The purpose of all emails is to get the readers to click on the call to action and visit the web pages. Hence, it’s not sufficient to measure the email message’s success by how many sales ultimately end up making as it is very likely a highly effective email can result in a dismal sales response. It is important to be able to measure the effectiveness of the email message’s ability to drive readers to your sales letter in addition to being able to measure how many sales that sales letter produced.
People are checking their emails more frequently than ever before which imply you have more opportunities to have your emails seen and responded to than ever before.
The four email marketing metrics are:
- Delivery Rates: SPAM filters, the subscriber’s white-list preferences, ISP inbound email rules and other conditions that are beyond your control can affect the actual delivery of your email message. It is important for you to be able to track your “bounce rates” every time you conduct a mailing. Your web server management console should provide access to your email logs as well as log reading tools.
Tips for reducing blocked emails:
Ask your list members to add your “From” email address to their SPAM management system’s white-list. Always send your email from that same address every time. Perform regular list hygiene by examining your bounced mail log and removing bad addresses. Some ISPs have software that will automatically block anyone who sends too many undeliverable email messages to their mail server. Removing bounced names reduces your visibility amongst these ISPs. Investigate and immediately respond to all SPAM complaints. You may want to avoid ending up on known spammer’s block lists and responding to any SPAM complaint in a timely and professional manner.
- Open Rates: It’s a good thing to know the percentage of people who are actually opening your email. Open rate is calculated by dividing the number of times that the image was viewed or loaded into the recipient’s email program by the number of email messages sent. In most cases, your email message will be opened within the first 72 hours after it is sent. A good open rate depends upon the particular market segment you are targeting, the quality of your list and the effectiveness of your subject line.
- Click-Through Rates: The next important metric is the click-through rate from your email message to your sales letter/landing page or the number of people who open your email compared to the number of them that actually click the link to go to your website. A good target to try to hit is 12% or better. The best way to hit these figures is to make sure that your email message is targeted and relevant to your intended audience. Make sure your email message is focused on getting the reader to the landing page and not focused on actually making the sale!
- Un-subscribe Rates: Your un-subscribe rate is an important metric because it reflects the overall customer dissatisfaction rate. A high unsubscribe rate usually indicates that your readers are not interested in your offers. This usually means that you have failed to properly analyze your readers’ needs or you have built an un-targeted email list. The unsubscribe rate is as simple as dividing the number of unsubscribe requests by the open rate.
Keeping an eye on all four metrics of email marketing enable you to continually improve the response of your messages and resulting sales.