The Path to Holiday Email Optimization Part III: Measuring your Impact

The holidays are coming up and you are feeling pretty confident about your campaigns. You have looked over your program, making sure everything was running smoothly, and you are tracking your metrics to know how your campaigns are performing. The final step before your program is ready for the holidays is to understand the impact of each element and how to track and report on it.

Metrics to watch
Going beyond a single message, these metrics provide valuable insight into your relationships with your subscribers.

Click-to-open: Your click-to-open rate measures the effectiveness of your content and CTAs. It is calculated as the number of clicks out of total email opens. Take this rate into account when creating and designing new emails. Looking at past performance of different formats and CTAs will help you create new emails that engage your subscribers.

The rest of this article can be read on Direct Marketing IQ.

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