Email Marketing Foundations:
Campaign Measurement
Study Guide
Section Overview
Email is measured as a process that provides feedback throughout the stages
of sending emails, delivery, and engagement. Email measurement criteria must
be aligned with the business goals of the campaign.
In this lesson, you will examine email measurements, email measurement funnel,
and landing page development techniques.
Objectives and Learning Outcomes
After completing this lesson, you should be able to:
● Describe email measurements
● Understand the email measurement funnel
● Identify essential landing page development techniques
Key Takeaways:
Email Measurements
● Email open rate helps report the email as being opened.
o Email open rate = emails opened/emails sent – bounced emails
● Tracking email open rates is undependable in terms of accuracy.
● It should be used only as a comparative key performance indicator (KPI).
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● When a user opens your email, your email server receives a request from the
receiver’s computer. The email template contains a small image file about the
size of 1 x 1 pixel.
● Prior to loading images on the recipient’s device, requests are made to the email
server to send the images to the recipient’s computer or device. The pixel is also
requested at the same time and sent to the recipient’s device.
● The click or a click-through is the action taken by the recipients when they click a
link in an email. It may take them to a landing page or source page of the website.
● When the recipient clicks a link or a page request, it produces a server hit that
counts as a click.
● This is a reliable measurement of behavior and response to the email.
● A landing page is a destination web page created specifically for all the links in an
email campaign.
● Conversion is the successful intended result of the email campaign.
● The purpose of the campaign determines the ultimate conversion point.
Email Measurement Funnel
● Email campaign measurement process:
o Measuring the deliverability of list
o Ensuring that messages are reaching the inbox
o Tracking email “opens”
o Engaging recipient to encourage click-through
o Steering from click to landing page, to call-to-action, and to the
destination page
o Assessing sales, revenue, and impact on business goals
o Evaluating the performance of all campaigns
● The goal of any email marketing campaign is conversion—getting people to do
what we want them to do.
● Delivery rate measures the index of quality of email list.
● Subscriber retention rate is calculated by subtracting the number of people
who have unsubscribed from the delivery rate
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● It returns the rate of people who received your email and did not unsubscribe.
● Open rate calculates customer engagement from delivery of email to opening
it.
● It cannot be used as a primary measurement of the success of a campaign but
can be a good key performance indicator.
● Email Service Providers (ESPs) display the open and click-through rate. Open is
when the recipient opens the email. Click-through is when the recipient clicks
on the email. It indicates how many recipients started the action of responding
to the email.
● Click-through rate measures the individual action of a recipient clicking on the
link.
● Depth of visit can be analyzed by looking at the number of additional pages a
person visits after the landing page.
● Depth of visit evaluates non-revenue behavioral goals and is a key
performance indicator.
● It measures customer engagement with brand, products, and content.
● It measures behavioral factors of people visiting the landing page or any other
page on the website.
● Conversion rates can be calculated for each campaign and compared to
analyze the success of each based on the offer or email.
● Revenue per email measures direct and indirect sales and conversions.
● Email is typically the highest response medium and provides the highest return
on investment.
Essentials of Landing Page
● The page that opens when subscribers or email recipients click on a link in the
email is called a landing page.
● A landing page can be specifically designed for a promotion or a campaign.
● The landing page should have one primary purpose, and any distracting
message must be avoided.
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● If an offer is made in the email, the landing page must confirm it.
● One landing page cannot be used for multiple offers or campaigns.
● The transition from email to the landing page in terms of branding, design,
offer, and message must be seamless.
● The content should be scalable. If the page uses a form, it should seek only
relevant information.
