Though various social networking platforms have emerged today through which you can expand your business, the classic email marketing continues to be one of the best means to reach out to your audience. It helps you remain connected with your prospective clients on a regular basis. Unless you are spamming the recipient’s inbox, email marketing can actually provide one of the best ROI and help fuel your brand’s marketing campaign.
But how do you measure the effectiveness of your email marketing campaign? Here are some of the aspects which you can analyze the data received after sending out your emails:-
This is the first step to building your email marketing strategy. Delivery rate is essentially the number of emails which have been successfully delivered to your recipient list in percentage terms of the total emails sent out. It should ideally be around 95%. Even the emails which go to the spam folder are considered to be delivered.
Post your mail has been delivered it is important that the recipient actually opens and reads it. To maximize your open rates you should focus on having an attractive subject line. This is very important as this is what majorly determines your strategy ahead. The above metric is a strong indicator of how successful your campaign is. As per a recent study, open rates (worldwide) are usually in the 25% bracket. Even if your statistics fall below this line, it does not indicate that your campaign is failing. It is challenging task to get your subscribers, even those who are genuinely interested in your brand, to open your mail.
Click through rate is another important metric which marketers heavily rely on. When a mail has been opened, it may contain various links, to say the website, blog posts or products for sale. Click through rates determine how many people among those who have opened the mail actually click on these links. Most marketers strive to achieve a high click-through rate but are important to remember that not everyone who opens your mail will voluntarily redirect to those links. It will probably be a very low fraction of people who would actually take action, based on your mail.
First of all, it is important that you have a convenient option for recipients to unsubscribe to your emails. People should not be forced into reading your emails if they are not interested. Moreover, they can later flag it as spam, which could be worse for your business. Now, this unsubscribe button can have many stories to tell. A user would unsubscribe if the expectations he had initially are not being met. Unsubscription rates are around 0.22 percent globally. Though it is common for the audience to unsubscribe, they should not be a very large number. This may indicate that your email content is not up to the mark and you need to redesign some aspects of your strategy.
These are some parameters which you, as an email marketer should inspect. If all this seems too overwhelming to you, you could go to a third party email marketing specialist. Email marketing is not a lost art, as many believe it to be. If done properly, it can yield results which will help your company acquire more leads.