Class Overview:

One of email marketing’s greatest assets is the ability to measure precisely what’s working and what isn’t—provided you know what impacts performance the most and the metrics that truly matter! In this class, you’ll learn the key performance indicators (KPIs) relevant to email marketing and how to calculate them, as well as advanced metrics like engagement analysis and ROI. The session concludes with a look at comparative campaign analysis and leaves you with the insight and wisdom necessary to evaluating performance measurements beyond face value to avoid rookie mistakes.

What You'll Learn:

  • How to end “metrics overwhelm” and prevent “data drowning”
  • Why measuring beyond simple metrics is essential to capturing the truth about your email program’s performance and value
  • The value of comparing performance across campaigns and what different metrics indicate when comparing campaigns to one another
  • Multiple perspectives for email program response analysis—what they are and why each can give you unique insights you’d otherwise miss