When we shared email marketing’s amazing ROI, we discussed its measurability. One of email’s greatest perks is the ease with which marketers can test, measure and optimize each message. Compared to other forms of digital marketing, email offers remarkably detailed insights, starting with A/B testing and ending with each subscriber click.
Email service providers offer a wealth of analytics capabilities, which is great for companies like ours who prioritize data-driven strategies to shape every aspect of marketing. In fact, analytics options are often so extensive that they can become overwhelming, especially to smaller companies without large marketing departments. When the data available seems endless, where should measurement begin?
Deliverability is one of the greatest determining factors of your email list’s health. Because it reflects the actual number of emails that were delivered to subscribers, it can alert you to incorrect or bad addresses. They should be removed or edited to strengthen your potential.
Open rate is simply the percentage of people who received your email and clicked to open it. Improving this number is critical, because it’s impossible to get leads closer to your website or product if they don’t open your message.
This measurement reflects the total number of click-throughs to pages on your website from an email. Sometimes, it’s presented as the total number of individuals who clicked through to a landing page from your email. You must understand which measurement you’re using to improve your numbers, but either way, it’s important; getting readers to the site is what impacts the bottom line.
To many marketers, conversion rates matter most. You can determine how conversion is defined, whether it’s a revenue-increasing action on your site or something else. B2C marketers can aim for purchase here, but for B2B companies, it’s often more complicated. Instead, they might track product video views or visits to the case studies page.
As we said last week, a perfectly designed email won’t do much good unless your list is healthy and growing. For advice on collecting new subscribers, read this. Interestingly, a huge list might mean less engagement, if it includes people who aren’t truly interested in your brand. For that reason, high-quality sign ups should be your priority rather than numbers.
What metrics have made an impact on your email marketing?
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