Knowing the usage of your email, marketing analytics can be a bit tough at first. How will you know which measures of open rate, bounce rate, conversion rate, etc. to focus on? What do all those numbers show anyway? Is getting mastery in email marketing analytics that much tough?
To approach your reports of your emails with confidence, you must understand what info you have access from your email campaigns, also, which info is required for enhancing your marketing strategy.
Your doubts about email marketing analytics will be cleared in this ultimate guide!
Some articles worth your interest
- Best Bulk Email Service
- 10 Best Email Extractors & Grabbers
- Best Customer Relationship Marketing Strategies
Measure the open rate: Email Marketing Analytics tip #1
After all these years, in email marketing KPI, open rates are still worth tracking.
Obviously, the metric measures the number of individuals who open an email in comparison to the number of messages you sent to people. While open rates don’t necessarily track with conversions or revenue. However, they do help marketers in knowing whether their subject lines are enticing customers to see what’s inside or not.
What’s the process of calculating the open rate? Here’s the pretty simple formula: Open rate = emails opened or emails delivered. So, in case your open rate is around 3%, that means for each set of 10 emails sent, 3 were opened.
The average open rate for every single industry is approx 18%, though remember, these numbers differ when drilling down into individual markets.
Other factors, which might impact open rates, incorporate the following:
- Email list size. As your list gets larger, open rates tend to fall.
- Specific niche groups also indicate higher open rates.
- Enthusiasts & supporters (for example, sports teams, church groups, etc.), in general, provide higher open rates.
- An average/higher open rate is vital to any campaign. As after all, in case the subscribers aren’t even opening your emails, it means there’s clearly room for development.
Work on subject lines for making them killer
The more intriguing & engaging the subject lines are, the more chances of your emails getting opened you’ll get. If subject lines are creative, they’ll capture the reader’s attention. Mostly, they accomplish among the following:
- Provide a great advantage
- Pique reader’s curiosity
- Appeal to the humanity of a person
- Incorporate an offer
- Capitalize on urgency
- Make a story
- Rely on humor
Whether you try to accomplish a well-placed pun or an offer, your subscribers can’t refuse, investing more time in making subject lines will lead to positive results next time when you run a new email campaign data analysis.
Conversion Rate: Email Marketing Analytics tip #2
Conversion rate is basically the percentage of audiences who tapped on the link and finished the action you desire from them. No matter if it’s a submission or purchase. Conversion rate refers to the number of individuals who finished the action/number of emails delivered.
This is a huge one. A conversion is an ultimate goal that you want out of any email campaign. Higher rates will lead to more success. Fortunately, because it’s personal nature, one-on-one, email marketing is highly effective for lead nurturing.
However, average conversion rates rely on the types of emails you’re sending. If your email list isn’t verified, they’ll end up in your customers’ spam folders of their emails, and that’ll lead to high money lost.
However, there’s a great tool to verify your email list for free! Tap HERE to know more. According to research, conversion rates on average are as follows:
- Newsletters – 1%
- Abandoned cart emails – 5%
- Order follow-up emails – 5%
- Member follow-up emails – 2.7%
- Inactive customer emails – 2%
To ensure you’re earning as many conversions as possible, don’t skip the following steps:
Analyze The Click-Through Rate
As long as email campaigns are concerned, the CTRs go a step further than provide and opens another clue regarding whether your content is satisfying your targeted audiences or not. This metric will represent the percentage of your email subscribers who not just opened your emails, but clicked via and visited your website too.
Click through rate means the total number of clicks or number of emails delivered.
The major advantage of doing this will assist you in knowing how engaging your content is. For example, in case you’re noticing a high open-rate & a low CTR, then there are chances that you’re dealing with a message mismatch or your text doesn’t live up to for the expectations implied in your email’s subject line.
In the case of open rates, a “good” CTR highly depends on numerous factors, including the following:
- Company size
- B2B or B2C
Average CTR rates differ by industry-to-industry. However, the average is approx 7.77% across industries and up to an extra 14% higher in case you personalize the content perfectly. Do you work in a niche industry? Then your data might reveal even higher CTRs.
To make sure a good CTR or enhance a less-than-ideal one, remember implementing the following:
The bounce rate is the percentage of the emails you sent, which could not be delivered when compared with the number of emails sent.
It means the rate of the complete number of bounced emails or the number of emails sent.
Beyond the numbers, it’s essential to know that there are basically two kinds of bounces, each needing a distinctive action. Here’s the rapid breakdown:
- Hard bounce – these come from the invalid email addresses or nonexistent. These bounces should be immediately eliminated from your email lists. Otherwise, the IP address that you’re having may get flagged as a fall victim to a spam trap. In case this happens, you may end up on a spam list that may be the most dangerous and disastrous for deliverability rates. It’ll also harm your sender score brutally! Now, the solution is to verify your email list, which every single organization in this email marketing section does. For doing that, let’s introduce a magical tool, which verifies your email list in the perfect way possible!
- Soft bounce – these are mostly temporary issues due to the email server or full inboxes. Delivering these at a later date or resending them is possible.
High bounce rates can be accredited to a wide range of factors, incorporating outdated email lists and errors of list import.
Remember that some bounces are inevitable because people change or abandon email addresses/jobs. But speaking generally, you must look for a bounce rate of around 2% or less.
In case you start seeing your bounce rates enhance, following are a few things, which might be causing this to happen:
Analyze The Unsubscribe Rate
Your unsubscribe rate is basically the percentage of recipients who select to unsubscribe from your emails.
How do we calculate the unsubscribe rate?
Unsubscribe rate = Calculation: Total number of unsubscribes per number of emails delivered
In simple words, An unsubscribe states that your emails hold no relevance to that particular customer. As to having unsubscribes in your email lists is normal, it’s something no marketer wants to see.
An unsubscribe can take place due to several reasons; occasionally, someone will sign up just to enjoy the free download with absolutely no interest in becoming an avid subscriber.
Besides that, remember that your unsubscribe rate doesn’t always prove to be an accurate measure of the engagement level of your subscribers; Several won’t carry the process of official unsubscription and will just send your emails to the trash straight away.
Keeping that in consideration, it’s crucial to monitor metrics including conversion rate and CTR along with unsubscribing rate for achieving the most accurate data regarding your subscriber’s engagement.
Keep the following in mind To keep your unsubscribe rate to a minimum:
Use subject lines & from names that are personalized.
A personal touch will maintain a long way with email marketing. Instead of using the name of your company, utilize your first name in the “from the line.” Ensure that the name is easily recognizable before using it and can be connected with your brand.
Most importantly, ensure to use your subscribers’ first names as well. It will not just stand out to subscribers, but emails having personalized subject lines are approx 28% more likely to be opened.
Email marketing analytics will assist you in forwarding emails at the perfect timing.
Yes, your analytics will help you in forwarding emails at the perfect timing, by knowing when your subscribers are most inclined towards checking their emails. For reaching your audience, you must forward them emails at a time when your subscribers are most receptive.
Our research found that emails, which are sent on the weekends, have the maximum unique open rates, whereas, on Tuesdays & Thursdays had the lowest. We said that, however, timing differs considerably across industry-to-industry. Try to use marketing automation tools for experimenting with different timing and schedules of sending and comparing the data.
Segment your email lists for targeting better audience
Without a doubt, segmenting your emails will surely help you to target unique audiences – across the board. A better segmentation will lead to greater open rates, CTRs as well as conversion rates.
Most importantly, segmented email campaigns have a 14.50% higher open rate than non-segmented campaigns. Also, click-throughs are around 101% higher in segmented email campaigns in comparison to non-segmented campaigns.
Savvy marketers always take segments further using predictive automation for offering ultimate-personalized recommendations to their audiences.
Remember using opt-in’s for your email lists
The most rapid way to someone’s spam folder? Forwarding them emails for which they didn’t even ask for.
Every time ensure a strategy for maintaining unique subscribers and also ensure that they have opted-in to receive your emails successfully.
In the opt-in form, you have, ensure telling your readers what type of content they will be provided via your emails, how frequently they will receive them, and also offer a clear call-to-action.
You’ll locate people who are more willing than your expectations to sign up. In fact, around 75% of people prefer getting permission-based promotional messages through email.
Thus, ensure that you’ve made privacy as your key priority. It’ll build higher trust levels with your audience while protecting your reputation. Where a little link of unsubscribing was good enough a few years ago, now you’ll need to convince your customers—showing them that you’re up-to-date with the most recent data.
Use a respected send from a domain
Every business & brand must always use their business domain for forwarding emails.
Mostly used, free domains such as Gmail and Yahoo have more chances of getting caught by DMARC policies or Spam filters.
Clean up your email lists
In case you’re lucky, your email lists will be developing consistently. While this is good for organizations and businesses, it will make it harder to handle old addresses.
In case you have a list for which you haven’t looked for years or months, it’s the best doing so. Also, always search for any obvious errors of spelling or generic addresses such as noreply@ or info@.
Send emails frequently
Once you’ve constructed your email list, it’s a master key to keep your campaigns frequent.
How often you forward emails to them will rely on the content; news organizations usually frequently send daily updates, whereas others opt for a per-week blog or industry roundups.
The crucial part is locating the frequency, which works best for your audience. Doing this is possible through tests, or you can also do audience polls.
Hence, you must provide your readers with an idea of the frequency, which fulfills their expectations in your opt-in form.
Avoid under-deliver and over-promise
This goes back again to your main opt-in. In case you promise relevant stories and industry-related news instead of sending out motivational quotes for other content pieces, then you’ll be losing a greater portion of your audience.
Remember, always ensuring the content you’re forwarding out is relevant for the targeted audience will lead you to success. Again, in case you’re concerned regarding poor messaging, try searching in your email marketing analytics tools to see whether the open to click-through rate seems good enough or wrecked.
A full unsubscribe isn’t the answer every time. Sometimes, offering an option will keep some of your audiences on your list.
So, when they tap unsubscribe, provide them a few options. Maybe their expectations are to just receive emails on a monthly basis instead of weekly. There are chances that they only want to receive emails, which are related to a specific subject.
It’s not that offering options will always work; however, saving some of your subscribers will be possible by doing so.
Offer something of value
In case you want your readers to take their desired action, you must offer them a reason.
That reason will differ based on your subscribers, whether you’re in B2C or B2B, and what buying funnel’s stage you’re messaging. In case you want people to frequently visit your blog, ensure that you’re providing unique & valuable answers and info.
Always use a clear call to action.
A clear call to action is a simple yet effective approach to enhance your CTR. Clearly telling your readers regarding what you want them to do, no matter if it’s “click here” or “download now” will enhance the odds of them actually doing it.
Not only that, consider using buttons rather than using links. They’re more visually ideal and pleasing and work ideally with mobile devices.
Incorporate the link numerous times
One time might not be enough. For making your desired action even clearer, incorporate the link that wants to be clicked numerous times.
Also, remember not to go overboard here, using it 2 times should be plenty.
Keep it simple
As your subject line, your email’s body should act as a teaser, needing your readers to tap in case they want to continue. Keeping the copy short and breaking it into bullet points and scannable paragraphs can be a perfect manner.
Split test your emails
Split testing (also referred as A/B testing) is among the best ways of ensuring the combination of CTA, creative, and any images/videos you select to use are effective.
After testing, you’ll see which version is well-producing the most clicks and are able to implement what you’ve learned to future campaigns.
Send welcome emails
When anybody signs up for your downloads or blog or your white paper, you must let people know about your happiness towards them on board by rapidly sending a welcome email.
Undoubtedly, it’s a small step. However, it’s extremely effective: on average, 290% more revenue is accredited to them on the email basis of per email instead of other promotional emails.
Set up a drip and lead-nurturing campaign
Don’t stop with a welcome email. Send them an email, which pushes them further via the sales funnel every few days.
Your email series must begin with a “thank you” or “welcome” email. Then hit them with social evidence (unique customers who have utilized and enjoyed your service or product). Eventually, you’ll begin forwarding them targeted and relevant content based on what you know regarding your target audience as well as their motivation for purchasing your service.
Fortunately, you don’t worry about manually forwarding these emails to each contact. Read our Best Bulk Email Service Review in 2020, in which you’ll find great email sending tools that are completely free!
Incentivize your audience
In case you really want individuals to convert, sometimes, offering an incentive is a good idea. Read our Best Customer Relationship Marketing Strategies Review to build the ultimate trust levels of your brand in customers’ hearts.
Who reads your email?
Within the email reports you have, tap on the number of individuals, who opened a particular email. This will take you to the email addresses’ list of every single person, which opened that email campaign, and also, it’ll show the opening time.
You can see your open rate, average open rate, and how you compare to others within your industry there too. These are some key metrics to the tracking of your campaign.
After locating the email opens, you’ll know about the people who are actively engaged. In the next step, tagging these contacts & follow up with another email to offer a special, for example, a class discount can be a good idea. By rewarding their most loyal members, they’re offering a good incentive for taking action.
Track about what your subscribers find interesting?
Next, take a gander at the “Clicked” tab. This will indicate how many clicks the emails have received, the click-through rate you have for this email campaign, and also your average click-through rate, you can see all this. Comparing your data with other industries is possible too.
This is a great monitorization of what info will pique the most interest of your customers and is relevant to your audience.
Your email clicks will assist you in guiding the content you make. Notice about the topics & types of content, which are snatching the most attention from your customers and continue to forward information that’s tailored to the interests of your audiences.
You can get a highly targeted email list in case you track people who clicked on a certain link. For example, if your topic was regarding a climbing instruction class, then reaching out to the people who cherished your blog with information about your upcoming class.
This helps you realize people via the buyer’s journey and also will move them closer to taking action as well as making a purchase.
What period of time is best for sending your email?
As described above, the email subscribers you’re having are opening your emails. Quickly look and ensure your sending schedule is in the correct line or not like when most people are opening.
Once you locate a time, which works well, be frequent, so your audience begins to expect your emails. You can even make the expectation correct at the point when a fresh contact signs up. In case you always forward emails on Friday morning, try to tell your subscribers personally as well as in your online sign-up form.
On which device are people reading your email?
Everybody knows that emails are mostly opened by people on mobile devices. However, these metrics also differ according to the type of audience.
Look at the “Campaigns” tab to see what number of people are opening your emails on pc vs. mobile. The stats are frequently updated to reflect the info from your last 5 email marketing campaigns.
No matter what type is your exact distribution, utilizing mobile-responsive templates is the key to ensure the subscribers you’re having are getting the best possible experience. Always use an email template that is mobile-responsive, so your email will adapt to whatever screen size it’s viewed on.
What’s the method of doing better next time?
When digging deeper into your email analytics, it’s actually inevitable that you’ll locate places where you want to enhance your strategy of data-driven marketing. Two commonest questions about email marketing that individuals ask are “what’s the method of enhancing my open rate?” and “what’s the method of enhancing my click-through rate?”
To enhance opens, locate the best time of forwarding emails and be frequent with your delivery. It’s also essential to build a compelling subject line so it’ll make a great first impression in the people’s inbox, and they’ll try opening it. Thus, monitor your audience and ensure you’re sending them the info of their interest, and they find valuable. Try asking people personally, or forward an online survey, for understanding better what they’re searching for.
Low click-through rates are normally an indicator in which you need a better call-to-action. Tell your subscribers clearly what action you want them to take next.
No matter if it’s to come into a store for an event, or register for a donate, webinar, or shop online. Keep your info concise and ensure your messages are clear no matter what on which device your audiences are reading on.
Enhancing your results is a learning process by setting clear benchmarks as well as working towards them can be a good idea. The golden key to success here is just to stay concentrated and try to enhance in one area at a time.
Is email marketing worth my time?
Without having a solid grasp on your email analytics, this question may be harder to nail down. Undoubtedly, email marketing is a great way to reach your audience. However, how is your email marketing strategy affecting your business & bottom line?
Indicate your email efforts to the desired business outcome and monitor your success. In case your business goal is to enhance online shopping, look at the click-throughs you have, and handle your online orders. In case you want to drive greater donations during the season of holidays, make a series of emails and complete the contributions, which come from your email subscribers.
Monitoring your efforts and understanding the certain impact your emails are producing will provide you the confidence regarding your approach and motivate you to do even better email marketing.
Email Marketing Analytics: The Conclusion
There’s no requirement to be an analytics expert to indicate the impact of your email marketing efforts, as well as the role this channel is playing in your total digital marketing strategy.
Just take some time to surface your email reports, select one area that you want to enhance. Also, track after each email, tracking your outcomes as you go. Just tracking your email analytics on a daily basis is enough. It’ll help you better develop, maintain, and convert your email lists.
Lastly, the essential metrics are those, which have a direct link to the goals of your business – no matter if it’s to develop your subscriber list, enhance your average deal size or collect leads. Also, there are different metrics available too, which you can (or should) monitor.
Implementing those tips regarding email marketing analytics mentioned in this article are best to start tracking, measuring, and improving the performance of your email campaign.
Most importantly, email verification is the most important step in email marketing, don’t forget that! With myemailverifier, your email list will be verified in no time with great perfection! Also, don’t forget to grab the opportunity of the free trial period of this tool!