- Sep 15, 2017
- By Jeff Keenan
Measuring email effectiveness can be difficult. You can now measure the precise value of individual email opens, rather than clicks, to get greater accuracy on the effectiveness of your email messages. Discover the real value of email.
Email isn’t in a slump. It’s how you measure it
Sadly, email open rates have been declining over the years, from 6% in 2010 to around 2.5% in 2017, depending on the industry you’re in. Fewer-and-fewer are clicking on advertisements and links in email messages. But the declining CTRs may not be a problem.
Email is as effective in influencing the bottom line as ever. It’s just that customer behaviour leading up to the purchase has changed, and to get a good view of marketing effectiveness, your measurements should reflect that change.
Click-aversion isn’t the problem. Not necessarily
The recent CTR downturn may not necessary lead to lower revenue. Just because today’s consumers are showing some serious “click aversion” does not mean they won’t reach your website.
A consumer might see a display ad for a product somewhere on the Internet, but instead of clicking on the ad, they will do one of two other things:
- Go directly to the company’s website with their browser.
- Do a Google search and click through from there.
When you think about it, you’ve probably done this more than once yourself.
As a result, attribution models will give “organic search” or “direct visit” credit for the customer, while the display ad should have gotten all the praise. When you’re sending out 10.000 emails and recipients decide visit your site directly or Google your product, using an inaccurate attribution model will give you a seriously warped view of how much email is actually influencing revenue.
What marketers need is a way to track when a display ad is served and potentially seen by a consumer AND when a consumer might have seen and/or read an email message.
Dealing with click-aversion using view-through attribution
Impression tracking (or view-through) is getting more and more commonplace for display ads. With this technology, attribution products like LeadsRx get notified when an advertisement is displayed, so that we can include this fact in the attribution model. LeadsRx already supports impression tracking.
Until now, impression tracking has only been available for display ads. For emails, this technology has not previously existed. But we made it possible. Now, LeadsRx supports view-through attribution for email messages. Dare I say, credit where it’s due for assigning credit to emails where it’s due?
When a recipient opens your email but doesn’t click the link, but then visits your website directly, LeadsRx will attribute finding that customer to the email blast. How great is that?!
You no longer have to guesstimate how emails and ads affect the influx of new customers. From now on, attribution models will more accurately reflect how customers are found when viewing display ads and email messages.
Measuring the value of email is invaluable. It’s time for LeadsRx
Don’t just wait for people to click on links in emails. Include an email view-through pixel in your messages using the new technology from LeadsRx, so you’ll finally see the full value of your outbound marketing efforts.