When done right, email marketing will boost sales for your business and enhance customer retention. However, for email marketing to be successful, you have to track subscribers’ interactions with your campaign. And this is where many businesses fail. Many marketers say that email doesn’t work but the truth is it doesn’t work for them because they never take the time to check the type and level of interaction their campaign gets. Evaluating the performance of a campaign allows you to see what you are doing right and wrong, and the actions you can take to make the campaigns more successful. This article highlights the key email marketing metrics you have to track for success.
The first metric you should track is the open rate. This is basically the number of people who receive and open the email you send. The open rate shows you how many subscribers are interested in the subject of the email. Therefore, a low open rate can be an indication that you are sending the wrong messages to your subscribers or you are selecting poor subject lines.
If the former is the issue, you may have to do some customer analysis to know their interests and send them more relevant messages. Doing this helps in sending more personalized emails that have a higher open rate.
By using a service such as Piesync, businesses can integrate CRM and email and use the information collected by the CRM to categorize clients based on the interests, location, gender, and behavior, among others. The PieSync article on HubSpot mail chimp sync explains syncing and integration further. Piesync specializes in two-way sync for business apps and systems, to allow businesses to make the best use of their data.
This shows the number of subscribers who opened the emails and clicked on the links you have included on your email. Your email should have a call to action that sends people to your website, store or social media pages. Some of the major causes of poor click-through rates include a poor call to action, too many links, and sounding too pushy in your email.
The main aim of email marketing is to get customers to take some action. Email conversion rates show the number of customers who actually take action. For instance, when you send an email to subscribers with a link to sign up for a course on your website, the conversion rate will be the number of subscribers who signed up, divided by the number of emails delivered.
When you are building a mailing list, be certain that some people will opt out at some point. Every marketer does get some unsubscribers every now and then. However, if your numbers are too high, this could be an indication that you are doing something wrong. You could be sending too many emails or sending irrelevant content. Therefore, pay attention to the unsubscribe rate and work on creating good campaigns. Tracking metrics is the best way to evaluate the success of your email marketing campaigns and know where to make changes. Most email marketing software support tracking, so it shouldn’t be hard.