How do you measure e-mail marketing ROI? By the number of opens, number of clicks or number of hits on your Website? Real ROI is more than that, and there are a few other metrics you should track that denote success or a lack of it. E-mail marketing ROI should be measured by the number of qualified leads or the conversion rate of leads generated to deals sold. How much revenue was generated by that e-mail campaign? In order to get to the point where e-mail marketing generates more than clicks-and generates leads that convert to opportunities and sales-one must differentiate clicks from interest and, further, instill a nurturing process. Does one click on an e-mail denote interest? Some argue yes, but that's an old way of thinking. Using behavior tracking along with scoring and nurturing, e-mail clicks can simply indicate a response to an e-mail, a curiosity.
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