subject: Analysis Of A Campaign - Measurement [print this page] Email marketing is emerging as a popular and effective direct marketing channel that offers higher response rates, quicker turn-around times and more cost-effective implementation than the traditional "letter-through-door" approach and therefore a key aspect of the work we do for our clients. Added to this it is far more accountable than traditional print methods and to prove this to our clients we have committed to audits as verification that we are operating a fully accountable and transparent service.
For detailed analysis of a campaign, more metrics are available, and it is important to dissect these to identify the weaknesses in the campaign.
One way to remember the different types of measure for e-mail marketing is the seven Rs. The seven Rs are:
"Bounces" are returned e-mails that are not received by the intended recipient. There are soft bounce and hard bounce.
2. Reader rate (more commonly referred to as the open rate, based on number of readers):
Reader rate = nReaders/nRecipients
This rate corresponds to the proportion of people who evaluate the contents of the mailer and then open it in a traditional campaign.
3. ClickthRough rate (CTR):
Clickthrough rate = nClick on Links/nReaders or nRecipients or nSent
The CTR is a key measure as it indicates the quality of the creative and offer.
4. ConveRsion rate of completing landing page form:
Conversion rate = nComplete form/nClickthroughs
This refers to the number of people that clickthrough and complete a form such as a registration page for a prize draw.
5. Response rate (based on number of responses):
Response rate = nAct/nRecipients
Here, the response rate from the e-mail campaign is exactly the same as the information obtained from a traditional direct mail campaign.
6. Rejects rate (more commonly referred to as unsubscribe rate):
Opt-out rate = nUnsubscribe/nRecipients
It is useful to monitor the unsubscribe rate of each campaign against the average unsubscribe rate.
7. Referrals rate (based on number of referrals of new prospects):
Referral rate = Number of referrals/Number of respondents
This refers to the viral element of an e-mail campaign, if used.
More detailed measures are also available, including number of clickthroughs per e-mail and which calls-to-action were responded to, for example, at the bottom, middle or top of the e-mail.
About the Improvement of email campaigns read here
