In this week's article I want to talk to you about tracking and
analysing your email campaigns. Yes I know it can be a bit time
consuming but you've got to do it. You need to understand how your email
data is performing otherwise you can't build in improvements and
without improvements your email campaigns will become predictable and
fall flat so pay attention! You can really go to town on analysing an
email campaign but let's stick to some of the basics, starting with open
rates.
Open rates - email service providers will offer data on how many emails have been sent and the number of bounces. The number of people who actually get your email is a simple equation; emails sent minus number of bounces. The open rate is the percentage of people who received your message and then decided to open it. Hurrah!
Don't be disheartened if the figures appear low on this. After all, how many of your emails do you read? The key to good open rates are, the timing of the email, having a good subject line and how trustworthy the sender is. The latter is critical to your open rates. If the recipient doesn't trust the sender or know them/know of them, they wont even get as far as the subject line, let alone opening the email.
Click through rates - often referred to as CTRs, these report the percentage of recipients who click on the links in the email and go to the respective pages. This can vary from link to link depending on how many you have included in your email. The important thing here is to analyse which links receive better CTRs than others and is there anything you can do in future campaigns to address this. The most important thing is that the link works and it takes the recipient to the page they are supposed to go to. I can't tell you how many times that I've come across broken links or links that go to some random page unconnected with the copy in the email. There is a simple equation here as well; poor links = loss of your credibility. Always check the links before sending out your campaign.
Unsubscribe - all email service providers are legally obliged to provide an Unsubscribe link. Somebody who unsubscribed from your email is saying that they don't want to receive any more marketing emails from you and are requesting to be removed from your list. Right!! Not always! It could be that they want to stop receiving a certain type of email or they only want to receive email communications from you on a monthly basis, not weekly. The key here is to ask them and listen to what they say.
Whatever the result, don't be too disappointed about this. With any email marketing campaign you will get a certain amount of drop out (up to 5% not being unusual). If you get more than 10% unsubscribing then you have my permission to get upset! However, if this is the case it's probably your fault. You may be emailing them too often or the content is irrelevant to them and not engaging enough. If you are experiencing high volumes of unsubscribes it is important to review your strategy immediately.
So, just with opens, click through rates and unsubscribes you are able to get a feel for how your email marketing campaigns are performing and start to come up with ideas on how you can improve things. This is barely scratching the surface. You are able to analyse in all sorts of detail the performance of a specific campaign and become very sophisticated in how you both analyse and create future campaigns. You just need to devote time and effort to it!
If time and effort are in short supply and you would like help in understanding and improving your B2B or B2C email campaigns then please contact Hayley Cashmore on 0845 116 2723 or email info@threespiresconsulting.co.uk
Open rates - email service providers will offer data on how many emails have been sent and the number of bounces. The number of people who actually get your email is a simple equation; emails sent minus number of bounces. The open rate is the percentage of people who received your message and then decided to open it. Hurrah!
Don't be disheartened if the figures appear low on this. After all, how many of your emails do you read? The key to good open rates are, the timing of the email, having a good subject line and how trustworthy the sender is. The latter is critical to your open rates. If the recipient doesn't trust the sender or know them/know of them, they wont even get as far as the subject line, let alone opening the email.
Click through rates - often referred to as CTRs, these report the percentage of recipients who click on the links in the email and go to the respective pages. This can vary from link to link depending on how many you have included in your email. The important thing here is to analyse which links receive better CTRs than others and is there anything you can do in future campaigns to address this. The most important thing is that the link works and it takes the recipient to the page they are supposed to go to. I can't tell you how many times that I've come across broken links or links that go to some random page unconnected with the copy in the email. There is a simple equation here as well; poor links = loss of your credibility. Always check the links before sending out your campaign.
Unsubscribe - all email service providers are legally obliged to provide an Unsubscribe link. Somebody who unsubscribed from your email is saying that they don't want to receive any more marketing emails from you and are requesting to be removed from your list. Right!! Not always! It could be that they want to stop receiving a certain type of email or they only want to receive email communications from you on a monthly basis, not weekly. The key here is to ask them and listen to what they say.
Whatever the result, don't be too disappointed about this. With any email marketing campaign you will get a certain amount of drop out (up to 5% not being unusual). If you get more than 10% unsubscribing then you have my permission to get upset! However, if this is the case it's probably your fault. You may be emailing them too often or the content is irrelevant to them and not engaging enough. If you are experiencing high volumes of unsubscribes it is important to review your strategy immediately.
So, just with opens, click through rates and unsubscribes you are able to get a feel for how your email marketing campaigns are performing and start to come up with ideas on how you can improve things. This is barely scratching the surface. You are able to analyse in all sorts of detail the performance of a specific campaign and become very sophisticated in how you both analyse and create future campaigns. You just need to devote time and effort to it!
If time and effort are in short supply and you would like help in understanding and improving your B2B or B2C email campaigns then please contact Hayley Cashmore on 0845 116 2723 or email info@threespiresconsulting.co.uk
Three Spires Consulting founder, Hayley Cashmore, has a real
passion for email marketing and has spent in excess of 7 years,
specialising in both email and digital marketing. She has first hand
experience and a thorough understanding of the power of email marketing
and its synergy and influence over other, primary digital marketing
channels, such as your website, mobile SMS, social media and SEO etc...
This extensive knowledge has been gained as a result of working closely
with many leading, household brands, across all vertical markets, over
many years.
So, if you need help with your Email and Digital Marketing, then contact us now for further information http://www.threespiresconsulting.co.uk 0845 1162723
Article Source:
http://EzineArticles.com/?expert=Hayley_S_Cashmore
So, if you need help with your Email and Digital Marketing, then contact us now for further information http://www.threespiresconsulting.co.uk 0845 1162723
Talking about unsubscribing your email,lets just be patient and be a good listener.Lets just listen of what they wanted to say and understand them.Because if you will not, then you will be a bad record.Everybody will unsubscribe your email because of the attitude you have.
ReplyDeleteThank you for posting this article.
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