Beyond Clicks: The Deeper Impact of Email Marketing
In a world where buzzwords like “content marketing,” “lead nurturing,” and “digital attribution” dominate, it can be easy to lose sight of what matters most to your business. Whether you’re an ecommerce brand trying to drive online sales or a retail business looking to bring customers through the door, email is an essential channel for reaching your goals.
Fortunately, there are many KPIs (key performance indicators) that can give you insight into the effectiveness of your email strategy, beyond clicks alone. From increasing your open rate to improving the content of your CTAs, there are a variety of metrics that can help you reach your objectives and improve the performance of your email campaigns.
One of the most valuable metrics for determining the impact of your email marketing strategy is revenue. By integrating your email with the rest of your attribution model, you can see how much revenue your campaign generates and how it compares to other channels. This gives you a clear understanding of the email “halo effect” and allows you to make more informed decisions regarding your email budget and tactics.
Unlike other marketing channels, email spans the full funnel—from raising awareness pre-conversion to connecting with and nurturing content subscribers to turning leads into customers and encouraging repeat purchases. Getting the right emails to the right people at the right time throughout this journey is no small task, and requires extensive testing and optimization.
Fortunately, email offers marketers the ability to segment their lists based on demographics, behavior, and interests to deliver more relevant and personalized messages that maximize engagement and conversion.
The key to a successful email program is the call to action (CTA). For example, an email with a "Click here" button may focus on the process of clicking, but not on how it benefits the recipient. A better CTA would communicate what happens when the subscriber clicks—perhaps with an offer of free shipping or a discount on their next purchase.
To test the effectiveness of your email content, you can use email A/B testing tools to pit a version of an email against another with the same subject line and CTA. This provides a good sense of what is and isn’t working, but can be limited by the number of variations you can run at once. To hone in on your strongest messaging, you can run more in-depth split tests with different audiences that target the same email message, but with slightly varying creative and messaging.
With a more in-depth look into the true impact of your email marketing, you can advocate for a larger budget that maximizes its ROI. By growing your attribution model to account for the halo effect and tracking micro-goals, you can gain a clearer picture of email’s role in revenue growth for your business.
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Hi there and welcome to my site. My name is Jose Santiago I was born and raised in the Bronx, NYC and just like every other urban city in America, growing up there it was no easy task. I've been a chef for 27 years and the thought of ever becoming an entrepreneur never entered my mind not by a long shot. I became a chef after my hopes and dreams of becoming a professional baseball player was shattered when I broke my humerus bone while pitching during a tryout at Fordham University. As the former boxing champion said Mike Tyson, "Everyone has a plan until they get hit in face".
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