Special offer

Fundamental Email Marketing Metrics

By
Services for Real Estate Pros with Real Estate Professional

Email is a powerful marketing tool. How can Brokers effectively utilize this tool to drive sales, increase exposure, and make strategic decisions about their organizational goals? Goals and measurements go hand-in-hand.  In order to determine whether marketing goals are being met or not, there have to be results or measurements that reflect progress, failures, and areas in need of improvement.  

As with traditional off-line marketing campaigns, in order to effectively measure the success or failure of an email-driven campaign you need more than one set of results. By comparing the measurements of similar campaigns, marketers can execute detailed results-driven analysis and make informative decisions. There are many metrics that can be used and many more to be discovered as online marketing matures. Below are a handful of the basic metrics and their descriptions to get you thinking about your online strategy and how to improve advertising and publicity efforts.

Fundamental Email Marketing Metrics

1. Total Sends - This metric is the number email addresses that were attempted for a particular message. When testing multiple versions of a message, there may be two or more dimensions to this metric.

2. Tracked Opens - This metric is the number of messages that were opened with a HTML-based email client.

3. Tracked Click-thrus -For email messages that contain trackable URLs, this metric is the number or percentage of actual clicks on each URL. This metric provides some insight into the behavior of the recipient and can convey the effectiveness of the text describing a service/product. When testing different versions of a message, this metric will help identify which message has greater influence on the recipients interest to continue further and investigate.

4. Good Sends - This metric is the number or percentage of messages that were successfully delivered.

5. Hard Bounces - This metric is the number of messages that were undeliverable due to a problem with the email address. Examples are email addresses that do not exist or are misspelled.

6. Soft Bounces- This metric is the number of messages that were temporarily unavailable due to electronic transport issues, such as full email mailboxes or infected mail servers.

7. Forwards - This metric is the number of messages that were passed on by recipients to non-recipients. This is a significant number because it is a strong indication of the effectiveness of the email message

8. Lost Messages - This metric is the number of messages that were diverted by anti-spam software or some other mechanism. These messages never reach the recipient and the sender is not informed about the status of the message.

______________________________________________________

Copyright 2007 (c) Software Leadership, Inc. All Rights Reserved.

Comments (1)

Find a Notary Public needAnotary
QEC Internet Services - Long Beach, CA
E-mail marketing is one of the most powerful, effective and preferred marketing tools to keep in touch with your customers. It is very cost-effective, and if managed properly, it can build brand awareness and loyalty. Email marketing works for all types and sizes of business.  You can achieve outstanding results using email marketing while making a small investment of your time and treasure.
Oct 24, 2007 02:13 PM