Email Metrics - Outcomes

I recently commented on the Marketing Sherpa blog about email open rate metrics. I mentioned a feature that we have in our email marketing software called outcomes.

Whereas your open rate is not an accurate number, your click rate should be but to get more analysis from the success of your campaign you want to know more than a link was clicked on.

That is where we use outcomes. As an example, if you were promoting a webcast and directing people to a sign-up page it would be nice to know not just how many people you sent to that page from your email but how many actually registered. Using outcomes you can track when that recipient hits the confirmation page. It is an awesome way to show ROI for your email efforts.

here is the official word from the user manual...

Outcomes

inMailBox allows you to track pre-defined user actions that might be outside of the
focus of your campaign message, anywhere on the target website.

You simply place a snippet of HTML code on the page(s) you wish to monitor and if a user eventually arrives on this page (from your inMailBox campaign), the system will capture the event and add it to the information in Report Manager.

- Once an Outcome is defined, it will be tracked in all subsequent campaigns.
- If creating custom code, make sure you first give the Outcome a unique name.
- Copy and paste the code into the target webpage – just under the body tag.