Analyzing email marketing campaign results is as important as emailing campaigns. Email campaign tracking and reporting is a stepping stone for improving your performance and subscriber engagement. However, the analysis doesn’t stop with open rates and click-through rates. Measuring email campaign success involves a much deeper understanding of statistics.
Every campaign should start with an analysis of the results of previous campaigns. Generally, email marketing campaign analytics include open rates, click-through rates (CTR), unsubscribes, bounces and other statistics, which you can see in the general panel of Mailigen reports. Recently, we launched a device, browser and geo-location reporting that provides you with in-depth information about subscriber activity.
Email open rate
Mailigen customer data for 2014 shows an average open rate of 21.72%. If the open rate is well below the average percentage, you should review the following fundamentals:
- Is your email database clean and up to date?
- Is your audience targeted and segmented enough?
- Is the subject line adequate, straight to the point and informative?
- Is the ‘From’ field clearly defined and personal enough?
- Are you following the rules of CAN-SPAM regulations?
- Do your emails provide value for customers?
Email click-through rate
Current Mailigen data shows an average click-through rate of 3.3%. Hence, the CTR relies heavily on the composition of your email content, how well you write, how motivating your call to action button is and of course, the offer itself and how relevant it is to your audience.
If email open rates are highly dependent on the ‘Subject’ field, then email click-through rates depend on the success of your call to action. In the new Mailigen Drag’n’Drop email template editor, you can easily create call to action buttons, while our A/B split test will help you to decide which of them works best for your email campaigns.
In addition to email campaign reports, you can now profit from our new contact reports to better understand your audience engagement.
Next, you have a look at the unsubscribe number. If this number has soared for no apparent reason, you may be sending emails too often or need to rethink the branding of your newsletters.
Sending time is crucial. Are your subscribers located in a single time zone? Are they geographically spread out? What sending time generates the most opens? Use our newly launched Time Match feature for sending emails to subscribers located in different time zones.
As a rule, you shouldn’t send business emails on Monday mornings or from Friday to Sunday. At these times, emails are more likely to drown in an already full Inbox. As for the “ideal” sending time, determining this is entirely deductive – simply follow what works for you and experiment a little. Use our A/B split test to find what time works best for your email campaigns.
Analyzing email marketing campaign results doesn’t stop after having reviewed the obvious factors. A good email campaign analysis tool will also inform you of other important factors. For example, the average time spent on a website (or not spent) is a good indicator of how well your landing page is integrated with your email campaign.
If the time spent on your site is too small (or many users bounce), you may want to adjust the design and content of your landing page to look more like your emails.
If the time spent on your landing page is long, but there are still few conversions, you may want to add clearer calls to action. The email call to action should create a sense of urgency within the reader. Long time spent on the website indicates interest, but also shows that readers can’t make up their minds (hint: it’s you who has to make up their minds).
What should you do with this data? An email campaign report is merely a guide from which you have to extract useful information. You should divide your users into segments according to the data you have analyzed. You can, for example, create a separate email marketing landing page for users who spend a lot of time on the landing page and include urgent calls to action in the page. Here, you need to decide what you need to correct and why. Be careful though and pay attention only to the “big picture”, as individual statistics are what they are: simply numbers.
When all is said and done, you’re finally ready to send out your new and improved campaigns. Go ahead, send them! Then learn from the results once again. Analyzing email marketing campaign results is a crucial part of email marketing. It’s a long-term process that involves long-term thinking and focuses on long-term results. Nonetheless, email campaign analytics ensures steady improvement and eventually achieving set goals.
By continuously improving your campaigns, you’ll be able to achieve the long-term results everyone wants. Each time you analyze email campaigns you’ll become better at recognizing all the subtle aspects that make an email marketing campaign successful. Our experts at Mailigen are also here to help you with email strategy development, campaign management and email marketing campaign analytics.
This blog post was updated on October 15, 2014 with information from the newest Mailigen email campaign analysis tools and email marketing statistics for 2014.