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Email marketing campaign – pressing send doesn’t mark the end


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Email marketing campaign – pressing send doesn’t mark the end

  1. 1. Email Marketing Campaign – Pressing Send Doesn’t Mark the End! Stop wasting your time! Don’t send another email marketing campaign without being able to tell who is reading it. It only takes a moment to connect a link and see who is engaging with every section. You spend so much time developing the perfect email marketing campaign – don’t just stop after you press send. There are so many tactics that can be developed once you utilize this tool, it should not be overlooked. First things first, you must follow these basic requirements before measuring: Ensure that your service provider can provide the key email marketing campaign metrics you’ll want to measure. Ensure that every link in your email is tagged with campaign tracking parameters your web analytics solution needs. Campaign tags are additional information that you apply to links. Once a link is clicked, the tag information is passed to Google Analytics. Tagged links allow you to evaluate the performance of individual links within your emails. Your website landing pages are tagged completely (with the correct JavaScript tag) This is a simple idea with a big impact — it will enhance the effectiveness of your emails immediately. Just think, the bulk of the work is over; once you’ve filled each of the requirements, you can begin measuring and analyzing email marketing metrics. To access your email marketing performance, conduct an ongoing trend analysis of several key metrics. Follow these important email marketing metrics to measure and improve the performance of your email marketing program overall. Delivery rate = (# of emails sent – # of bounce backs) / # of emails sent Metric Value: Reveals percentage of emails that were actually delivered to recipients’ inboxes. Note: Because of the increasing use of junk and spam boxes, bounce backs are not the cleanest way to measure deliverability. The emails might have just ended up in the junk email box where they never stood a chance of being opened. For best results, it’s critical to implement best practices for email delivery. Open rate = # of emails opened / # of emails delivered Metric Value: It can help you understand how effective the single most impactful thing in your email campaign is, i.e. the subject line. Click-to-deliver rate (CTDR) = # of clicks / # of emails delivered
  2. 2. Metric Value: this is a key measure of the quality of your email list, and of the effectiveness and relevance of your message. Subscriber retention rate = # subscribers – bounce backs – unsubscribes / # subscribers Metric Value: Measuring both the technical effectiveness of your email campaigns over time (reducing bounce backs) and the relevance of your messages and the targeting of the same (reducing unsubscribes). The subscriber retention rate shows: email relevancy, promotion relevancy and email frequency / timing. Conversion rate = percent of email campaign visits that clicked on a link with a CTA Metric Value: Reveals the percentage of recipients who clicked on a link within an email and completed a desired action, such as filling out a lead generation form, downloaded white paper, case study, etc. Bounce Rate = # of email campaign visits with a single Page View / # of email campaign visits Metric Value: Measure your landing page effectiveness. This metric helps you find opportunities for immediate improvement – such as pages and calls to action you should test, and content that fails to deliver. Depth of Visit = percent of email campaign visits that last longer than xx pages Metric Value: Reveals how compelling your offerings are to the audience you get at the site, and how well you are marketing to them. The xx in the definition forces you to think up front and plan for site behavior before you send an email blast and, of course, measure your performance against that goal. Even with the influx of social media – email remains an immensely credible and profitable source to market your company. Don’t let the difficulty of numbers stop you from measuring these metrics. Email marketing works and is an important part of outreach for your company. Are you utilizing an email marketing campaign? What results are you seeing? We’d love to hear how it’s working!