
Advanced methods to measure email acquisition strategy
Your email marketing program relies on many factors for success, but the most important is the quality of your email database. In earlier blog posts we've reviewed strategies for acquiring more of the high-quality email addresses that will grow your email program and help you achieve your business goals, and for measuring the success of those strategies. Now we'll look at some specific metrics that will help you refine your success measurements when it comes to a good email acquisition strategy.
Pay attention to these early-warning metrics
Opens, clicks and conversions are reliable ways to measure how active and interested your email subscribers are, but they are long-term indicators. Their greatest value comes when you track them to see if they're trending up or down.
Two metrics need your immediate action, both to correct as soon as they occur and to serve as the springboard for investigation into potential problems with acquisition sources. They also indicate low-quality subscribers but have more power to...