You can do this measuring your reader response rates to help determine what kind of products/services your readers want, the subject headings that compel them to open emails, and the types of offers that work.

In monitoring the effectiveness of your email campaign, you are primarily researching reader's response to your call to action. How exactly do you measure reader response?

The first indicator is your view rate, or the number of people who actually opened your email. You will also know how soon your subscribers are reading your emails: do they open it immediately, or do they take a week before they can get to it? If only half of your subscribers opened your email, then you better start rethinking your approach.

Your click-through rate is another important indicator. Click-through rate is the number of people who "clicks" on your site relative to the number of email messages you sent out.

If you sent out 10,000 emails and got 1,000 clicks from it, then your click through rate is 10%. One note of advice: when launching an email campaign, be sure to create a unique page in your site for interested visitors.

Having a unique page will allow you to isolate your daily traffic from those who responded to your campaign, making it easier to determine the effectiveness of your campaign.

For many marketers, the conversion rate and acquisition rate are the key measures of a campaign's success.

Conversion rate is call to action, and it depends on your campaign objectives. It may be the number of newsletter sign-ups generated by the campaign, sales of your products, sign-ups for demonstrations, or downloads of your software.

Acquisition rate, on the other hand, measures the number of recipients who became new paying customers.

You also need to keep track of your unsubscribe rate. If the number of people requesting to be removed from your list increases, you need to re-evaluate your email offerings. Are people unsubscribing because of the length, content or frequency of your emails? Has the quality of your newsletter gone down; and if so, in what way?

Get Personal

Personalizing your emails can also increase their effectiveness. It is just human nature: people are more open to you if you address them by their names.

You will then be able to develop a stronger bond with your customer. If used properly, personalization can increase the number of your opt-in list as your subscribers spread the word about your business, improve your sales conversion rates and develop your company brand.

Personalization has been gaining ground among Internet marketers. According to a study done by eMarketer last year, the number of firms personalizing their commercial opt-in emails have grown from 7% in 1998 to 38% in 2000. The number is expected to increase further to 64% this year.

To personalize your emails, you can put your customer's name in the "To" line of their email or insert their name in the greeting, such as "Dear Steve".

If you have the technology, you can even deliver unique content to different subscribers, based either on their preferences or certain demographic factors.

However, avoid personalizing your emails if you do not have the information from all your subscribers or the technology to implement it. If you cannot do it, do not force it.

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