Email marketing is a popular way to boost conversions, stay in touch with your customer base and drive traffic to your website. A variety of options are available to make email marketing affordable and effective for businesses of any size. There are several free and paid email list tools and services that businesses can take advantage of. While many of these services are simple to set up and use, they are not always clear on how to optimize your campaign and analyze results.

Here are some tips that will help you make the most of your email campaign analytics and turn any campaign into a trim and efficient operation.

Email Analytics

 

Why Is It Important to Measure the Performance of Your Email Campaigns?

While sending out emails to your entire list of contacts is sure to bring in business or contacts eventually, it is less than optimal. Depending on the terms of your email service provider, this can result in excessive spending. Worst of all, you could miss valuable opportunities to interact with customers and clients. Once you are in a customer’s spam filter, it can be hard to work your way back to their inbox. By analyzing the reports provided by most email services, you can easily determine the best targets for specific campaigns, reduce overall costs and boost conversion rates and efficiency.

The Debate about Open Rates

Many consider open rates to be a prime indicator of your campaign’s success. However, there are some known issues with open rates that you should know about. Many popular email clients will not trigger correct measurement of open rates unless the full email is downloaded. Furthermore, the popularity of image filtering and email summary displays can also affect the correct measurement of open rates. This can make open rates slightly unreliable and misleading at times.

The key to utilizing open rates is to compare the figures with other analytics. Minor changes to open rates by themselves are often nothing to worry about. When combined with decreased click-through rate, increased bounce or decreased conversions, it could point to a larger problem.

Bounce Rates Explained

The bounce rate in email analytics is slightly different to bounce rate in standard website analytics. When we measure regular website traffic, bounce rate measures visits where the entry and exit pages are the same. In email analytics, bounce rate outlines how many emails could not be delivered to the intended recipient. This analytic is also tracked by many ISPs to help gauge your dependability to trigger automated spam filters.

Bounces come in two varieties:

  • Soft bounces: These bounces are often a result of server errors or other temporary issues. Most email providers will automatically attempt to redeliver any soft bounce emails later. If seen frequently for the same recipient, this could point to problems.
  • Hard bounces: These emails will likely never be delivered. Common causes for a hard bounce include invalid email addresses or closed email accounts. In most cases, you should always remove hard bounces from your campaign lists.

Gauging Customer Interaction

Engaging your audience is crucial for maximizing ROI on your email campaigns. This can be measured using two different metrics.

1.       CTR: This figure measures the frequency in which readers click the links contained in your emails. Different campaign types, such as newsletters, promotional offers or receipts, can have differing CTR rates. For this reason, it is recommended to separate these categories within your reports for easy analysis. In all cases, the higher your CTR, the more impact you can expect from your email campaigns.

2.       Conversion rates: This analytic takes CTR one step further. It measures the frequency of clicks that are followed by a desired action, such a contact information capture, item purchase or membership sign ups or another form of lead capture relevant to your business. This is one of the best overall ways to determine the effectiveness of your campaigns.

About the Author: Robert Woodford has been writing about email campaign management and marketing tips online for the past 15 years. When not writing, you can find Robert at the gym or spending time at home with his family.