Friday 14 June, 2013
How do you succeed at email marketing? It’s not by making incredible offers or writing excellent subject headings, but rather by monitoring your analytics closely to see what works and what doesn’t. In other words, you can send anything you want to your list. The important thing is to see how your list reacts. If they react well, rinse and repeat. If not, it’s back to the drawing board.
You can keep track of your email marketing campaigns through metrics provided by your autoresponder software program or web analytics programs. The only problem is that there are a gazillion different metrics to watch. There are 5 key metrics and here are the things they tell you.
When an email message can’t be delivered, it’s ‘bounces’ from the recipient’s email inbox. The bounce rate tells you how many of your messages are doing this. This means you need to clean up your list. You have email addresses that are no longer valid. You should clean up your list as soon as possible because ISPs consider a high bounce rate a sign of spam.
The delivery rate is similar to the bounce rate because it tells you how many messages are getting through. But it’s different because it excludes messages that are going into spam folders. If you have a low delivery rate, you need to fix your messages so that they no longer look like spam. Your autoresponder program will have an indicator that tells you the likelihood of a message being considered spam and how to reduce this likelihood.
Open rate simply tells you how many messages are getting opened. It doesn’t tell you how many are getting read, resonating with readers, or acted upon, so it’s not as vital an analytic as it sounds. But if you have a low open rate, it means your subject line isn’t drawing your list members in. Try making it better.
Click Through Rate
This is a valuable analytic because it tells you how many people who open your message are clicking the link you want them to click. If your click through rate is low, it means you need to improve your message content, and especially the call to action. If your calls to action are good, they’ll click through.
The conversion rate goes all the way to the web page where the link leads them. It tells you whether they’re buying, downloading, signing up or performing whatever other action you want them to perform once they hit your site. If the conversion rate is low, it means the site isn’t delivering what they want.
List Growth and Unsubscribes
One more metric you should keep an eye on is list growth. This tells you how many new people are signing up minus how many are unsubscribing. But remember that size of list isn’t important. It’s how engaged a list’s members are. Only worry about list growth and unsubscribe rate if you notice a dramatic change for the worst. A healthy list should keep steadily growing.