at the following dimensions (1)number of emails sent, (2) bounce rates, (3) open rates, and (4) click through rate.
1- Chittenden and Rettie (2003), An evaluation of e-mail marketing and factors affecting response, Journal of Target Measurement and Analysis for Marketing
2- Mullins (2007), How to ensure that your marketing emails are effective rather than annoying, Journal of Marketing.