What Really Matters When Measuring Email Marketing Results
It’s important to pay attention to the numbers in your email marketing. But there are some things that are more important than others. Your email marketing will work better each time you fix any problems discovered via the types of data listed below.
Open Rate
Not only should you know your open rate, but you should also know some specifics about your open rate. For example, what time and date get more opens? What topics get more opens? This information can help guide you going forward if you pay attention to it.
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Engagement
Do people respond to your email? What do they say? You should definitely use an email where your list members can simply hit reply. This is going to leave you open to getting your audience’s opinion on the spot, and you’re more likely to hear from them this way.
Click-Through Rate
How many people open the email, then click through to your offers or calls to action? This is important because if you have a high open rate compared to a low click-through rate, or a high click-through rate and low conversions, you can analyze this information to figure out why.
Conversions
How many conversions do you get on average for all your offers? How many conversions did you get on a specific offer? What is the difference between the emails that convert compared to those that don’t? All this information can help you improve.
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Bounce Rate
This is very important to pay attention to because if you have a high bounce rate, your email autoresponder solution may punish you by ending your account. This is a good way to ensure you have good list hygiene.
Complaint Rate
Most people don’t realize they can look at complaints and reports on their analytics for their autoresponder to find out if they’ve been reported. Plus, you can look in your email too. If you’re getting a high number of complaints about anything, it’s important to pay attention. It’s hard to look at complaints but it can help you improve. You can’t please everyone all the time, but you can improve to get close.
Spam Percentage
Before you send an email, your autoresponder will alert you to your spam percentage. It uses words, subject lines, and the information in the email to determine your spam rating. Try to keep this very low so that spam filters don’t get triggered and send your message to spam.
Email marketing still works and works great. But, you do have to stick to the basic rules of engagement. Send information with subject lines that aren’t tricky, don’t spam your audience, and make good offers that solve problems, and you’ll get better results every single time. Use the analytics so that you can improve.
