Al Gadbut describes how email marketers probably don’t have an idea about the volume of sales an email campaign drives. He believes that the more complex the product or service is, the more likely marketers are to be severely low-bailing the channel.

Marketers often track the wrong numbers. There are invisible factors that don’t make themselves into the equation. For example, readers might get your email but respond to buy the product through a retail location.

Gadbut suggests that marketers supress 20% of the addresses from both email and postal mail going out at the same time. So, 60% of the marketer’s database gets both postal and email, 20% gets only email and 20% gets direct mail.

This approach give us a good indication about what sort of conversions we have got through each marketing medium.

Of course, each campaign has to be tracked separately for this method to be accurate.

Source: DirectMag.