3 email ROI metrics retailers often ignore

WILL DEVLIN | November 19, 2018

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Retailers expend a great deal of effort measuring the sales impact of their email campaigns. Retail marketers will run A/B tests to determine the subject line that will get the most people to open, arrange the content to maximize and highlight their call-to-action, and then use traditional open/click/conversion numbers to determine how well it performed. Rinse. Repeat. Pretty graphics can even make them visually interesting and help to create nice PowerPoint presentations for the bosses upstairs. These aren't the only standards for email marketing success, though. In many cases, in fact, they're woefully inadequate for determining the true ROI of a campaign. If that's all you're looking at, you're likely only skimming the surface of how email is impacting your business's bottom line. While some retailers are online only or exclusively brick and mortar, it is common for most consumer-facing companies to have a combination of both online and in-person sales.

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