Tanmay Mohanty

Most common activity a digital marketer plan for is email plans ands execution. Most of the time we forget to define the key performance indicators and defining goal benchmarks.

Goals should be universal for standing closer to other business performances and reaching a standardize reporting mechanism.

So, when you talk about your mailer success–instead of just talking about open rate, or click-through rate, you can align that statistic to a meaningful business result that even others can understand and value.

Following is a representative sampling:

General E-mail KPIs:

• E-mail sent/delivered
• Open rate – Campaign over campaign opens (total/unique/% rate)
• Click-through RateCampaign over campaign clicks (aggregate/unique /% rate)
• Click to Action- (% who open the message and click through)
• Churn rate- (% unsubscribe/opt out/undeliverable)
• Viral Rate – Send to a friend
• Email reputation – Monthly unsubscribe to open rate

Web Focused :

• Cost per visitor
• Number of leads by entry page
• Heavy user share
• Average page views
• Site Loyalty
• Length of site visit by source

And for e-commerce driven indicators include:

• Total sales (campaign, month, quarter, segment)
• Profit/margin per e-mail sent / source
• Sales per e-mail sent
• Cost per e-mail sent
• Average Order Value (AOV)
• Number of orders
• Conversion rate (to open/click through)
• Number of site visits (page rank)
• Demand Generation
• Number of leads (by product/client type)
• Number of downloads

While all these are useful measurements, the challenge is to isolate the top three to five that mean the most to your business. They will change depending on organization goals and objective. In some of the organization list growth is also being considered as one of the KPI.