Don't Forget Profit When Tracking Email Metrics
But a problem arises when you look closer at these numbers and calculate profit per email delivered. The campaign generated 720 orders, but had to give away $33 per order due to discounts and promotions. Coupled with the $1,000 cost to execute the campaign, it only generated $440 profit, or $0.0044 per email delivered.
This is why you need to analyze profit per email delivered. In the example of the campaign without a promotion, $0.095 per email delivered was realized. With a marketing promotion, every metric looks better, except for profit per email delivered — the most important metric of them all.
Marketers must focus on profit. Real-time, easy-to-calculate metrics are leading you down a path that may not be the most profitable one. Calculate profit to get a true evaluation of an email campaign's success.