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Measuring Email Marketing Effectiveness During Economic Downturn

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Measuring the effectiveness of your e-mail programmes Luke Griffiths – Account Director e-Dialog Client Knowledge Day 28 th January 2009
Overview ,[object Object],[object Object],[object Object],[object Object]
Times are tough…
Times are tough…and getting tougher ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
When the going gets tough…. ,[object Object],[object Object],[object Object],*Marketing Sherpa Special Report: Marketing During a Downturn ,[object Object],[object Object]
Cuts have started…. ,[object Object],[object Object],[object Object],[object Object],[object Object],*Marketing Sherpa Special Report: Marketing During a Downturn
This is what you are up against ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],*Marketing Sherpa Special Report: Marketing During a Downturn
[object Object],[object Object],[object Object],Let your numbers do the talking….
Email Effectiveness Check List… ,[object Object],[object Object],[object Object],[object Object],[object Object],Five questions to ask before someone else does…
Success not defined by just revenue… ,[object Object],… key is for you to define what success looks like ,[object Object],[object Object],[object Object]
Framework for measuring contribution Commercial Brand Strategic Long-term commercial value of email programme? Emails contribution to overall brand value? Tactical Commercial value of specific activities? Programmes contribution to brand value?
Tactical / Commercial ,[object Object],[object Object],[object Object],[object Object],What are the specific success criteria for the commercial success of the campaign? Commercial Brand Strategic Tactical
Strategic / Commercial ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What are the measures of success for the commercial contribution of the programme/channel? Commercial Brand Strategic Tactical
Strategic / Brand ,[object Object],[object Object],[object Object],[object Object],What is the impact on brand value of the email programme? Commercial Brand Strategic Tactical
Tactical / Brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],How does each campaign support your brand value? Commercial Brand Strategic Tactical
What else is needed…? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Measuring the health of your email database ,[object Object],LTV Unsubscribe Inactive Customers New Customers Channel Migration Total Active Customers Reactivating Customers
Responding to measurement ,[object Object],[object Object],[object Object],[object Object],[object Object]
Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Measuring Email Marketing Effectiveness During Economic Downturn

  • 1. Measuring the effectiveness of your e-mail programmes Luke Griffiths – Account Director e-Dialog Client Knowledge Day 28 th January 2009
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  • 11. Framework for measuring contribution Commercial Brand Strategic Long-term commercial value of email programme? Emails contribution to overall brand value? Tactical Commercial value of specific activities? Programmes contribution to brand value?
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