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BizReport : Email Marketing : January 12, 2010

Are you digging deep enough into your email campaign data?

As any email marketer will know, much can be learnt from looking at standard email campaign data, such as response and unsubscribe rates or even the A/B testing of a subject line. However, there is so much more information that can be gleaned simply by looking at the data from different angles. Here's how.

by Helen Leggatt

Simply assuming that basic email improvements, such as better branding in the preview pane or a humdinger of a subject line, are what is increasing performance, it's sometimes wise to dig a bit deeper and see if other factors are at play.

For instance, did the campaign benefit from being sent at a different time of day, or a different day of the week? Perhaps you had an unusually high number of new subscribers join prior to the campaign, people who are more likely to respond. Has your I.T. department or your ESP recently made some back-end email deliverability improvements?

By digging deeper into email campaign data, and looking at the results from a multitude of angles, you are more able to zoom in on potential problems and identify what really made the campaign work.

For more ideas on different metrics that can be used, check out Loren McDonald's recent post on Silverpop's engagement marketing blog.

Tags: email, email campaign, email marketing, email marketing metrics

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