Just read a great (and quick) article about measuring ROI of email campaigns.
Consider New Methods to Measure ROI on Email Campaigns (B2B) urges marketers to expand their view of ROI to include referrals (lower cost of customer acquisition) and social media integration (product/brand advocacy).
Excellent ideas.
I'd say it's equally important to focus on long-term results -- Return on Objective.
We're finding the problem with ROI in today's "justify every dollar" market is that it becomes so tactically focused. Not that that's a bad thing. Just that it's not a big picture view.
Measure in the moment, yes. Doing so allows you to tweak, refine, improve.
But plan for measurement over the long-term. Return on Objective -- where the campaign gets you after 12 or 18 months -- may provide a better picture of how your overall strategy is performing...
