Email Marketing 101: Metrics That Matter
The metrics to pay attention to when measuring email marketing success.
So much work goes into developing a successful email campaign. From creating the perfect design and a catchy subject line to making sure that your images stand out as soon as your email is opened, every single element plays a role in the success of your campaigns. The results you see after you send your campaign out however is what really matters.
Tracking email stats
Keeping track of your email campaign results is a crucial step in the email marketing process. Your email stats will help you determine what’s working and what needs to be adjusted.
Investing in an email marketing service that can provide you with detailed reports is one of the best decisions you can make for your business. In the long run, these reports are going to help you increase your turnover and grow your business.
Email metrics that matter
Once you have a detailed report in front of you, what metrics should you be paying attention to in order to adjust and improve your campaigns?
Your open rate is based on the number of people who opened your email versus how many emails you sent out in total. A low open rate could be an indication of two things. Firstly, your subject line could be the reason why recipients aren’t opening your emails. A/B testing your subject lines is the best way to find out what’s working. Your sender address could be another reason why your open rate is low. Recipients usually respond better to addresses that come from a person or a company, no-reply or sales related emails addresses tend have lower open rates.
Your click-through rate tells you how many email recipients clicked through to a landing page on your website. The average click-through rate is generally between 2%-3% but this will also depend on the industry you’re in. A strong click-through rate shows that recipients are interested in what you have to offer and would like to find out more. If you’re seeing a low click-through rate you might want to decide whether your call-to-action is strong and clear enough, and if you are offering the recipients enough value.
In order to improve your click-through rate, set a clear goal before you start developing your next campaign so that your subject line, design, copy, call-to-action and images are all geared towards that particular goal.
A conversion rate shows how many email recipients took a specific action on your landing page versus the total number of emails you sent out. Examples of a conversion could be anything from downloading an eBook to buying something from your online store. In order to increase your conversion rates, ensure that the information you have supplied in your email is carried through to your landing page. The user should be very clear on the next step they’re about to take, and should feel comfortable doing so.
Your email campaigns should never have a high bounce rate. A high bounce rate is a clear sign that you need to scrub your email list in order to get rid of any invalid or non-existent email address. By not practising email hygiene you’re increasing your chances of being blacklisted and marked as spam. This is one metric that you should always be keeping an eye on. Implementing a double opt-in process will also help reduce your bounce rate.
While it’s quite normal to have some recipients unsubscribe from your email list, if your unsubscribe rate is growing at a rapid pace or it’s increasing monthly, it might be time to change things up. A high unsubscribe rate could be the result of a high email frequency, irrelevant content or the recipient simply not receiving enough value from your mailers. To counteract a high unsubscribe rate try segmenting your email list using subscriber reports so that you can better cater to their individual needs.
Originally posted 2018-02-26 22:01:50. Republished by Blog Post Promoter