Re: Email conversion rates definition -- conversion of exactly what?
ALEX CHUDNOVSKY <alexc_at_jungle.com> WROTE:
>I am just a bit curious if there is one definition of
>conversion rate in regards to email marketing. My current
>one is:
>Conversion = Number of Orders Placed / Number of Clicks.
In my experience as an email marketer, I generally tell
clients that the conversion rate for email campaigns is
calculated as the total number of completed sales as a
percentage of total click throughs for all links in the
email message. However, a good email deployment vendor
will also give you additional information after your email
campaign, such as the click-through rate for each URL in
your message, how many "pass-along" clicks you received
from those who forwarded your email message and how many
of clicks were made by a person clicking more than one URL.
This is valuable information which can help you determine
a true or "unique" conversion rate to your website. A good
pass-along rate can also give you a sense of how valuable
your message is which can indicate the impact and
effectiveness of your creative and/or offer. And with the
use of web bugs (1x1 invisible pixels that track when a
specific HTML page is opened and viewed in a browser) on
the confirmation or thank-you page of your website
shopping cart, you can ensure that sales are generated as
a direct result of a specific email campaign.
Chris Charlwood
President
Charlwood eMarketing
tel: 416.413.9196
email: chris_at_charlwood.com
http://www.charlwood.com
Received on Tue Mar 20 2001 - 05:38:39 CST
