Using email marketing analytics correctly is what separates regular email marketers from good email marketers. Google Analytics is a powerful website tracking tool, which can be used for campaign tracking as well.
Data from email marketing reports is often misjudged and even misused. Instead of using statistics to improve campaigns, marketers often use email marketing metrics to show the highest quarter (i.e. their boss) that email marketing is, in fact, efficient. Statistics are too often used to make excuses, not to benefit email marketing campaigns. For example, to avoid misuse of statistics, marketing expert Avinash Kaushik suggests an interesting approach to email marketing metrics: apply a “so what?” test to each and every web metric you look at.
Bounced emails are like all the supervillains in the world combined. They reduce your income, make your email support provider bill bigger, and can even cause blacklisting of your entire list. Fortunately, though, things are getting better in terms of delivery for the average sender: an Epsilon study suggests that about 4 per cent of email campaigns were bounced in the 3rd quarter of 2010 (mind that the email bounce rate relies heavily on the industry, though).
Relevant email makes users happy, makes them act, and makes you happy in the end, as sending relevant emails increases the ROI (Return On Investment) of your entire list.
Inactive subscribers are not “neutral” anymore. They can harm your business directly. Besides, reengaging email subscribers is cheaper than acquiring new ones. Actually it is 4-8 times cheaper depending on your products.
If the subscribers aren’t responding to your emails (not reading or clicking through them), is it okay to email them? The short answer is no, because email marketing is a two-way conversation, and emailing to disinterested customers is everything but one-way communication.
Email deliverability directly influences the effectiveness and reach of your campaign: no one can view an undelivered email or click an unseen link. That’s why good email deliverability is vital to the success of your email marketing campaigns.
Email list cleaning is a process that you will need to do regularly. However, if sending email costs virtually nothing, why should we clean our email marketing lists in the first place?
In January 2011, Mailigen finally joined the S.A.M.E. project, and has updated its email marketing platform to meet the standards introduced by this project. The DMA/Email Experience Council’s project, called S.A.M.E. (Support the Adoption of Metrics for Email), has been introduced to create a unified standard system to use in email marketing reports.
The techniques and the small tricks you’ve been mastering, however, are fruitless without any subscribers. Luckily, email list building isn’t that hard once you know the basics.