• Most Valuable Metrics to Focus On in Email Marketing

    While email marketing metrics are hugely significant, they can also be confusing. Even the term “metric” is more complicated than it needs to be. These parameters are merely measurements. We’re interested in metrics because they provide us with a way to know if our emails are doing well or not, and what we can do to correct them.

     

    Here is an email-marketing refresher that can assist you to both learn the basics and practice some tactics, too. These are some of the most referenced and extensively tracked email-marketing metrics, ranked by how essential they are.

     

    Open Rates

     

    Open rate pertains to how many people opened your email message. It’s not too complicated, but it does get dimmer from there. Most email clients like Yahoo or your iPhone automatically open emails, thus distorting this measurement. Some email clients do not automatically load pictures. An impression pixel tracks open rates, and if there’s no download of images, then the email isn’t ruled as having been opened.

     

    The obvious question about open rates is “What’s a great open rate?” The answer depends on your industry, but usually, a percentage of 20 to 30 percent or more is reasonable. Give yourself credit if you’re making a 40 percent open rate, and mark yourself as a guru if you’re obtaining better than 50 percent repeatedly. Do not panic if your Open Rates are in the teens, because for some niches, like ad agencies or marketing consultants, that’s average.

     

    Click-through Rates

     

    These are very simple to understand as well. When someone clicks one of the links in your email message, you have a click. The click-through rate, calculated as a percentage, is how many receivers out of one hundred clicked someplace on your email message. If 35 out of 100 people clicked, you’d have a 35 percent click-through rate.

     

    So what’s a sound click-through rate? Again it depends on your business, but anything above a 10 percent click-through rate is reasonable. If you clear 20 percent, be happy.

     

    There are some methods to enhance click-through rates. The most apparent is to have your email messages mobile friendly and is responsive because there’s no better way to ruin click-through rates than to have half your emails be unreadable and unclickable. Another method to better click-through rates is to make the buttons and links bigger, so those with average sized hands can click on their email on their phone possibly while roaming.

     

    Unsubscribe Rate

     

    This rate is about how much people out of 100 unsubscribed from the emails you just sent. Every email has its own unsubscribe rate. Unsubscribe rates are best managed around 0.2 percent, though marketers who mail very often or to smaller responsive lists may notice unsubscribe rates reach into .05 percent range. What you should observe for is a spike in unsubscribes. It’s a definite sign you send emails to your readers that they did not like.

     

    Hard Bounces

     

    If you disregard hard bounces, it can get you in trouble. Hard bounces as opposed to soft bounces, occur when you’ve sent a message to an email address that does not exist anymore. Prominent ISPs like Gmail, Hotmail, and Yahoo monitor hard bounces firmly.

     

    It’s best to exclude people from your list after even one hard bounce. Some email service providers will perform this for you but do not sit back and wait for them to work. Be accountable for your program.

     

    Soft Bounces

     

    Soft bounces happen when you deliver an email to an inbox that is full. The recipient will receive your new email as soon as that person deletes a few emails to make room for new ones.

     

    Often, soft bounces are a result of people who sign up for your list with junk email accounts. According to HubSpot, a marketing platform, 58 percent of us have and typically use another junk inbox. It’s an account customarily used only for commercial email messages, or for email messages the subscriber feels are less significant. These email accounts are, in a way, not someone’s actual email address, but something they utilize when they need to give up their email address to gain something, such as placing an order or free reports.

     

    You also have to make sure that a click-through turns into a purchaser. First off, make sure you have a welcome email set up for every click you get. Assign sales executives to complete the sale. Not all prospective customers convert right away, so be prepared to spend more time turning them around.

     

    It will work if you have a robust CRM that helps you work on that database and an integrated system that allows you to track what you and the customer have done so far. Get an automatic email program running too. Send reminders, promos, links to emails, etc. Thank customers for interest, congratulate them for milestones.

     

    Expand and diversify too. Go back, grow your list, and begin the process again. Keep the cycle going, and you’re guaranteed to see your marketing getting continuously productive.

     

    We hope this helps. All the best. Happy learning!

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