Email marketing is still top-dog when it comes to digital communications. There have been audacious claims that email is dead, but the numbers disagree:
- 7 in 10 people say they made use of a coupon or discount from a marketing email in the prior week.
- 74% of consumers prefer to receive commercial communications via email.
- Email marketing has an ROI of 4,300%.
It’s difficult to overstate the importance of maintaining a robust email marketing strategy or the value of the marketing metrics you use to maintain it.
The right metrics will help you to analyse and improve your marketing strategies. They will be flexible enough to maximise insight from each campaign and consistent enough to monitor growth from one season to the next. The right metrics will measure your entire system and produce big-picture insights, so that you can keep improving year after year.
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