Ask the Experts: If you could only use two email metrics, which two would you use?

 

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For 2021, Webbula launched a video series where we sit down with email industry experts to discuss various topics within the email marketing world. 

Each month, Webbula introduces a new lineup of email experts with a new topic. Thank you to every email expert who participated in this video series and provided advice to other email marketers. 

 

1) Read Rate: Read rate is the most underrated metric in email.

2) Click-to-open rate: CTOR tells you more than just opens and clicks. It goes deeper into email engagement.

SamanthaMetrics2

 

Samantha Iodice

Founder + Chief Geek, The Sauce Experience

LinkedIn  twitter

 

 

1) Engagement score: The engagement score is similar to a lead score. As a marketer, you can control what you want in terms of engagement. 

2) Link level reporting: Link level reporting allows you to track links in the email by categorizing them.

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Andrew Kordek

VP of Customer Engagement, iPost

LinkedIn   twitter

 

1) ROI (Return on Investment): You need to be able to understand what your ROI is on what you're doing.

2) Click-Through Rate: The open is nice, but if people aren't clicking on your emails and aren't engaging, what is the point?

Metrics#2

 

Gavin Laugenie

Head of Strategy & Insights, Dotdigital

LinkedIn   twitter

 

 

Revenue: There is only one metric at the end of the day. KPIs are narcissistic. For me, being in sales, it's all about the revenue. 

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Randy Levy

Chief Revenue Officer, Zembula 

LinkedIn   twitter

 

 

1) Clicks: Opens are now useless. Clicks are still an indicator that people are doing something. 

2) Inbox placement: Inbox placement helps you understand your email program and the health of your list.

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Chris Marriott

President & Founder, Email Connect LLC.

LinkedIn   twitter

 

 

Conversion Metrics: What your objectives are, is what your key metrics will be. It will be different based on the sector, B2B or B2C. Focus on conversion metrics rather than the easy-to-access metrics such as opens and clicks. For eCommerce, focus on conversion rate and customer lifetime value. 

Metrics2

 

Kath Pay 

Founder & CEO Holistic Email Marketing

LinkedIn   twitter

 

We often see marketers try to use metrics in ways they weren't intended. Or they see insights in metrics that don't exist.

1) Return on investment: Knowing if a project or email program is generating a positive ROI is very important for business justification.

2) Subscriber lifetime value: We are not in the business of managing campaigns. We are in the business of managing subscribers. 

Chadwhite_metrics2

 

Chad S. White

Head of Research, Oracle Marketing Consulting

LinkedIn  twitter

 

 

Focus on action is important.

1) Click-Rate: It's a strong indicator someone is engaging with your content. 

2) Conversion Rates: You want conversion. You want to drive the sale or lead form. 

TomW_Metrics2

 

Tom Wozniak

Executive Director of Marketing, Optizmo

LinkedIn   twitter

 

If you enjoyed this post, be sure to look for future posts in this video series by signing up for our weekly newsletter!

Check back next month to listen to our next round of email experts' answers to: What is the biggest issue you see email marketers face? How do you advise them to fix it? 

 

Past Question:

VideoSeries2021_SocialPost

 

March: "How Has Email Changed Since Covid? What Should We Prepare For In 2021? Watch here. 
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April: "Now that Apple, Firefox, and Google announced they are phasing out third-party cookies, what does this mean for email?" Watch here. 
underratedtactic

 

May: What is the most valued but underrated tactic in email marketing? Watch here. 
promotionaltab

 

June: Gmail: Promotional Tab vs. Primary Tab: Is one more important? Watch it here. 

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