Opens and clicks are the standard marketing metrics. But
they’re hardly the only numbers that count. Equally important are these measurements:
- Conversion rate
- Value of an email address
- Customer behavior beyond campaigns
- ROI
- Open-reach, click-reach and conversion-reach
- Customer lifetime value
(CLTV)
- List Growth
Just as critical are the reasons why these numbers should be analyzed.
“Although many ESPs now
offer more detailed metrics, most still focus on email activity like opens, clicks and unsubscribes,” Martech.org writes. “A separate robust reporting tool that integrates across databases
enables you to slice up your data in more relevant ways and understand what’s really happening with your program.”
The article continues: “You can use this
information to identify where you need to improve or where advanced services can help you drive more revenue.”
Here's one more point: "Reporting tools like these give you another
advantage — immediate access to your data. You might work with a terrific analytics team, but you probably have to compete with other marketing channels or departments for their time and
attention."