Email analytics have changed email marketing
Many people thought that the days of email as a form of digital communication seemed to be over. It looked like email has become outdated and useless between faster and newer forms of communication like direct messaging and text messaging. However, as technology advanced in email and in the mediums where we use email like cell phones, laptops, and tablets, this simple communication form quickly became relevant and advanced in a digital economy.
New marketing metrics and email campaign analytics came with new technology
New technology surrounding email allowed app developers, marketers, and administrators to use email as their most effective means of communication. Businesses are using clicks, opens, unsubscribes, complaints, engagement, and other vital email campaign analytics every day to improve the way they reach and understand their audiences.
There would be no other secure way for businesses, applications, and E-commerce platforms to reach their stakeholders with important messages without email. Let’s think about it, what other communication platforms can an organization use to send a completely personal, unique, designed email receipt securely to a new customer. There’s nothing like an email that arrives on their mobile phone within seconds, with a notification!
Tracking your email marketing metrics is crucial
Metrics is data that enables you to track specific aspects of your operations. In terms of email marketing, they are open rates or the browsers people are using. They allow you to take actions based on hard data; hence, they are critical for any business strategy. Like if you have a campaign that isn’t doing well when it comes to conversions, there can be many reasons behind that. Taking action without considering your metrics first would be equivalent to shooting in the dark. It might work, but it’s certainly not an efficient way of doing business.
Regardless of which approach you take or tools you use, chances are you will come across these metrics sooner or later. You know what metrics you need to watch out for, how to access and interpret them. Here are the email marketing metrics you should track:
1. Open Rate
Open rate is the first and the simplest metric you should track. All the recipients will not open every campaign you send, but those who do will make up your open rate percentage. Don’t panic if your open rates appear to be on the low-end side of things, as most email marketing campaigns turn up like that.
When it comes to open rates, your title is the main factor that influences your readers. You must come up with a clear subject line for your emails; otherwise, people will ignore them or even mark them as spam.
2. Click-through Rate
It is the number of people who click on any links included in your email campaigns that constitute the click-through rates. To calculate this, you should take the total views for any given campaign and calculate the percentage of visitors who moved to another page after clicking.
Every well-made email campaign has a specific goal: achieving sales, providing users with relevant content, or even getting them to come back to your site. Each goal should include at least one call-to-action; chances are there’s a problem with your design, copy, your call to action, or all three if users aren’t clicking on it.
3. Clicks Per Link
Click-through rates provide you with information about how many people clicked on the given link within your email. It is the metric you have to track if you want to go in-depth and figure out which links people click on. You can also determine which content your readers prefer and use that information for improving future campaigns.
4. Conversion Rate
Every good email campaign needs a goal like achieving sales or getting more clicks or visitations on your website. Your conversion rate helps in tracking the percentage of users that you’ve managed to convert.
This metric is essential as you’re one sale or visit closer to your business goals and success each time you succeed in converting a new user. It would be best if you defined your goals, then set them up using your favorite email marketing tools for tracking this metric.
5. Bounce Rate
It is the percentage of users who open your email campaign, then leave without any interaction. That means they don’t read through your click or copy on any of your links.
6. Unsubscribes
Users unsubscribe from your email list from time to time. Either they didn’t find your content relevant or are tired of regularly receiving too many emails. It’s hard to know about the exact reason people unsubscribe, but you can control that rate by keeping up your campaigns’ quality. This metric is simple to track as most email marketing platforms include it in their main dashboard. feared
7. Spam Complaints
The most feared part of managing any email campaign is spam complaints. It’s what happens when someone reports your email as spam. The email marketing platform keeps track of these reports, and if it is too high, they might take action against your account.
Most people report emails as spam when they’re pushy about their sales goals or either very low quality. It is advisable to keep the quality up. You have a big problem on your hands if your email campaigns receive more spam complaints than usual.
8. Forwarding Rate
Users become a part of your forwarding rate if they share your email campaign with someone else. This rate is calculated by figuring out the percentage of those who forwarded your email and taking the total number of subscribers. Your forwarding rate reflects a level of enthusiasm for your content that rises above the norm. You can be confident that the content is relevant if someone decides to share one of your campaigns.
9. Time Spent
It is the amount of time that a user spends checking out your campaign. Your email marketing platform adds those times to work out an average. It is the rate of time spent in your emails. It’s evident that the longer users spend on your emails, the better it is. In all likelihood, it means they’re paying close attention to your content and will be willing to convert.
10. List Health
A healthy email list can have a few inactive recipients, spam complaints, bounces, and unsubscribes, as long as you can manage to keep them at a reasonable or healthy level. However, this metric is made up of multiple smaller ones, and there’s no absolute way to measure it.
All said and done, email marketing is not a cakewalk. Succeeding in it this field requires you to become familiar with a tool or two, along with few trackable metrics.
