Email marketing is one of the most effective digital channels, and is a top priority for the cinema organisations as it is much cheaper and more reliable than social media. All Cinema Consortium organisations use Mailchimp to manage their email marketing.
| Framework | Metrics |
|---|---|
| Size of audience | Size of list, growth in list |
| Engaged audience | Open rate, click rate, unsubscribe rate. Engagement on site from email channel |
| Results | Conversions, conversion rate, avg value |
Other useful metrics
| Metric | Why? |
|---|---|
| Bounces and bounce rate | Demonstrates health of list - a high bounce rate indicates a lot of out-of-date subscribers |
| Emails sent per year | Shows frequency of contact - organisations should be aiming to stay in frequent contact with their lists, with at least one contact per month |