Hey email marketing friend,
Whenever you read an article praising the benefits of email marketing, it’s likely to quote that for every $1 spent the return is in the region of $38. The elephant in the room is that this figure doesn’t apply across the board, but few articles talk about that.
Don’t worry it’s not you.
Unless you’re in ecommerce email marketing or selling software as a service (SAAS), you’re going to have some trouble finding these numbers. (ROI in ecommerce email marketing is a whole separate topic for another time.)
When you’re selling a service, the objective of your email marketing isn’t to sell directly. Also it may not be possible to determine what conversions are coming from your email marketing efforts because it may not be that simple to track. Someone reading your newsletter might not respond via the CTA or behave in the manner you’d expect them to.
Then what do you do to justify your existence as a marketer or person in charge of email marketing?
Your key takeaway
Identify and monitor metrics that show how your emails are tracking, such as:
- direct replies,
- clicks on the main call-to-action,
- registrations for an event or webinar,
- booking an appointment or a call,
- case study views or downloads,
- forwarding your email / sharing it to social media,
Also monitor the usual key performance metrics like mail delivery, list growth, click rates, unsubscribe rates, open rates (keep half an eye on those for sudden changes which you will want to investigate).
Remember, email marketing isn’t just about making a sale—it’s about building relationships and keeping your audience engaged. When you focus on the right metrics, you’re not only proving your value but also setting up a path for long-term impact.
Resources
What we do
What do we tell our parents we do here? It is difficult to explain exactly. They know it’s something to do with marketing mixed in with IT, so we understand when they ask us to help them with the printer. Mostly we drink coffee, talk on Teams, and listen to music.
But we do have to make a living, so here is what we can do for you…
- Email marketing audits
- Email campaigns
- Newsletter management
- Email production
- Event invitations with RSVP backends
Anything email marketing related really.
Thanks for being here, feel welcome to reach out anytime!
Melaina Gross
PS: Book a call with me.
