How to make email an effective branding channel

27 08 2010

The increased adoption of email marketing and social marketing amongst marketers are the two main factors accelerating the shift from traditional broadcast to engagement-centric marketing. iMedia looks at how effective these different media vehicles are at enabling engagement and meaningful and relevant one-to-one conversations with consumers.

The click-through rates of different engagement vehicles provide a good estimate of how users are actually interacting with the content and advertising on different media.

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27 08 2010
Marketing Wise

There are three main ways we both cost and measure an email campaign: cost-per-click, cost-per-impression (1000), and cost-per-lead. The more strategic metric is, of course, cost-per-lead (CPL). In business terms, marketing accountability is measured in terms of it’s effectiveness in aligning with and meeting higher level business objectives. Cost-per-click (CPC) and cost-per-impression (CPM) are purely activity based metrics, while CPL is contribution to sales, revenue, profitability and growth objectives.

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