Without having the ability to test and analyze your emailmarketing campaigns, you cannot expect much improvement in terms of conversions
and return on investment. Testing the effectiveness of your marketing plan is
one of the most important reasons why you should be using a reputed email
marketing service provider that is equipped with the latest reporting tools. So
first thing in analyzing your campaign is to ensure your service provider is
able to give you reports with some key metrics on it.
1) Open Rate: This is always the first aspect that you need
to check. Open rate means the number of people that actually opened your email.
You should not confuse this with the number of people that received the email
in their inbox. Open rate is specifically those that read your subject line and
opened the email to read it. Typically email service providers insert hidden
pixels inside emails when they are sent out to check how many emails got opened
by the list subscribers. If you have an unusually low open rate, then it could
mean your subject is simply not catchy enough to get people’s attention. With
hundreds of marketing emails received each week, if your subject itself is poor
then most people will choose to delete the email. In some cases, if open rates
are extremely low, then it could also mean you have purchased the list and not
actually taken time to create a double opt-in list on your own. Hence open
rates are the first thing you need to see and if this is low, then the quality
of everything else does not matter. Open rate is denoted in percentage form.
Hence an average open rate would be something like 20% meaning out of every 100
subscribers, 20 people actually opened your email.
2) Click Rate: Once you know that your open rate is fine, the
next thing you need to check is click rate. Click rate is the number of people
that read your email and then click on a link in the email content. This is
assuming you have sent a promotional email where you want subscribers to click
on a link and take some action on the webpage that opens up. Click rates are
also denoted in percentage form. If your click rate is poor, then you need to
pay attention on your content. As long as your list is highly targeted double
opt-in list, it should get industry average open rates. From there, if people
are simply reading your email and not taking any action, it means your content
is poor. Take some time to understand what would convince the reader to at
least click on the link provided to view the landing page and write content
accordingly.
3) Landing Page Conversions: To analyze landing page
conversions, you will need to insert some tracking code of analytics services
in your promotional web pages. If you have good open rates and click rates yet
do not have any conversions, it could mean your landing page content is not
grabbing any attention. If click through rates are fine and as per industry
average, then you should ensure your landing page with the offer has content
that will lead to the final sale or sign up to your offer. Typically your email
content, landing pages, follow up emails together would be part of your sales
funnel that leads to conversions.
As you grow your list and send out emails, testing
effectiveness of your campaign using the above metrics becomes essential for
better results. You would need to carry out A/B split testing as well to check
what content gets more open and click through rates. We will cover A/B split
testing in another article shortly. However, till then please check the reports
provided by your email service provider to understand which aspect of your
campaign needs more help.
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