2015: The Year of Email Marketing Impact Measurement
- AUTHOR Bonnie Crater
- January 14, 2015
- No Comments
Measuring the success of email marketing campaigns has traditionally been measuring clicks and opens. But that’s not the best practice according to Howard Sewell in his blog How to Measure Email Success in 2015: A Call to ROI.
I agree with Howard’s notion that the first step is to implement your marketing automation solution and the integration with Salesforce so that responses can be easily passed on to the sales organization. The next step is to get a marketing performance management system such as Full Circle so that you can track the outcome of every response with sales.
Making Salesforce the system of record for your marketing results makes a huge amount of sense. Salesforce is where the sales people track deals and where the management looks to understand pipeline and revenue. So if the marketing results and the sales results are in the same system, it’s infinitely easier to communicate plans and progress between the two departments. With all the data in one place, everyone is working off the same information whether it be funnel metrics or campaign influence metrics.
So with email marketing, report your clicks and opens through the marketing automations system but when it comes to pipeline and revenue tracking, use Salesforce reports and dashboards.