Are you seeing results from your email marketing campaigns? If so how are you using the information to enhance your campaigns to make it more successful?
After you’ve sent your first few campaigns, it’s important to look back at your results to determine which email is generating the most interest.
Some of the key things you want to look at are:
Open Rate: The number of people who opened the email.
The amount of times the email has been opened will give you a good understanding of how impactful your subject lines are and if there is any difference in when you send the email, including different days and different times.
Why is the subject line important, you ask? Subject lines are the titles of your email, the first thing your customer is going to see in their inbox. It’s what is going to compel them to open your email rather than put it in the trash unread. People also check there emails at separate times of the day, and will most likely to open emails at the top of their inbox. After a few campaigns and depending on the amount of people you are emailing, you will get a good idea of the difference in open rates with emails sent at varying times of the day.
Click Rate: The number of clicks received in each email.
The click rate will give you insight into the type of content your customer likes to see in the emails. If you’re sending out emails to the same group of people on a regular basis, you can do some testing by changing up the style and format each email, then compare the results. For instance, some customers might like a newsletter updating them on your business, while others might want to see a straight offer. Change up your emails so you can get a read on what you should be sending and when.
Purchase Rate: The number of people who ordered a product after seeing the email.
This one is a little harder to get too, as it requires you to have some identifying factor in the email that you can track back to an order. A good example or fix here is offering a special coupon/discount in the email which you track to see how many customers purchase, using the coupon. The purchase rate is important, as it can give you an idea of your return (amount of money earned) per email campaign. From there you will be able to calculate which campaigns prove to be the best value for you. This also may be a combination of a few different types of emails spread out over time, as the same type of email may not work every time.
Unsubscribe: The number of people who unsubscribe from receiving your emails.
With interesting content and sending the emails to the right people, the unsubscribe rate should be very low; however you should expect to see a small amount of people unsubscribe. If you see an alarming rate from one email campaign you will be able to use that information to assess what caused people to unsubscribe. To keep the rate low, track the amount times you’re emailing your customers and be sure to keep the content engaging.
To understand what is working and what is not, be sure to look back and asses your email results on a regular basis. These metrics should guide your next campaign strategy, so you can improve with each new email campaign you send. Each metric can also be looked at on its own if you want to do some specific testing. For example, if your emails structure is the same most of the time, you may want to focus on your subject lines, which you can bring more focus to the open rates.
How have you been looking at the results of your campaign? Is there anything I have missed?
Hope this information was helpful for you in terms of thinking about your next campaign.
To learn more about how to understand your campaign results, you can read this helpful article entitled Reading Your Campaign Statistics.