A word on email marketing, web analytics, metrics and key performance indicators

A while ago, I wrote about a survey by Alterian that found that 42% of respondents said they don’t incorporate clickstream and web analytics data into their customer and email database.

Now, I’m often using words such as KPIs, ROI metrics and metrics in general on this blog. I realize this could cause some confusion. That’s why in this post, I’ll tackle the difference between metrics and KPIs (Key Performance Indicators) and metrics.

A typical example of a metric in email marketing is the click-through rate or CTR. In web site analytics a typical example is the number of unique visitors.

To analyze and improve the results of your online marketing efforts, you need web analytics and workable parameters regarding the impact of your strategies on your online business and your business in general.

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Email marketing: tips for the subject line

As you probably know, the subject line is crucial in email marketing. It’s one of the main elements, even the most important element, that will make a recipient open your email or not. 

And it’s important from a deliverability viewpoint.

Keep your subject line informative, relevant and compelling. Create curiosity and intrigue. Build trust and always write your subject lines with your recipients in mind. 

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