Campaign Success: Email Attribution Models and the Value of the Halo Effect for Conversion
Looking for some insights on how to think about email attribution, the different models, and ways to track? You've come to the right place.
Attribution
Attribution is how you connect revenue or signups back to the emails and touchpoints that helped cause them. It helps you see which campaigns actually drive results so you can spend time and budget on what works.
Attribution is the way you connect a signup or sale back to the emails and messages that helped it happen. It shows which touchpoints in the customer journey gave someone the push to move forward. Instead of guessing, you can see which campaigns played a real part in the result.
This matters because most people see more than one email before they buy. One email might grab attention, another might answer a key question, and a later one might drive the final click. Attribution lets you give fair credit to those steps so you know what to keep, what to improve, and what to stop.
A simple starting point is to track which email someone clicked before they purchased and how long it took them to buy. Look at revenue per campaign instead of only opens or clicks. Over time, you can test new sequences, compare their impact, and shift more send volume toward the emails that reliably bring in revenue.
Related Terms
Multi-Touch Attribution(MTA)
Multi-touch attribution tracks all the marketing touches that lead to a sale and shares credit between them. It shows the full path a customer takes instead of only the first or last click.
Learn more →AMP(AMP Email)
AMP is a Google tech that makes emails interactive, so people can do things like submit forms or browse products without leaving the inbox. It only works in a few email clients, so you always need a normal HTML fallback.
Learn more →Campaign(Email Campaign)
A campaign is a planned set of emails that work together toward one clear goal. Each email supports the same outcome and is sent to a defined audience over a set period.
Learn more →Customer Lifetime Value (CLV)(CLV)
The total money a customer is expected to spend with your business from their first purchase until they stop buying. It helps you decide how much you can afford to spend to win that customer and keep them coming back.
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