Step 5: Measure Your Results
The key to measuring your success is to understand your CPA for an e-mail marketing campaign. Determine your target CPA before the campaign begins, and measure it against your actual CPA when you get the results of the test campaign. You can then work backward in terms of figuring out what CPM rate will generate the best return for you.
One important thing to understand: If your test campaign is not successful—if you feel as if your CPA was too high—it doesn’t mean e-mail marketing is a bad channel for you. The next time you rent the list you used in the campaign, you need to negotiate a lower price. A list doesn’t need to have the highest-performing conversion rate if the CPM is low enough. As I explained in the ...
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