Measuring return from your email marketing investment

4 minute read


As John Wanamaker once said, and many have paraphrased since: “Half of all money I spend on advertising is wasted, I just don’t know which half”.

Things have changed a lot since those days.  With traditional ‘interruption marketing’ it was notoriously difficult to measure which parts of the overall budget were getting results and which were wasted.  Using modern methods it is much easier to monitor these aspects, so the old adage does not hold as much sway as it once did.

On this note I expect that for many of you, one of the attractions of email marketing is that its effectiveness is so easy to monitor.  As well as being able to easily target the right people with your message, you have the ability to instantly monitor the effectiveness of your campaigns by tracking open and click-through rates, and viewing individual activity so you know what individual subscribers are doing in response to your campaigns.

Tracking links is a great way of monitoring this: the people clicking-through are the ones most interested in your message and so are valuable to you as a marketer, and comparing the relative popularity of individual links gives insight into what interests your readership.   This is all well and good, but what happens to these people after they click-through?  Did they do do by accident and close the page before reading it? Did they make a purchase? Register for the event you are promoting?

What if you could get a list of your most active subscribers: the ones who respond fully to your call-to-action?

The Goal Tracking feature allows you to track the success or your campaign against a pre-defined goal such as making a purchase, signing up for a membership, or to attend an event you are hosting.  If the call-to-action involves a confirmation then the goal tracking feature can be used to record which subscribers have responded to your call.

The results can be viewed in real-time in the ‘Track’ section, and using the ‘Target Subscribers by Action’ feature you can build a list of those that respond to your call; extremely useful in helping you build a quality list of your most active, and hence valuable, subscribers.  Over time you can grow this list by updating it with subscribers after each campaign.  The list can be used to test out the effectiveness of different calls-to-action before sending the most effective to the main list; you can even run special promotions to these subscribers, thanking them for being ‘top customers’ and offering further incentives for them to purchase from you again and again.

Using Goal-Tracking also helps you to measure the success of individual campaigns against one another.  Tweaking content and experimenting with different approaches to your campaigns will help you determine what really works with your subscribers and what they are most responsive to.  Having a measurable goal will help you enormously to see the most effective approach and get better results as time progresses.

To find out more about Goal Tracking and get it activated on your account, just call us on 0845 644 4184 or email

Until next time…