Click-throughs & deliverability important to marketers

Click-through rate and deliverability are the most important metrics to professionals tracking the success of email Marketing, while those dealing with total subscribers and forwards are generally considered to be less important, according to new research.

Conducting a survey of leading marketers, found that 95 per cent of marketers measure the results of their email campaigns, with 57 per cent admitting that they do so 24 to 48 hours after deployment.

Although metrics are used by virtually all marketers to gauge the success of their campaigns, only 50 per cent said that these statistics were used for budgeting and forecasting purposes, with 35 per cent saying that they were not used for this purpose and 15 per cent unsure.

Simms Jenkins, founder of, said: "While click-throughs and deliverability are essential metrics, it was surprising to find metrics which tie directly to the financial return such as ROI (return-on-investment), conversion and revenue lower in the rankings.

"Marketers are missing an opportunity to use metrics in order to gain the executive support needed to grow their programmes."

He went on to note that the findings of the survey suggested a clear need for metric definition and standardisation across the email marketing sector.

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