Analytics are an important tool in email marketing because they reveal how effective your campaigns are. While it’s easy for me to say that a heavy investment in marketing will yield more revenue for your company, analytics are the data-driven proof. And if things go wrong, analytics can help you determine what didn’t work.
For example, a key aspect of a marketing automation campaign is that you target leads who have opted in to access your gated content. If these people unsubscribe from your campaign, you can review and tweak your messaging to see if that helps.
Before you can review your email marketing analytics, you need to know what you’re looking for. Click-through rate, bounce rate, and unsubscribes are three key metrics to scrutinize. They’ll help you determine if your campaigns are worth the investment.
One of the most important metrics in email marketing, the click-through rate is the percentage of recipients who clicked on one or more links. It’s based on the total number of people who opened your email. For example, a 30 percent click-through rate would mean that for every 10 people who opened your campaign, three people clicked on at least one link.
Using this metric, you can see how many people are engaging with your content each time you send an email.
The bounce rate is the number of emails from your list that couldn’t be delivered. Sometimes, it means that recipients’ email providers marked your campaign as spam. Other reasons for bounces include full mail boxes and server issues.
You might want to try resending once more, but don’t keep doing it if the addresses bounce again. Internet service providers look at bounce rates with a wary eye. You don’t want to be reported as a spammer.
The unsubscribe rate shows you how many people unsubscribed from your email list for a specific campaign. Depending on where you got your email list, this number could be high. Purchased lists often result in high unsubscribe rates as do old lists that include people you haven’t communicated with regularly.
Make it count
If you create targeted, timely, and valuable content that benefits your subscribers, your email campaigns should do well. They’ll want to hear from you – and keep reading. That should help your delivery rates and your bottom line.
What have you learned from your email marketing metrics? Let us know in the comments below.