Use traditional metrics to increase ROI

Marketers can increase their ROI significantly if they use traditional metrics effectively

More traditional metrics such as open rates, click rates and deliverability rates are absolutely fundamental to maximise the return on investment of any email marketing campaigns, but many marketers are still not using the older metrics to their maximum potential. The problem is that email is such a cost-effective mechanism, many companies are neglecting to really measure the effectiveness of campaigns. 

According to a recent study, around 50% of marketers are starting to look at new metrics and think seriously about how to measure the success of email campaigns.  Why should they? Email has proved to be an effective, economical and easy to implement mechanism, and to a certain extent, it has made the marketing industry complacent.  

However, if marketers start to really focus on effective measurement, using both old and new metrics, they will realise the benefits of highly targeted email campaigns that deliver phenomenal returns on investment.

Source: Tink Taylor, Business Development Director at dotMailer