Email Marketing Analytics Best PracticesJanuary 12, 2018 | Author: Colleen Huber | Category: Business, Marketing, Email You already know what you’re sending and you feel good about your performance. Yet, your email marketing analytics don’t look like they should. Why are you not getting the number of opens and clicks that your business needs to succeed? Are you asking the right questions of your data? Lets start this blog with an introduction to a few best practices that will help you get the most out of your email analytics data. The success of any email marketing campaign depends on how well you understand the performance of your email marketing strategy. Email Analytics is the study of mailing lists, campaigns and subscribers – commonly known as metrics. Emails can be best analyzed by utilizing various tools; there are many metrics available that marketers can choose to analyze their email open rate, click through rate, bounce rate, unsubscribe rate etc.
Today’s marketers are struggling to make sense of email marketing metrics, and how to report on them. To be able to know how well your campaigns are doing, you need a dashboard that provides deep insight into campaign performance, including what is working and what isn’t. Using data from your email marketing automation platform, you can gain actionable insights into the effectiveness of your emails, including which emails are opened most often, which content lead to the greatest number of clicks, and which streams of content get the highest clickthrough rates. You’ll be able to use this information to boost click throughs and conversions in the future. Before you can take action based on your email marketing analytics, you need to understand what those numbers mean. The data you receive from your email marketing software can tell you a lot about how users interact with the messages you send. If you’re not getting the results you want from your email marketing campaign, it could be because of a number of factors. For example, your emails might not be reaching your subscribers — this is usually a sign of low open rates or high unsubscribe rates. Or, it could be because people are clicking through to different parts of your website and then abandoning the funnel altogether. You may find that some of your email subscribers are opening messages from specific channels, such as business customers opening more emails from Gmail and Android users reading more emails from their smartphones.
The biggest challenge for email marketers is effectively reaching recipients, whether they’re in the office or on the go. With a mobile-first mindset, marketers can ensure that their emails are optimized for all screens and devices. Beyond mobile optimization, it’s also essential to track how people engage with your emails—that’s where analytics come in. Email analytics provide insights into what’s working and what isn’t, allowing you to make informed decisions about when and how to send emails to maximize ROI. This guide will help you understand the basics of email marketing analytics so you can use this data to optimize your campaigns and achieve your goals.
Segment & Test
- Segment your email list.
- Test different emails.
- Test different subject lines.
- Test different content.
- Test different offers and call-to-actions.
- Run tests on timeframes, landing pages, and more!
Identify Areas for Improvement
The first step towards improving your email marketing efforts is identifying areas for improvement. You can do this in a few ways:
- Use a tool to help you identify what is working and what is not. This will give you some insight into how people are interacting with your emails, as well as where they might be getting confused or frustrated.
- Look for patterns and trends in the data collected by the tool. For example, if users are opening a certain type of email but not replying or clicking on links within it, that might suggest that the subject line needs updating. It could also mean that there’s something about this particular type of content (e.g., industry-related news items) that readers aren’t interested in at this time—and perhaps something else could replace it instead!
- Review your list and remove subscribers who haven’t interacted with an email from you recently (or ever). This will keep your list clean while saving money in terms of paid advertising costs down the line—and give more power over who receives each message out there! But make sure not too many people go away—if someone hasn’t opened any emails lately then maybe they’re just busy right now; removing them will affect their open rate which may cause other metrics such as clickthrough rates decline too much due
Collect Customer Feedback
As a marketer, it’s critical to understand what your customers want and expect from your business.
Email feedback is an easy way to collect this information. The most obvious benefit of email feedback is that it can help you improve your product or service based on what customers say they like or dislike about it. But there are other benefits as well:
- It can help you improve your marketing strategy by identifying which tactics have worked best for attracting new customers (and which ones haven’t). For example, you may find that certain types of emails performed better than others at generating revenue for the company.
- Email feedback helps improve customer service because when people write into a company with questions or problems, employees will know how best to address those issues in future interactions with them. They’ll also know how much time each person spends waiting for their issue to be resolved so that they can better plan accordingly when planning their day-to-day workloads..
- When people receive personalized emails from companies like these ones here
Use KPIs to Increase Engagement
KPIs are the key performance indicators that you should use to measure and analyze your email marketing analytics. Your KPIs will help you determine how well you’re doing in your email marketing campaigns, whether it’s identifying areas for improvement or measuring and analyzing. When used effectively, KPIs can also help collect customer feedback, track and report on progress, and create a more personal experience for your subscribers.
Measure & Analyze
When it comes to marketing analytics, there are four main uses: measure & improve, track & report, segment & test, identify areas for improvement and collect customer feedback.
- Measure & improve: The goal is to understand how many people you’re reaching and what they’re doing with the content you send. This can help you make changes that will have the most impact on your business (e.g., sending emails more frequently or changing up the subject lines).
- Track & report: You’ll want to know who’s engaging with your messages so that you can allocate resources accordingly. This also helps demonstrate ROI for future campaigns or initiatives within an organization (e.g., “We’ve seen a 20% increase in conversion rates since adopting this tactic.”)
- Segment & test: Analytics provide insight into which groups of people are most likely to respond favorably – allowing marketers to adapt their messaging accordingly when targeting specific audiences (e.g., “These customers buy twice as many items than average!”).
Track & Report
To effectively track and report on the data you’re collecting, you should be tracking the following metrics:
- Open rates—the percentage of people who open a campaign.
- Clickthrough rates (CTR)—the percentage of people who click on links in your campaign.
- Bounce rates—the number of visitors who leave your site from landing pages or other pages after viewing them for only a short period of time (less than 10 seconds).
You can also track unsubscribe rates, conversion rates and average time on page to help you make better decisions about how to optimize future campaigns.
eMail marketing is a great way of getting organic traffic and tracking it can help you target your efforts towards improving the campaign.
Email marketing is a great way of getting organic traffic and tracking it can help you target your efforts towards improving the campaign.
Implementing email marketing is a good idea for any business, big or small. It’s an affordable way to reach your target audience, provided that you have the right strategy in place. You can earn more revenue using this method than any other paid advertising platform by sending out targeted emails based on customer data gathered from other channels like social media.
When someone signs up for your newsletter, they are also giving their consent to receive additional information from your company via email promotions on topics that interest them most — which makes this channel ideal for reaching out directly to potential customers who might not have been aware of what services and products you offer before joining up with an existing list of subscribers who have already expressed interest in hearing more about them!
We’ve looked at some of the top email marketing metrics that you can use to measure eMail performance. If you want to stay ahead of the competition, then you need to keep a close eye on these metrics and use them as a guide for improving your campaigns. With this knowledge in mind, we hope that this blog post has given you some clues as to what kinds of email analytics best practices will work best for your company.