I particularly like:
Underestimating Email's Overall Impact
Within hours of sending an email, you know how many
people opened, clicked, and purchased or converted. What is hard to measure,
however, is all the other ways in which an email will actually affect your
bottom line.
After years of sending email and analyzing results, I’ve
consistently seen a huge percentage of recipients coming back, within three
days, to purchase via another channel. I have also seen large percentages of
consumers use an email-only offer code while calling to place an order, or
consumers calling in not to use a promotion code but mentioning they received
an email. In short, measuring the effectiveness of an email through initial
clicks captures only a portion of the actual impact. Similar to television or
radio, email contributes to the bottom line in a way that will never be
completely quantifiable.
Spend time with more advanced analysis. Look at all the
sales since a specific campaign, and track which people had opened or clicked
on the email. The true impact of a single campaign will likely emerge. Email is
an effective branding tool, helping consumers remember a company, even when
they don’t open an email.
