In Google Analytics, you can set goals and track conversions, which is a great way to know if your website is optimised and performing.
Email will follow suit.
As part of the email creation process you will be asked ‘why’ – what’s the purpose of this email, what tangible and trackable action are you looking to achieve? Is it a specific purchase, download of a white paper, spending 5 minutes on a specific web page, filling out a web form?
Whatever the goal, whatever the action, you will be able to track this and set this as a goal. ROI will be less focused on monetary gain, and more on goal conversion.
This article is from our white paper ‘The Future of Email’. To download your free copy, head to https://mailninja.co.uk/the-future-of-email