Email marketing without studying your email reports is like throwing a message-in-a-bottle into the ocean.
We’re going to show you how to use your email reports to see the impact email marketing is having on your business, using a simple but effective system.
If you want to accurately understand the impact of your emails, you’ll need the do three things: Analyze, Assess, and Adjust.
Analytics might seem intimidating and off-putting at first, but with these three simple steps, you’ll understand the impact of your emails with ease.
The first step of measuring the impact of your emails is to decide what it is you actually want people to do after they read your emails.
Maybe you want them to engage with your email, clicking the link inside and visiting your website. In that case, you should focus on measuring open rate, click-through rate, bounces, and opt-outs (unsubscribes.)
If instead, your goal is to solicit feedback from your audience through a poll or survey, you should be measuring response and completion rate.
Check out the table below for more examples:
Measurement strategies will also differ based on the type of email you’re sending.
Time-based promotional emails have some time-sensitivity around them, like a sale or an event. We recommend sending a short series of three messages for your time-based promotions: an announcement, a reminder, and a last chance email to get the best results.
For this email type, you’ll likely be looking at measurements like registrations, attendance, payment status, revenue, tickets sold, new customers, repeat customers.
This worksheet will help measure your time-based promotion emails.
The other type of email is non-promotional emails. These are the emails you send to add value or to share information with your subscribers. This would be something like your monthly or quarterly newsletter or your general weekly bulletin.
For non-promotional emails, you’ll look at things like open rate, click-through rate, video views, content downloads, website visits, and social media engagement.
This worksheet will help measure your non-promotion emails.
To effectively analyze your email reports, it’s important to set benchmarks.
Use these Industry averages to get a sense of how you’re doing especially if you’re just starting out.
Find how your numbers compare with others in the industry by setting up a business profile:
Once you get going, set your own benchmarks based on your past results.
Tip: Worry about the people who are doing things, not the ones who aren’t. Focus on those engaging with you and keeping those engagement numbers high.
Step 2: Assess how your emails are supporting your business goals
This is where you look at your numbers and assess what they’re saying about your marketing efforts.
Your efforts are either paying off for your business or they are not.
It’s as simple as that.
This step may seem scary and personal, but bear with us; it’s the most crucial step that separates ‘spray-and-pray’ businesses from data-driven marketers.
Let’s dive into an email report to see what metrics are available and what each metric is measuring.
Click on the Reporting tab in your Constant Contact account to view your campaign reports.
In the report above, you should see five columns that contain numbers: Total Sent, Open Rate, Click-Through Rate, Bounce Rate, and Unsubscribe Rate.
Total sent indicates the total number of people you sent this message to.
Open Rate shows what percentage of the total number of people who were sent the message actually opened to read the message.
Click Through Rate tells the percentage of clicks an email receives based on the number of contacts who opened the email. This is the finest indicator of interest in your report so pay close attention to how it changes from email to email.
Bounce Rate is the percentage of subscribers who were unable to receive the message. If you click on the blue numbers, the bounce report will give you a reason for why the system interpreted they didn’t receive the email. Keep an eye on this number. If it’s really high and increasing, chances are you have outdated contact information you’ll need to purge these contacts and start to gather more.
Unsubscribe Rate will show you how many opted out of receiving your emails. People often unsubscribe for reasons aside from anything you did wrong. Don’t be alarmed unless you see your unsubscribe rate jump from one specific email.
Hint: Use the data visualizations above the reports table to better understand your results.
Now is the time to step back to see the full picture and get your marketing up to speed. You shouldn’t be measuring email reports just for the sake of measuring. Instead, make sure you are measuring to understand the impact of your email marketing on your business.
Look at your open rate and click-through rate and compare them to your industry averages.
Then, use the chart below to figure out your next steps.
Tip: Tag or create lists of the people who click through your emails to make a list of your most highly engaged followers.
Measuring your email marketing might sound boring and difficult, but by following these three simple steps you will be able to fully understand how customers interact with your emails, and how your emails are benefiting your business.
You can then perfect your email marketing strategy and ultimately boost profits.
Want to send business-generating emails in no time? Our 5-step Approach to Successful Email Marketing guide will show you how!
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