Beyond Opens & Clicks: Optimize for What Matters
Most email service providers enable you to measure the effectiveness of your emails by looking at open rates and click rates. Many also enable you optimize for conversions as well if you activate certain types of tracking with their API.
However, these metrics can be quite short-sighted. Consider an extreme example: if you offer a 99% discount, you’ll surely get a high open rate, a high click rate, and a high conversion rate. For most businesses, this surely wouldn’t be profitable exercise.
Custora connects to both your ecommerce platform and your email service provider. Rather than simply optimizing for opens and clicks, Custora tracks the profit per customer and revenue per customer of each of your marketing ideas.
Look beyond the short term wins and start optimizing your email marketing for what drives profits in the long run.