“My open rates and click through rates have dropped”.  Jenny explained how she used to constantly get increased success in her email marketing campaigns.

Jenny is an ultra experienced and highly intelligent marketer.  She runs the online marketing for an Irish online retailer and has sent more email marketing campaigns than most; yet she still craves for higher open rates, click through rates and more opt-in subscribers to her email promotions.

On review, it appears that Jenny is comparing the open rates of her Back to School offer with that of her Father’s Day promotion.  One email appeals to mothers with kids between the ages of 4 and 12 and the other appeals to anyone with a Dad still alive.  The first email has four embedded links; the second email has eleven links. So how can you compare these campaigns?  You can’t!  Not even sales converted or revenues earned is a worthy metric for comparison.

1 million click throughs Booohahahah!

The new metrics of email and online marketing are based around your audience and your influence over this following.  How many times do they blog about you, re-tweet your content, recommend you to others?  What level of engagement are you having with your followers, friends or fans and what is the quality (not quantity) of your following?

Audience, their loyalty, your influence and engagement levels are all measurable.  They are a true comparable measurement of your marketing skills.  This new method of counting exposes those that are just collecting names compared to marketers that gain a following and who show uniqueness and leadership.

For Jenny it’s a numbers game of hits and clicks.  The new count is much more revealing.