Booming E-mail marketers should get better ways to measure how e-mails can control long-term customer loyalty and embrace the use of testimonials, images and videos.
The New E-mail Marketing Review provides criteria interactive marketers can use to measure the strength of their e-mail campaigns. The report, which is an update of methodology offered in a 2007 report, reflects the rapidly evolving nature of e-mail marketing campaigns and suggests best practices for capturing consumer interest.
The report offers quantitative scales to gauge its e-mail marketing strategy. For instance, having a defined e-mail marketing strategy with specific responsibilities for various employees earns the highest possible score, while having an informal strategy that lacks documentation or is not enforced is at the low end of the scale.
Social media also has assumed more importance for e-mail marketing.
The scorecard takes into account whether an e-mail message contains user-generated content and how easily consumers can share the messages with others. The maximum score offers multiple ways to share the message, The scorecard also encourages e-mail marketers to go beyond tracking bounce, open, click-through and delivery rates. Marketers should also measure how well e-mail campaigns engage customers, and find ways to measure the loyalty and profitability of long-time e-mail subscribers.
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