Tips for measuring Email marketing
Tips for measuring Email marketing
Email marketing today is a tool for fast, effective communication and offers tremendous potential for businesses. To achieve the high returns of investment that allows us email as a tool, you must create planned actions through specific strategies. But after making email marketing campaigns, the last and crucial step is to measure the results according to the desired objectives and, as the expected effect, determine new action plans.
Why measure performance?
It is very important to learn from the mistakes of past campaigns to learn not to repeat them and take action against them. The only way to record whether or not worked our shipping is by measuring and analysing the results.
Through metrics can observe the behaviour of our subscribers: how many emails were sent, read, unread, as well as, how many clicked, what sections of the newsletter were more striking, or what products or items are more interesting, generated many conversion, which designs work best, among others.
Take control in email marketing is the fundamental step in any strategy. Every time a delivery is made, please observe and control the same statistics. This way you will know how many people open and read your campaigns in a given period of time, to keep improving the effectiveness of the message, the frequency of deliveries, issues, designs, links, etc.
Email Marketing Metrics
In email marketing we have four key metrics that should be taken into account when analysing and comparing the results with the desired objectives.
Deliverability Rate or Delivery
This metric indicates how many people have actually reached them the email.
Deliverability = (Delivered * 100) / Sent
Envoys are those emails to which they tried to send the campaign, ie, all recipients of the groups selected at time of shipment.
On the other hand, “Not Delivered” those emails are not delivered properly to destination, also called “Bounced”. There are two kinds of bounces:
Bounced Permanent: Domains incorrect or permanent network errors. Invalid addresses because there are no boxes, poorly written directions. These emails should be turned off in our database.
Bounced Temporary: Problems are temporary destination, box full server. Generally the platform retried several times before marking the contact as bounced.
Rate or Open Reading Rate
People who selected the email in your inbox and emails have been opened: In this metric the read emails are located. The read rate is the number of emails that were opened on the number of emails delivered hundredfold.
Reading Rate = (Read / Delivered) * 100
The quality of database and the subject are the main factors that come into play when measuring and analysing this metric.
The reading rate depends on the quality of the database, the category of the particular campaign, but reference may consider whether a campaign was successful or not based on the following percentages:
Over 30% of reading, we can consider the impact of our campaign was Excellent
Between 20% and 30%, the impact of our campaign was Very Good
Between 10% and 20%, Good impact
Less than 10% of Fair to Poor
It is essential to be aware of the results of this measure and act in time to get better and better results. There are many strategies that can be performed, one of which is to perform a second mailing to contacts who did not read the newsletter, with a different, more striking or other connotation matter, and at another time or day.
Rate or CTR Clicks
This is one of the key metrics for analysing the success or failure of an email marketing campaign because it is closely related to the conversion rate.
There are two key metrics that relate to the clicks:
Index Clicks or CTR (Click-Through Rate): The number of hits in a season in relation to emails sent.
CTR = (Clicks / Sent) * 100
Index Clicks on openings or CTOR (Click-To-Open Rate): Demonstrates the interest of people who read the mail on the content of our message.
CTOR = (Clicks / Read) * 100
The audience, format design, the number of links in the message, call to action buttons, highlighted phrases is some of the factors that can influence the outcome of these metrics and to be analysed in detail to maximize conversion and impact our campaign.
Virality rate or VTR
Complementing our email marketing campaigns with social networks is a viral marketing strategy that achieves excellent results. The VTR metric (Viral-Through Rate) This metric measures the degree of virality that took our campaign:
VTR = ((Shared with Social Media + KIP A Friend) / Sent) * 100
Or if we consider the read, we could calculate the Vtor (Viral-To-Open Rate):
Vtor = ((Shared with Social Media + KIP A Friend) / Read) * 100
Tips to Improve your Email Marketing metrics
Here are some tips that can provide you to improve the performance of your email marketing campaigns.
* Issue: Is one of the keys to the success of your campaigns. To say in simple and short words what you will find in the email. Never give false expectations. No place in capital cases, or more than 50 characters.
* Database: Hold clean and segmented database, this is a capital of a company, as customers are and know that you yourself took you time to collect them. Segmented according to the interests of your customers and makes strategies for their preferences.
* Plan your strategy: Planning an email marketing strategy based on objective and what is expected of the campaign. They can be quantitative or qualitative.
* Contents and Design: As people have opened your Newsletter and expect to find what you expressed them on the matter, so it is essential you make the connection to the content thereof. Send relevant content, striking design and well featured buttons, knockers of action to guide the public to where you want.
* Do viral email marketing: Integrating email with social networking is a must for any communication strategy.
* Hits / desired targets: Measuring the end result against the expected goals of email marketing campaigns can again analyse the success or not of the same, and according to what managed to make new plans of action.