Conversions, KPIs, Measuring Success, and Optimization

• Updated on: 2023-05-24
• Read original article here

Webinar: Email Newsletters: Conversions, KPIs, Measuring Success, and Optimization
When: Tuesday, November 29, 2022
Time: 12:00pm to 1:00pm ET
We all love email newsletters and we know they are an important part of any company’s email marketing mix. But how do you measure success? What defines a conversion? Which key performance indicator (KPI) should you use as your north star? And where do you begin to optimize bottom line performance?
Join members of the Only Influencers Email Metrics Committee and get the answer to these and other questions that you should be asking about your email newsletter program. Spend an hour and you’ll walk away knowing:
What is the best success measure for your email newsletter program, based on your company’s business model
How to define a conversion that makes sense for your newsletter –  and is trackable
Which KPIs you should consider – and how to choose the one that’s the best fit for your program
Why you should test to optimize your newsletter’s bottom-line performance – and how to get started
What the future of email newsletters looks like, with AI, ML, and more
Have questions about email newsletter metrics and performance? Bring them! We’ll have answers!
 
Paul Christmann
Chief Innovation Officer, Rasa.io
5 years ago, Paul Christmann started his journey into the world of email.  With over 20 years experience building SaaS products, Paul led the effort to create rasa’s AI-powered newsletter platform.  As rasa has grown, Paul has championed efforts to measure how increasing the personalization of each individual email can lead to significant improvements in overall newsletter performance.  As Chief Innovation Officer, Paul is now charged with furthering this effort - and exploring how other emerging technologies can build better newsletters.
Paul’s initial interest in software development, and algorithms in particular, started nearly 30 years ago, delivering solutions for aircraft scheduling for one of the largest US Airlines.  He has since brought that passion for building software solutions to many different platforms and industries.  Based in New Orleans, he is also an AVID fan of all things Notre Dame.  Geaux Irish!
Luke Glassner
Principal
Glasner Consulting
Luke Glasner has been working in email marketing for over 15 years. He founded Glasner Consulting in August 2009 to help clients with email marketing strategy and analysis. At the Email Experience Council (eec), Luke led the SAME Project, an industry initiative aimed at the creation and adoption of industry standards for email metrics, in his role as the co-chair of the Measurement Accuracy Advisory Board of the eec from 2008 to 2012. He’s also served as a Judge for DMA/ANA ECHO Awards since 2011 and for the MMA’s Smarties Awards from 2015 to 2019. Luke Glasner earned his Master of Science in Integrated Marketing at New York University concentrating in Marketing Analytics. Prior to NYU, Luke earned his Bachelor of Business Administration in Management at the University of Massachusetts, Amherst.
Founder
MochaBear Marketing
Elizabeth Jacobi has over 20 years of email marketing, digital marketing strategy, and program management experience. Before starting MochaBear Marketing, she led the marketing technology efforts for a CRM agency for more than four years.
Elizabeth also spent 8 years at CheetahMail, where she managed a global team of 10 employees and some of the company's largest west coast clients. Before joining CheetahMail, Elizabeth launched the email program for Paramount Digital Entertainment, the digital arm of Paramount Pictures.
 Elizabeth's experience has included large and small brands, including Harry & David, Tribune Company, Toyota, Sewing Arts, Blue Park Kitchen, Cinque Terre West, and others in the retail and food space. 
CEO, Email Optimization Shop
General Manager, Only Influencers
Jeanne Jennings is General Manager of the Only Influencers community of email marketing professionals and Chair of their annual Email Innovations Summit .
She is also a recognized expert in the email marketing industry and Founder and Chief Strategist at Email Optimization Shop , a boutique consultancy helping medium- to enterprise-sized companies make their email marketing efforts more effective and more profitable.
Her direct response approach has helped B2B, B2C, government and non-profit clients including AARP, Hasbro, Network Solutions, New York Times, Privacy Analytics, Scholastic, UPS, Verizon, and Vocus (now Cision).
Jeanne is based in Washington, DC, she earned her MBA from Georgetown University (Hoya Saxa!), and she is an avid hockey fan (Let’s Go Caps!).
Follow Jeanne on social media:
Twitter: @JeaJen