Tough economic times, tighter marketing budgets and the explosion of social media channels have increased pressure on marketers to be more accountable. And although email marketing is acknowledged to have the highest ROI among marketing activities, the channel continues to suffer from under-investment, lack of staffing and resources, and a focus on volume over relevance.
In this Webinar, you'll learn the difference between process and output metrics, gain a better understanding of how deliverability, frequency and relevance impact ROI, and discover how one marketer measures and communicates email success. Will Stacy, director of marketing for Santander Consumer USA / Drive®, explores key metrics and sample emails that are delivering substantial results, such as reduced call center volume, increased data quality, lower customer communication costs and increased online customer payments.
Presenters:
Loren McDonald, VP of Industry Relations, Silverpop
Will Stacy, Director of Marketing, Santander Consumer USA / Drive®
When: Webinar was held July 16, 2009
Level: Content of this Webinar is targeted to beginner- to intermediate-level email marketers
Target Audience: B2C marketers responsible for email marketing
Timing: Formal presentation approximately 45 minutes, followed by 15 minutes of Q&A
Download the slides
Below are some additional and related resources on Email Marketing Metrics:
- White Paper - Beyond Opens & Clicks: 5 Email Metrics to Boost Results and Prove Your Worth (requires registration)
- Blog post - The Value of Email Goes Beyond "Marketing"
- Case Study - Santander Consumer USA - Combining email and SMS to optimize customer communications
- Digital Marketer newsletter article - Using Email Marketing to Improve Key Business Metrics
- Silverpop Engage - Reporting features and capabilities
