What are the key stats you track in a campaign?

Just people who responded and bought? Or do you also analyze the people who unsubscribed from your message?

While it is important to generate conversions with your campaigns, understanding who your marketing messages is not working for is just as important.

When you analyze a campaign, track who opted-out or unsubscribed and look out for trends.

Maybe that serious message is not working for a segment of your audience, or maybe the offers you are making is not relevant at all - Change them

Track everyone on your list with a lead-scoring system, and use opt-outs as a gauge for whether the system is working - Narrow down your list

Do this at the beginning of your campaigns and narrow down your list to the 20% that are showing interest in your message. Then hit them with high value offers, that bulky direct mail that’s sure to get opened, or a personal courtesy call.