Interpreting and Understanding Email Marketing Analytics

Outlook Email Message

The following are some of the key metrics that need to be measured as part of your email marketing analytics. There are also other metrics to take into consideration, but these are the most important to focus on. Let’s go over them in sequential order and give a rundown of what they mean for your email promotion.

1. Open Rates

Your email campaigns open rate is essentially a measure of how many of the people you’re sending your emails to are actually opening those messages. If you’ve created a list of willing subscribers and started sending them regular email notifications, updates and sales pitches but notice that you have a deeply low open rate, this might mean any of several things: you could be creating uninteresting subject lines, your content could be lacking in value enough to keep readers looking forward to your next email or you could be mailing to an uninterested audience.

If you notice a low open rate that lags around 10% or less, conduct split tests on subject lines and email content to see where it can be raised; also focus on creating content that really has enough valuable info to create interest. Mix these tactics and you might raise your rate to as high as a healthy 40% or more.

 

2. Click Through

Your click through rate is a metric of how many of your email subscribers are actually clicking through the links in your email messages to the content or sales pages you have on your actual website. This rate is a sub percentage of your open rate and the higher its percentage, the more relevant and appealing your email content is to your viewers.

If your click through rate is low even though your open rate is relatively high, it means that you’re creating appealing subject lines but the content inside isn’t relevant to the reader. You need to improve its relevance or make the email copy text more enticing, with a better, more interesting call to action in it. Sometimes a low click through rate coupled with a high open rate means that maybe you designed your message badly and the links themselves are either non functional or too hidden; redesign them for greater visibility.

 

3. Bounce Rate

 

Bounce rate measures the number of people who open your email, click through your links and then just make a quick single visit to your content page before leaving and not bothering to come back. Unless you’re links are leading to a straightforward sales page that is garnering quick visits which do lead to buys, a high bounce rate is a bad metric to have because it means that your viewers aren’t finding themselves fulfilled by your content delivery promises. It means that they liked your email subject, liked what your email message promised, got to your landing page by clicking your inbox link, and didn’t like what they found after that, it failed their expectations.

Fix your bounce rate by setting up split tests on your landing pages and trying differently structured content for each one to see which works best at retaining eyeballs.

 

4. Sales Conversion

This is the single most important email marketing metric of them all. Sales conversion is your bread and your butter; everything else is secondary to keeping conversion high. What sales conversion measures is the percentage that ends up buying something of those who reach your sales and landing pages through your emails. Improving your conversion rate constantly is the single most effective ROI improvement you can perform for your email campaigns and your business in general.

If you’ve got a high conversion rate that’s coupled with high open rates, high click through rates and low bounce rates, you’re sitting pretty in your campaign. On the other hand, if the other metrics are very low, your bounce rate is low, but your conversion rate is quite high for those that do finally click through to you pages, this means you’re delivering emails to a lot of people, but only a small percentage is your real niche based on your content, focus more on them.

 

5. Page Views/Depth of Visits

Another valuable metric that measure just how thoroughly engaged and interested your target audience is in your content. If the visitors that reach your pages do a lot of page views and penetrate your site beyond the landing page to a high degree, it probably means that you’re selling to an interested audience and just need to entice them properly into buying with a proper call to action that will improve your sales conversion rate. Keeping this metric high in tandem with a high click through and open rate is a clear indicator that your’re directing your emails to your chosen niche effectively.

 

6. Email Subscriber Retention

How many subscribers are still on your list after a week, a month, several months? The percentages behind each of these time frames clearly indicate how well you’re retaining reader interest. It’s unavoidable that you’ll lose some of your subscribers over time, but it you want to keep a large percentage following you over the course of several months or even a couple of years, you’ll need to consistently deliver high quality content.

On the other hand, don’t be afraid to do some subscriber culling of your own. Remember that the most important metric is sales conversion and remember that each sent email costs you as small amount of money. Reachmail is including free email marketing tools to business owners, their slogan is free email marketing for life. Because of these two factors, if you’ve got a large list of continuing subscribers that rarely click your emails or buy anything over an extended timeframe, get rid of them yourself if you aren’t willing to change your marketing campaign until it appeals more to these people.

 

Jonathan Hawkins

Jonathan Hawkins

Jonathan Hawkins is founder and CEO of Topoftheburg. Since a young age he has been involved in website design and search engine marketing for business owners. at Topoftheburg, LLC
Jonathan Hawkins
Jonathan Hawkins
Jonathan Hawkins