воскресенье, 4 марта 2012 г.

Key Analytics; How to measure e-mail success.(E-mail)

Byline: Karen J. Bannan

When it comes to e-mail marketing, there are three metrics that most marketers rely on: open rates, click-through rates and conversion rates. But, experts say, there's more to each than meets the eye.

open rate

Open rate-a metric clocked whenever someone opens your message-is the one that most marketers use as a benchmark, but unfortunately, it's the least reliable of the three, said R. David Lewis, VP of deliverability management & ISP relations for Digital Impact, a provider of online direct marketing services.

"Many ISPs and businesses are moving toward image and link suppression, so your customers might open your …

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