Email Marketing Metrics: How Important Are They?
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One of the many advantages of email marketing is that it provides measurable metrics.
To run a successful email marketing campaign, you should monitor and comprehend email statistics such as Open Rate, Click-Through Rate (CTR), recovery rate, and so on. Understanding these metrics will enable you to improve the effectiveness of your email marketing campaign and achieve better results.
1) Basic Email Metrics to Consider in Every Email Campaign:
Open Rate – that's the entire number of emails opened (in HTML format) divided by total emails delivered/distributed.
Click-Thru Rate (CTR) – calculated because the number of unique clicks on links within the email divided by the number of emails opened. It means what percentage of people interacted together with your email.
Bounce Rate – represents the entire number of emails that weren't delivered and bounced back. There are several reasons why the e-mail was rejected like the e-mail address is not any longer valid, a server filtered the e-mail out, or the recipient’s mailbox was full and over quota.
Based on your unique email marketing campaigns objectives, you'll measure more advanced statistics such as:
*Number of Emails Open supported Region/Country
*Number of Click-Thru supported Region/Country
*Number of Sales supported Region/Country/referring URL
*Conversion (Click to Sales) Rate
*Total Revenue per campaign
2) What metrics should you emphasize?
Well, this depends on your campaigns objectives. Open rate may be a vital indicator to some extent however to urge a far better picture of your campaign performance, it should be analyzed together with other metrics – like click-through rate (CTR) and click on to action rate (conversion rate).
Why is that? Because CTR and conversion rate are ready to tell you ways many recipients took an action you wanted them to require, like purchased your product, signed up to your newsletter, downloaded the whitepaper etc. Whereas the open rate will only tell you ways many of us read your email. So to live the effectiveness of your message, you would like to travel beyond the open rate right down to the action level.
3) How can I increase my Click-Through Rate (CTR)?
Savvy email marketers not only want to urge the e-mail to open and skim but also want to understand what percentage people clicked through (measured by CTR) and that they want this number to be as high as possible. There are few key points in each email you ought to review because they critically influence the open rate and CTR. Those are:
The following is the subject line and greeting:
Make your subject line attractive. The subject line is one of the foremost important factors which will affect your email campaign results. However, please don't over “optimize” your subject line otherwise it's going to appear as if a spam email and therefore the client could delete it without opening it. Keep the topic line short and specific, and if the possible address the subscriber by his/her name.
Enticing offer:
It should be obvious from the primary paragraph what you offer also as to why the offer is vital to the recipient and the way he/she can enjoy it. the primary paragraph should grab the eye so don’t write it too long. Include your offer at the top of your email, and make it appealing to the recipient (discount and free offers usually make users click).
Call-for-action:
Always include the “call-for-action” button or link to instruct the user to click for more details.
Spam issue:
“Spam” issue may affect your successful open rate tremendously. Most of the ISP and hosting companies have implemented the “spam filter” which will filter suspected spam emails. Please attempt to avoid using any common suspected spam words like “free offer”, “money”, “30-day guarantee”, “free trial”.
Design and organization of the message:
Use the same colours and pictures in your emails; this may help people recognize your brand. once you have a lengthy message, attempt to include interactive links so people can access more information through your website. Also, only a few people read the e-mail word by word, most readers just scanning the message to quickly determine what’s in it for them. Keep this in mind and structure your email – include headings to separate the message and use bullets therefore the reader can easily see listed features or benefits.
Today’s readers are busy people and it always takes them just a few seconds to decide whether to read your message or delete it. To construct your message carefully and monitor your email statistics to seek out out what works best for your business.
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