Chapter 21. Tracking Email Marketing Performance

Tracking the performance of an email marketing campaign is similar to tracking a direct mail campaign, except more so. That is, when you’re dealing with email, there are more metrics that you can directly track—which is a good thing.

Determining Key Metrics

With traditional email, about the only metric you can track is sales—that is, the percentage of respondents who bought directly because of the mailing you sent out. Well, you can track sales (we call them conversions) with email campaigns, too, along with a lot of other important data points.

Delivery Rate

Let’s start with the delivery rate metric. This is important, as it tells you precisely how many people received your emails.

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