What metric should a window washing company track to evaluate the success of its email marketing sign-up campaign?

In evaluating the success of an email marketing sign-up campaign, tracking leads is a crucial metric. Leads refer to potential customers who have shown interest in the company's services by signing up for email communications. This metric directly reflects the campaign’s effectiveness in attracting individuals who are interested in window washing services.

Focusing on leads gives insights into how well the email marketing campaign converts visitors into prospects, which is essential for future sales opportunities. For example, if a significant number of leads are generated from the email sign-up, it indicates that the campaign was successful in capturing interest and building a list of potential customers for further engagement.

Other metrics like sales, website visits, and engagement can provide useful information but are not the most relevant for assessing the specific efficacy of the sign-up campaign. Sales would reflect the overall performance of the business in generating revenue, which doesn't directly correspond to the success of collecting email sign-ups. Website visits can indicate general interest in the company but do not measure how many people opted in to receive further communications. Engagement metrics, while valuable, often assess the interaction levels of existing subscribers rather than the initial interest captured by the sign-up process. Thus, leads serve as the most focused and relevant measure for this particular marketing effort.