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Web Site Measurement Hacks by Eric T. Peterson

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Hack #41. Measure Email Marketing

Email marketing is among the most popular methods for customer acquisition and retention, and a key factor driving conversion for many companies. Fortunately for you, email provides a plethora of interesting, easily measured data.

Email is one of the most important methods you have to communicate with your customers, but one often neglected nearly completely by the people sending the message. Regardless of whether you're prospecting or communicating valuable information to existing customers, the volume of email most people receive each day prevents us from spending enough time with any one message, unless the message is well timed and well crafted. Fortunately there are a number of things that can be measured that, when combined with fundamental marketing measurements, yield an incredibly powerful strategy for testing and measuring your email marketing efforts.

Things That Can Be Measured

By itself, email has a limited number of metrics you can track. Measuring the resulting web site visits, online and offline interaction, and purchases tells the whole story. In addition to total sends, the number of email addresses to which you send your message (and perhaps the most common email metric), there are a handful of other metrics you need to understand.

Hard bounces.

A hard bounce is a message deemed undeliverable, usually because the address was mistyped or has been canceled. It's also likely to be an address that was entered by somebody who wanted to ...

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