Email Newsletter Advertising Measuring Cup
How do you measure the effectiveness of advertising in an email newsletter?
If you learned anything from my last post, you took away that it is so important to test, test, test. Advertising is no exception. You can do some very simple AB split tests to determine effectives over a broad range of variables including demographics, geotargets, etc.
What variables can you test with email ads?
- Creative positioning of ads with the HTML of a newsletter
- Overall response rates and their increase/decrease over time based on ad placement
- Click-through rates and segmentation based on demographic behavior
- Return on investment
- Length of an ad
- Text versus graphical ads
Optimizing ads in email can be considered subjective and relies on the knowlege of your email expert team and the creativity of marketing teams with concentrations in online behavior.
Advertising in emails provides many benefits including targetted highly responsive audiences for partners and offers.
Posted by MindComet on Nov. 08, 2005