Reporting is one of the most important parts of any marketing campaign due to its ability to gauge success and identify weaker areas that need to be improved. One component of your marketing strategy where analytics may be particularly useful is email marketing, where there are an abundance of analytics at your disposal. When it comes to analyzing your email marketing campaigns, you may not know where to start. Here are three metrics you should care about, and why:
Open Rate – Just as it sounds, the open rate is a percentage of unique opens from successful email deliveries. For example, if an email was sent successfully to 10 people and 5 people opened the email, you would have a 50% open rate (which is a phenomenal rate!). In the email report from your email client (such as MailChimp, Constant Contact, etc.), you might also see a number that represents total email opens, which counts opens from the same people more than once. If contacts are opening your email more than once, it is likely a good thing! Keeping track of your open rate will help you make informed decisions later on when it comes to subject lines and email delivery dates and times because you can see what works and what might not work so well. Also, keep in mind that open rates can vary drastically based on industry. Take a look at this graph to see where your industry open rate falls.
Click-Through Rate – Your click rate is the number of unique clicks on the links within the email divided by the number of deliveries. Your email client should show you what links were clicked on and by whom—giving you insightful information on what was most popular in your email and who was interested in it. If you have a low click-through rate, think about the content of your email and whether it makes sense that there were few clicks. Maybe your email was more informational, and all that you wanted to share was within the email itself. However, if the purpose of your email is to entice readers to go to your website and complete a purchase or register for an event, a low click-through rate might not be desirable. Try adding buttons instead of just text links, or test the wording of your CTAs to see what performs best.
Bounce Rate – This figure is different than the bounce rate you see on your website analytics. In an email marketing campaign, your bounce rate represents the percentage of emails that “bounced,” or weren’t delivered to their intended targets. This is an important figure to watch because a high number of bounces can mean trouble for your email sender reputation. There are two types of bounces: hard and soft. Soft bounces are due to temporary delivery issues like attachments that are too large or a full inbox, while hard bounces indicate more permanent problems like an invalid email address or blocked delivery to the recipient’s email server. It is always a good idea to visit your bounce section after sending an email campaign and review your results. In most cases, you’ll want to unsubscribe all of the hard bounces. If you see an issue where the email address may have been entered incorrectly, you can correct it. Some email clients automatically clean up your bounces for you, so it may not be something you’ll need to worry about.
Understanding your email statistics and knowing how to improve them will help you get better results from your email marketing efforts. Issues like low open or click-through rates or a high bounce rate can be improved by monitoring statistics from past campaigns and testing changes to areas like subject line, list segmentation, content and design, and more! Need help improving your email marketing campaigns? Contact Pulse Marketing Agency for a free 30-minute consultation. You can also peruse our email marketing samples to view some of our work!