In order to get an absolutely clear idea of the profitability of your email marketing campaigns, it is important to analyze the profitability by getting the post-click data. This information should be very important when choosing the core direction of your email marketing campaigns.
The importance of the profitability post-click indicators
Do you want to know whether your email campaigns are profitable enough - analyze the performance of your campaigns by using the financial results of the orders generated online (turnover, revenue, average basket etc).
How to get a reporting containing those financial figures?
A special tag should be integrated at the page of validation of the order (usually so-called https page format). Once placed this tag, you will be able to access to all the information about the orders (how much/ how many...)
As a result you will be able to analyze your overall performance, by getting the following information:
Turnover - the overall sum of money generated by the internet users that had responded to your email campaign. Usually you will get this information per campaign, but it is also possible to get detailed information per user.
Gross margin percentage = (revenue-cost of goods sold)/revenue. This indicator expresses profit as a percentage of the retailer's sales price for the product.
Profits - generally implies total revenue from the generated orders minus total distribution costs. If you have several different products on your website, it is better to put them into different email campaigns in order to get a clear picture of your business.
Another point to take into consideration is that the key idea of an email campaign is to obtain new clients. In order to get a precise idea of the new recruits, it is advised to reduplicate the value of the acquired client, by distinguishing the groups of new clients from the loyal clients that are making a re-purchase. This can be done by indicating the period of the life of the "cookie" (for example, 30/60/90 days).
What next?
Analyze the performance of your campaign and choose your next strategic steps:
• Boost the best performing campaigns
• Clean and analyze the recipient list of non-performing campaigns
• Optimize the non-performing campaigns by developing more convincing offers and campaigns
Synergie of Quantitative VS Quantitative Impacts
Any direct marketing campaign has its influence on the overall performance of the company. These impacts can and should be measured in order to provide high quality service adapted to the demands of its customers.
Basically these impacts can be divided into two groups:
- Quantitative
- Qualitative
The quantitative impacts are usually easily distinguished and can be measured (increase of sales/ traffic/ openings etc).
On the other side there are always several indirect qualitative impacts that can seriously change the perception of the campaigns and as a result the attitude to services/products of the company.
What is this "invisible" type of factors that has such a powerful effect on your overall business?
It is the Brand Image that can help you improve your performance both online and offline.
Do you want to know the opinion of your recipients about your Brand - measure their perception of your brand.
