Email campaigns can perform a wide variety of marketing functions, with different desired outcomes depending on the campaign type. This chapter looks at different approaches to campaign measurement and covers:
- Open rate: A popular measure used in email marketing, why should it be treated with caution?
- Using models: Spreadsheets can be used to build up a picture of measurement and track the response to a campaign. How can these be set up to demonstrate campaign performance?
- Attribution: Email should be considered in the context of an omnichannel marketing strategy – it has a ‘nudge’ relationship with other channels. How can marketers incorporate this thinking into campaign measurement?