Normally, the revenue generated by email can be measured in two ways. Either through Analytics after having properly tagged the URLs of the emails, or through the tracking system of the email delivery platform we chemical manufacturers email lists are using. Our experience tells us that it is advisable, as far as possible, to combine both methods. Although there are always discrepancies, the conclusions we reach by analyzing two different measurements will tend to more adequately reflect reality. This view of conversions can be complemented with a temporal analysis of the impact of emailing on sales. Let's see it in the following example.
In this particular case, what we did was calculate the average daily revenue on the days when there had been no Email Marketing actions on the one hand, and on the other hand on the days when there had been Email Marketing actions. Since the effects of an Email Marketing action occur not only on the day of sending, but also a few days later (we are not addressing the longer-term impact here, this issue deserves a separate reflection), we decided to establish a 72-hour window from the time of sending. That is, we calculate the average daily revenue on the day of sending + the 48 hours after and compare it with the average daily revenue on the rest of the days of the month.
impact of email marketing on sales
We see in this analysis that, except in April, in the rest of the months the average daily income of the days in which an Email Marketing campaign may have had an effect, are higher than the rest of the days of the month.
This is not an in-depth analysis, since it does not take into account other factors such as seasonality or the type of commercial offer. It also does not measure the impact of email marketing in the medium and long term, for which Lifetime Value is the appropriate metric ( in this ebook we tell you how to calculate it ). However, to visualize the impact of email marketing on sales in the short term it is an appropriate method. In addition, complemented with the more direct metrics of ROI per campaign, it allows to better calibrate the specific weight of email in the set of marketing tactics of the organization.
