Looking at your metrics will tell you a lot about how (if) recipients are responding to your email content, but it’s only part of the story. Your emails will also be prompting subscribers to engage through other channels, and that requires a bit of detective work and lateral thinking. It’s worth it, though, as you should find yourself uncovering further evidence of the impact of your hard work. And what it reveals about the different pathways taken by readers on receipt of an email will be fascinating.
This upbeat article from Pure360 gathers examples of what else recipients do and tips for how to start appreciating the wider picture.
This is a topic we always cover on our Email Marketing Workshop, which really works as an in-company course. Not only can we cover best practice in general, but we can also drill right down to your current campaigns. Start your detective work here! Email me on firstname.lastname@example.org if you’d like to find out more.