So you send out an email campaign, sales go up and everyone is happy. Out goes another and the same thing happens. But how is this uplift occurring and what is really happening behind the scenes with your database? This blog takes a look at how email marketing really works and identifies more effective ways of measuring it.
Your brand name in inbox
The vast majority of marketers measure revenue by looking at those who have clicked on your email and gone on to make a purchase. However, by relying on click to purchase tracking, you are saying the only influence an email has had is if they click your nice big call to actions.
This isn’t the case, as simply seeing your brand in the inbox has an influence. For a start, this can act as a reminder that you exist and provoke a reminder to the customer that they need to order from you. Some of our clients note they see a peak of PPC traffic for brand terms on the day that they send their emails. Not everyone will go down that well planned out funnel you have defined and, as a result, direct, PPC and natural search, as well as potentially cash back affiliates are stealing the sale from email.