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Measuring Marketing ROI - Is my email marketing working?

By Tim Prizeman, Director - Kelso Consulting (Public Relations agency)

If you are one of the professional partnerships that sends out a quarterly or so email to your prospects with lots of images and a long list of items, this article is for you.

Do you usually read such emails when you get them?  Me neither!

They usually look really spammy.  It surprises me so many professional services firms still send these out when they would not dream of bothering to read such an email themselves.

If you are doing such emails and are getting amazing open rates and interaction with people on your mailing list, then ignore the rest of this blog - but do leave a comment below as I would love to know how you are achieving it! 

But if your emails aren't working , or if you simply don't know what effect your email marketing is having, read on.


Get the data on what is and isn't working

For quite some time, most email marketing software packages will give you pretty detailed insights on how successful your emails are.  Not just the numbers of people who have opened your emails and clicked on links , but what each reader did.

Clearly this sort of intelligence is hugely useful, not just in terms of answering big questions about how effective a particular email was but also providing insights on which specific prospects are most engaged with you, and which ones are in "buying mode" and worth a follow-up call. 

If you are not getting it, task someone at your firm with creating a report on the impact of your marketing emails (sent, opened, links clicked, etc so you can see what has worked, what hasn't, what to do differently and whether it was worth all the effort).


Be clear about your purpose for marketing emails

Do you have a clear purpose for your emails? For instance, do you want recipients to click something to download a report?  Do you want them to register for an event?  Do you want them to respond to you in some way ?

Make sure your emails have such a clear purpose and a strong "call to action" so the reader has something to do if your email appeals to them.

Vague objectives will invariably lead to emails that create little impact... so be clear and specific about what you want to achieve, and design your email marketing to achieve it.


Several short emails better than a long one

Emails with several items and various "call to actions" invariably have declining rates of engagement the further something is down the email.

So, rather having a long and infrequent email with everything bundled together , your email marketing will be far more effective with frequent but succinct emails ... ideally only going to subscribers they are particularly relevant for.


Make changes based on data not gut feel

If you are still finding your emails generate very low response or engagement rates, you are now in a much better position to start making technical and editorial changes to improve responses and assess what works best for your firm and the people on your mailing list.


Does your website generate a regular flow of new and relevant subscribers? Building up such a list is one of the best ways to ensure your email marketing is relevant and is going to people who have opted in and are interested enough in the subject to have requested emails from you!

If your website is not working well, click here to see our article on getting your website working effectively as a lead generator.


If you are looking to improve how you measure the ROI on other aspects of your marketing, see our other articles by here.



Topics: Marketing, Return on Investment, Marketing ROI, Inbound Marketing, Email marketing

Tim Prizeman, Director - Kelso Consulting (Public Relations agency)

Written by Tim Prizeman, Director - Kelso Consulting (Public Relations agency)

Director of Public Relations agency Kelso Consulting. We specialise in working with B2B tech companies, management consultants, financial and professional firms to help them build business-winning reputations. We do this through award-winning PR skills and a proven approach to creating high-impact thought leadership campaigns. I am the author of The Thought Leadership Manual: