Statistics can be a hassle to deal with. But it canbe to your advantage if you know the number of people that are reading your email andfollowing through with action. They will tell you if the campaigns you are using for marketing your small business are actually effective or simply a waste of your time.
There are email service providers who offerstatistics, some of which are more detailed than others. You need to understand what the statistics mean and how they should be improved.
1.Bounce Rate- the amount of emails that were returned as undeliverable. This will occur whenan email address is phony or has a spelling mistake.
Should this happen, no emails will get through to them. It’s best that you remove these email addresses from your address list. You mayconsider calling these customers to confirm their email if you aren’t sure you want to delete them.
2. Open Rate- the number of emails that are opened and used to compare the number of emails that have been delivered. This can normally be viewed as a percentage, but therehave been debate about what was considered a“normal” rate. Rarely will you see a percentage rate of 100 percent.
To better improve your open rate, you should personalize the “from” field with a name that is factual as opposed to an email address that isimpersonal. You will also want to write a subject line that will hold interest and make people want to read more.
3. The “Click Through” Rate- this is the number of clicks that a link will receive. If you have links to your website, Affiliate product, Facebook page or coupon redemption page, this will berelevant. A high click through rate will indicate that you have written compelling copy and your offer was valuable to your list.
If your next step is to make a phone call or visit, you will have to measure the responses in person. You should do this by asking them how they originally heard about you or what prompted them to contact you.
Pursuing and understanding what your email marketing stats mean, is very important to marketing your small business through email.Experimenting with your next step to find out ifyou’re unhappy with your numbers or feel that they should improve.
Experimenting simply means that you will splityour list into two and then create two different versions of the exact same email. The new version of your email may have a different subject, but will hold the same body copy.
Or the subjects are the same but your call to action will be written differently. You will needto make sure that the results are meaningful by testing one variable at a time.
Try running your campaign to find out whichversion of the email had higher scores. Discover what you did differently to gain higher scores, and continue that practice in future emails.
Separating your lists to conduct this list shouldn’t worry you, because it’s not needed.The more popular email service providers offer“Split” or ‘A/B’ testing along with their services.This software will take care of splitting your list for you.
If a case occurs that you do not see drastic differences between your tests, don’t give up on your email marketing. You can delegate the work to another employee with good writingskills or may want to consider hiring a professional copywriter that has experience specifically with email.
Email is a very viable means of marketing yoursmall business and growing a strong prospect and customer base.