Are email Marketers using the wrong parameters?

A recent study from EmailStatCenter shows, that Emarketers tend to value Click throug rates and deliverability higher than metrics which are tied directly to financial return like ROI or conversion rate.

EmailStatCenter, a subsidary of Bright Wave and the Email Experience Council (eec) asked leading marketing professionals for their recent research results on how metrics are used to gauge the success of an email marketing campaign.

The survey showed a very surprising result: Out of eight possible metrics, professional marketers ranked Click throug rates and devliverability as the most important values in measuring an Email marketing campaign.

Finanical aspects like conversion rates or ROI were trailed back, followed by open rates and revenues. The last-ditch metrics, so ranked by the marketing professionals, are Total subscribers and Forwards.




















The question is, how schould success be defined in eMarketing. Is it only through Clickrates and Deliverability?

The answer might be somewhere inbetween. It depends on the focus of the campaing and it's goals, and if the newsletter should sell a product or it should be a service.

It is also remarkable, that Forwards are ranked last, as this addresses are of especially high quality and relevance.

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