Email Clickthroughs Don't Matter; Show Me the Money

Email has always been a vital tool for marketers. In the past, open and click-through rates and post-click conversion were considered standard metrics for successful campaigns.

A recent study by Marketing Scherpa showed a shift toward a financial return on investment. It should come as no surprise that CMOS cited clickthroughs and bounces as indicators of a potentially “healthy” program, the true value was financial return. In other words: show me the money.

It’s hard to measure the return from an email campaign, and almost seven of 10 marketers did not have a method for quantifying email marketing ROI.

CMOs were asked to share the importance of common measurements and their answers were compared to the previous year’s results.

As CMO or senior marketing executive in your organization, how important are the following factors in helping you determine and communicate the value of email marketing programs?

For additional research data and insights, download and read the free Executive Summary from the MarketingSherpa 2012 Email Marketing Benchmark Report.