When Christmas email blizzard has calmed, prepare a cup of hot, tasty drink and take the time to study your email marketing campaign results. If used skilfully, email can become the most measurable marketing channel in the universe. This article demonstrates the key metrics that let you follow the success of your email campaigns. Use your findings to make more powerful email marketing campaigns in the New Year!
How many Dwarfs does Snow White have?
Before you start analyzing, answer the question: “What is the main goal of my email marketing?” Whatever the answer – growing your subscribers list, attracting more leads or converting them to sales – it’s the core of your email marketing strategy.
Once you have established your goal or goals, you have to find out which metrics help you follow the road to reaching them. The primary email marketing KPIs are these:
- Open rate. This figure can depend on your subscribers list, email gathering method, and many other factors. On average, 20% and higher can be considered a good open rate. If it is lower, check: is your subject line perceptible and appealing; is the email topic interesting to the recipients; has the database been updated recently; and are the subscribers segmented correctly.
- Click-Through rate or CTR. This metric lets you follow how many people clicked on a link or a button in your email campaign. It is usually much lower than the open rate and is a much more objective figure that shows if subscribers are actually interested in what you send. At this point, it is essential to craft compelling content and a highly motivating CTA (Call-to-action) button (A/B testing can be a great help). Read more about good open and click-through rates here.
- Bounce rate. These emails have not reached your subscribers. It might be for several reasons – server error, non-existing email address, a full inbox or your email marked as spam. If this indicator is above 3%, your emails might have quality issues.
Mailigen system lets you analyze your email marketing campaigns in a clear and structured way. You can see the key metrics right at the top of the report section. Below you can see detailed statistics for each block and a time chart.
This data shows the overall picture that is critical for analyzing your results. However, it is not always enough to understand why your campaigns perform better or worse than normal. If you want to understand the reasons behind your email marketing results, use contact list reports and discover the activity of subscribers from each email list. It will also help you understand if it is worth sending similar campaigns to the same segments.
You can also export the report in XLS or PDF format to see the success of your campaigns in a convenient way. For in-depth analysis use Advanced Statistics demonstrated below the four key blocks that you can switch. It shows:
- Browsers and devices. The number of different programs is increasing, and your campaigns have to look flawless everywhere. Using the data shown in this section, you can discover, which software and devices are most commonly used among your subscribers, and optimize your campaigns accordingly.
- Geo data. Find out the location of your subscribers with the help of a handy map. This data is important for personalizing the sending time of your campaigns and much more. Tip: Advanced click statistics will be more reliable, because, for example, Gmail can register email opens on their server. This means they will show up in USA even if opened elsewhere.
- Detailed client list. Here you can analyze individual profiles – see their activity, IP address, used devices, opening time and country, etc.
Stuff your gift stockings with valuable tips!
- Don’t judge your email campaign’s success only by the open rate. Even if open rate is the main focus of many email marketers, it can be misleading. For example, an email will count as opened only in case if the embedded image is delivered as well. This can be a problem as many email browsers have blocked images, and a big part of opened emails may not be registered. This metric should best be used in comparison with similar previous email campaigns for the same list.
- Misleading unsubscribes. Similarly, the email unsubscribe rate doesn’t always depict the real situation. A big part of subscribers who actually do not want to receive your emails, do not take the time to unsubscribe. They simply ignore your emails. It is much wiser to use the click-through rate as a reference point for growing or diminishing engagement. However, keep an eye on the unsubscribe rate in a longer time span.
- Extend your potential with Google Analytics. This integration will let you analyze the data on a deeper level – e.g., see how many people visited your website from email, compared to visits from other channels. You can also follow conversions from your email marketing campaign (signups, purchases, etc.), effectively measuring your return on investment (ROI).
May your New Year be full of amazing emails!
After careful examination of your email marketing reports, you will gain a thorough understanding of how your email campaigns fit in your other marketing activities. Remember – in order to be able to accurately assess the yield of your efforts, your email marketing goals have to be measurable! Follow the success of specific campaigns, the overall progress of your email marketing strategy as well as the hygiene of your subscribers lists. Don’t let the huge amount of data scare you – embrace it as it lets you know much more about your audience!