Sorry this blog has been on summer vacation for a bit too long. Let’s fire it back up again with a thought about how marketing folks love to measure campaigns. The more we open marketing up to channels like email and social media the more those that sell these things like to give you nifty tools to measure what your customers and prospects are doing. But, no matter how many ways we have to measure things, the only measurement that means anything is the only real measurement that has ever meant something…SALES!
Email marketers love to tout things like email open rates and click through rates to websites. Direct Mail marketers love to show how visits to websites or phone calls increase after a mailing goes out. None of these mean a thing, if they do not turn into sales. They can like you on Facebook, open your emails and letters then click through to your website, but if they don’t buy, you need to look at why. That may be a hard question to answer.