WalkerTek Blog

How do you measure your email broadcasts?
Are you measuring value, ROI, cost?

Here is the down and dirty:

Design + Distribution = Cost
New Work – Cost = ROI

This formula works great if you can attribute a direct sale to a specific email broadcast, but many of our B2B clients can’t do that.

You need to measure email as an overall part of your marketing and treat it like traditional print or billboard advertising. That’s why we strive for Top Of Mind Awareness (TOMA) — so when people have a need, they know we offer the solutions they’re looking for.

Our goal when sending out emails is to build a loyal following by providing value to the recipients. Value can vary for different clients. We may offer industry information, conduct research and engage our loyal following by asking them to support us when the time is right.

We look at email broadcasting as building a relationship with customers. We want them to be interested in the content they receive. If they aren’t, they won’t read it–which doesn’t help anyone.

In short, we don’t usually measure email effectiveness in terms of sales, but rather by terms of engagement. If you send a broadcast with valuable content that gets a consistent open rate, over time, the awareness you’re creating will turn into sales.