The Importance of Measuring Email Marketing Success
Before going any further, it is necessary to answer what measurement actually refers to and why measurement is conducted. The following is the benefit of doing an assessment of the success of the email marketing campaigns.
Tracking the right metrics allows you to:
- Determine what’s working for your campaign, and, on the other hand, discover what isn’t working.
- Optimize your campaigns to work efficiently if you wish to amplify the outcomes.
- Get a positive rate of at least ROI.
- Make data-driven decisions.
Key Metrics to Measure the Success of Your Email Marketing Campaigns
To gauge the effectiveness of your email marketing campaigns, you should monitor the following key metrics:
Open Rate
The open rate is right there on top of the list of the very basic but none the less critical rate to track. This depicts that the percentage of receivers who opened your particular mail out of the total number of mails sent. A high open rate therefore means that the subject and preview used are good and that people receive the content as important.
How to Improve Open Rates:
- Since the kind of responses that you are going to get will be different, it is important to come up with best and robust subject lines.
- It is best to attempt to make the body of the email more friendly and personalized.
- Perform A/B testing for different subject lines and employ two different headlines in the same mailing.
Click-Through Rate (CTR)
The click-through rate is the rate at which people who received the email or saw the subject line of the email proceeded to click the link in your email. This type of marketing metric is closely related to the objective of your email marketing campaign, which is achieving the business objectives. Also, in contrast to other marketing communications, in the email marketing campaign, the level of messages’ open rate is widely used as a measure.
How to Improve CTR:
- CTAs should be strategically located in your email, with a preference for a single area of the email.
- As well, it is crucial to remember that an email sent has to have its content valuable for the recipient to read.
- Use visually appealing designs with mobile responsiveness.
Conversion Rate
Conversion rate is the rate of number of email receivers who finished the desired action, like making a purchase of your product or signing up for a webinar and many more. Increasing this metric totally depends on the effectiveness of your email marketing campaign in driving business goals.
To improve the conversion rates, it is necessary to do the following boldly:
- These should be presented in the body of the e-mail in the manner that will fit into the overall picture of the user journey.
- Advertise with obvious and insistent benefits.
- Effectively contribute to the simplification of the conversion process through efficient and advanced marketing platforms.
Bounce Rate
Expressed as a percentage, the return rate is the extent to which messages are not delivered to the recipient’s mailboxes. There are two types of bounces: A bounce message can be soft, messages that can be delivered at some time other than the current time due to various reasons such as an in-box full and others), and hard bounces are those messages that cannot be delivered in that specific time due to various reasons such as having an invalid address.
Here is the list of guidelines that will help to ease the process of reducing bounce rates:
- It is important to always maintain and refine the listing of the emails gathered.
- Use highly effective email marketing campaign software to validate email addresses.
- Segment your audience to target active subscribers.
Unsubscribe Rate
The unsubscribe rate is therefore the overall ratio of the total number of people who opted to move out of your email list after having read the mail you sent out. A certain amount of people is likely to unsubscribe; however, we can reinforce possible serious reasons for the subscribers’ actions in case of high free level of unsubscribes.
Find out how to minimize the number of subscribers who opt out of receiving your emails,
- Make sure to send targeted and relevant content
- Never flood your audience with emails.
- Instead of providing an option for unsubscribing, provide an option through which the user can get to control the kind of emails being sent to them.
Email Sharing/Forwarding Rate
This metric is used to determine how often your emails were forwarded or shared by the addressee. It also means that you widen your coverage and introduce new people to your brand, so to speak.
How to Encourage Sharing:
- On the emails, that you send, it is important to make sure you include social sharing buttons.
- Create content that will be worth sharing and that will provide value to the audience.
- This can be in form of an icon stating ‘Forward to a friend’ or a written message on the body of the mail requesting the recipient to forward the email to his friends or colleagues.
Return On Investment, ROI
In the context of the potential success of email marketing, ROI appear as the most suitable for measuring the extent of success. It is one of the efficiency measures that is arrived at by dividing the revenue that is generated by your email campaigns by the cost of running them. A positive ROI indicates that your campaigns are profitable.
How to Improve ROI:
- More prominence to the campaigns that yield the preferred result.
- Keep experimenting and periodically optimize with respect to what constitutes success in the measures pertaining to it.
- Switch to the more capable email marketing services that include prospects of a higher level of targeting and personalization.
Leveraging Email Marketing Campaign Software and Services
When it comes to evaluation and optimization of these indicators, however, the selection of the appropriate email marketing campaign software is a matter of utmost importance. All email marketing campaign tools, as well as the email marketing platform, come with in-built tools to track these metrics in a very easy way. Also, opting for email marketing services can be useful for getting professional advice and suggestions about the course of the campaign.
Wrapping Up: Measure, Optimize, and Succeed
Therefore, it is important that you need to be able to understand and measure the parameters of your email marketing campaign. Through tracking and analyzing these parameters, you get to see what is effective as well as what is ineffective, that way enhancing the effectiveness of your strategy.
If you have a stand alone email marketing campaign software or a complete email marketing platform like SendImpactt, the principles along with the right tools and data will help you to attain your marketing objectives.
Interested in having higher success rates in your email marketing campaigns? Get in touch with SendImpactt today to know how a number of our email marketing services can assist you in achieving your goal!
