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One of the great benefits of email marketing is that it delivers
measurable metrics. To run a successful email marketing campaign, you
need to monitor and understand email statistics such as Open Rate,
Click-Through Rate (CTR), Bounce Back rate etc.
Understanding these
metrics will allow you to improve your email marketing campaign and
achieve better results.
1. Basic Email Metrics you should evaluate in each email campaign:
Open Rate – that is the total number of emails opened (in HTML
format) divided by total emails delivered/distributed.
Click-Thru Rate (CTR) – calculated as the number of unique clicks
on links in the email divided by the number of emails opened. It
basically means how many people interacted with your email.
Bounce Rate – represents the total number of emails that were not
delivered and bounced back.
There are several reason why the email was
rejected such as the email address is no longer valid, a server
filtered the email out, or the recipient’s mailbox was full and
over quota.
Based on your unique email marketing campaigns objectives, you can
measure more advanced statistics such as:
- Number of Emails Open based on Region/Country
- Number of Click-Thru based on Region/Country
- Number of Sales based on Region/Country/referring URL
- Conversion (Click to Sales) Rate - Total Revenue per campaign
- Return on Investment (ROI) per campaign
2. What metrics you should focus on?
Well, this really depends on your campaigns objectives. Open rate is a
very important indicator to some extent however to get a better picture
of your campaign performance, it should be analyzed in combination with
other metrics - such as click through rate (CTR) and click to action
rate (conversion rate). Why is that?
Because CTR and conversion rate
are able to tell you how many recipients took an action you wanted them
to take, such as purchased your product, signed up to your newsletter,
downloaded the whitepaper etc. Whereas the open rate will only tell you
how many people read your email. So in order to measure the
effectiveness of your message, you need to go beyond the open rate down
to the action level.
3. How to boost the Click-Through Rate (CTR)?
Savvy email marketers not only want to get the email opened and read
but also want to know how many people clicked through (measured by CTR)
and they want this number to be as high as possible. There are few key
points in each email you should review because they critically
influence the open rate and CTR.
Those are:
Subject Line and Greeting. Make you subject line attractive. Subject
line is one of the most important factors that may affect your email
campaign results. However, please do not over "optimize" your subject
line otherwise it may look like spam email and the client could delete
it without opening it. Keep the subject line short and specific, and if
possible address the subscriber by his/her name.
Compelling Offer:
It should be obvious from the first paragraph what you offer as well as
why the offer is important to the recipient and how he/she can benefit
from it. The first paragraph should grab the attention so don't write
it too long. Include your offer on top of your email and make your
offer attractive to the recipient (discount and free offers usually
make users to click).
Call-for-action:
Always include "call-for-action" button or link to instruct the user to
click for more details.
Spam issue:
"Spam" issue may affect your successful open rate tremendously. Most of
the ISP and hosting companies have implemented the "spam filter" that
can filter out suspected spam emails. Please try to avoid using any
common suspected spam words such as "free offer", "money", "30 day
guarantee", "free trial".
Message Design and Structure: Use same colors
and images in your emails; this will help people recognize your brand.
When you have a lengthy message, try to include interactive links so
people can access more information through your website. Also, very few
people read the email word by word, most of readers just scanning the
message to quickly find out what's in it for them.
Keep this in mind
and structure your email - include headings to separate the message and
use bullets so the reader can easily see listed features or benefits.
Today's readers are busy people and it usually takes them just few
seconds to decide whether to read your message or delete it. So
construct your message carefully and monitor your email statistics to
find out what works best for your business.
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