Benjamin Franklin once said, “If you fail to plan, you plan to fail.” As much as I would like to pretend I knew this because I’m a historian brushing up in my spare time; it was actually in my fortune cookie last week. It’s also what spawned the idea for this latest email marketing tips post.
Planning how you'll measure success is the most crucial element in actually having success in your email marketing efforts. This means you need to identify some key metrics and make sure to track those on every email you send.
Here are the top 4 metrics you should measuring to check the effectiveness of your emails:
This is one that is shockingly overlooked, even by some of the most seasoned email marketers out there. Email deliverability gives a clear indicator of the health of your email subscriber list and can alert you to any problems with your email provider.
Email deliverability should be monitored after every send; any hard bounces should be removed from your list. By maintaining a clean email list, your campaigns will be more likely to reach your subscribers. You should strive to have an email deliverability of over 98% on all your email sends.
Deep Dive - 21 Tips on How to Improve Email Deliverability
2. Email Engagement
If you think email engagement can be measured just by your open rate, then sadly, you would be wrong. Open rate is a bit of an overrated stat. While helpful, it isn't always the most accurate indicator of engagement.
Open rates are calculated when a reader enables the images in your email to display—that’s it. Your email marketing program or a service such as Litmus should be able to capture more meaningful metrics like how many people deleted your email versus how the many read it and how long they spent reading it. These are much better indicators of actual engagement
Deep Dive - 10 Ways to Increase Email Engagement
3. Click-through Rate (CTR)
Unless your email has no call-to-action (which is never a good idea),the ultimate goal of every email you send is that your reader will click through to the link you provide. Emails are like movie trailers: They’re designed to whet your readers’ appetites and build enough interest so that they’ll want to click through to learn more.
Click-through rate is one of the best indicators that your email was successful. A high CTR shows that you hit the right people with the right message in a compelling way.
Deep Dive - How to Improve Email Clickthrough Rate
This is the goal you should ultimately be concerned about—whether your readers actually convert, or complete the action you want them to take. This actually is usually something that generate revenue, such as booking an appointment, enrolling in a class, or making a retail purchase.
Your conversion rate is the best way to measure the effectiveness of any email campaign. Other metrics such as open rates and click-through rates are all just precursors to this ultimate goal. It doesn't matter how many people open or click your email if they don't ultimately convert.
Since your conversion rate depends on more than just the readers’ email experience, it’s important that the page you’re driving readers to is also optimized. Your email and conversion page work hand-in-hand, and must be executed properly to convert.
Deep Dive - 6 Landing Page Conversion Tips
About the Author
John Rigo is a content marketer with Booker. His areas of expertise are writing and market research. John brings a unique perspective to the blogosphere with his extensive background in publishing. He also has a love for small and local businesses – how they work, how they grow, and why they succeed.More Content by John Rigo