Majority of email marketers do not use sales numbers to measure success

How do you determine the success of your e-mail marketing projects?

74 % of online marketers who reacted to the 2014 Global Email Study from Lionbridge Technologies said it was everything about the open rate.

An important number, for sure, however exactly what about an email’s impact on earnings? Less than half of the participants said they connect the dots from e-mail to sales and it makes me question why? Opens are terrific, however they don’t pay the expenses.

In the recent past, matching sales to email opens was challenging and time consuming, but surely that’s not the case anymore. We have power tools that can inform you when a consumer discusses your business at a mixer (an overestimation, but you understand), it cannot be that tough to follow the clicks from email to checkout.

I believe the problem is among one hand not knowing … or caring. exactly what the other hand is doing.

From the Lionbridge Report:

We [found] that even when one department thinks they “own” email marketing, they are often shocked to find that a number of other business functions are blasting out messages to the exact same list based upon their own schedules and goals.

Ooh, that’s bad.

• 74 % of respondents stated they use e-mail for customer engagement.


• 71 % usage it for item news.


• 57 % usage it for brand awareness.


• 45 % usage it for customer care.


• 30 % usage it for customer and market research.

Some or all of those things could be occurring at the exact same time at the very same business – – each e-mail originating from a various company device inside the company. Now a lot of those business units had earnings in mind when they wrote and sent the e-mail?

I recently got a first hand look at the catastrophe that happens when departments only fret about their own goals. The publicist for an event sent out e-mails out to the individuals on her press list. The marketing department ignored to send emails to the customer list. Guess what took place? Barely any person appeared for the occasion. The press agent might say, ‘‘ hello, I did my job’ however that’s still cash lost.

We have 2 takeaways from this data:

1. Communicate. You ‘d think it would be much easier in a small business, but it’s actually worse. In a little business, it’s all-hands-on-deck, everyone is doing the task of 4 people and there’s an even smaller margin for error. Coca-cola can manage an e-mail mistake. June’s Vintage-O-Rama can’t.

2. Opens are necessary, but you need to take a look at how emails are and aren’t impacting your bottom line. If everybody opens but no one buys, then you have to attempt various material, links and calls-to-action. Do not be afraid to experiment. If clients aren’t spending then you’ve nothing to lose and everything to acquire.

Marketing Pilgrim

Majority of email marketers do not use sales numbers to measure success