Email marketing helps business people develop deeper relationships with a wide variety of customers in a cost effective manner. If you are planning to implement a targeted, easily shareable and properly measurable internet marketing campaign, email marketing is one of the most feasible options available and many intelligent business owners are making use of this method to stand tall among their competitors.
What is the most important metrics that determine an email campaign’s success? Here are the most significant metrics that you should consider to make your email marketing efforts highly result oriented:
The list size can always be described as a key metric and you can sense some changes in your key performance indicators when there is some difference in your email list size. When your list is smaller, you can almost make sure that all names in the list are loyal, passionate or committed to your brand and in such a situation, you can enjoy a better open rate and user engagement. When the list turns bigger, you are gradually moving away from a group of committed customers to a more generalized and less loyal audience. Consequently, your open rates, click-through rates and conversion rates come down. That is exactly where the importance of analyzing your list size comes in. You need to assess what types of users are likely to be in your list and necessary changes should be made to make your campaign highly successful and result oriented.
Email deliverability is a critical aspect that you must consider because if your emails do not land into the inbox of the customers, there is no point in sending these messages. Email delivered rate can be described as the number of emails that have reached the inbox of the recipients and, emails that landed into the spam or junk folders must also be taken into consideration while checking the deliverability rate.
Email open rate is undoubtedly one of the most significant metrics that you must monitor to optimize your email campaign in the best manner. Open rate refers to the number of people who have received your email and opened it and, this metric is often represented in percentages.
You need to check how many email recipients click on the links placed in your email. This number is known as CTR, and it is indicated in percentages. You should understand that most probably, CTR will be the first answer you get if you ask an experienced email marketer about the most vital metrics that they track.
The conversion rate is an extremely prominent metric that determines your email campaign’s success and it is the metric that gives clear cut idea about how many people you have emailed signed up at your website or performed a revenue-generating transaction.
This metric gives you an idea about the number of unsubscribe requests or spam complaints your emails are creating and it can be said without a shadow of the doubt that higher number of spam complaints or unsubscribe requests are going to hurt your email list’s health and sender reputation in a serious manner.
You have to check the number of email recipients who have pressed the 'forward to a friend button.’ 'Share this button’ that is being used to post email content to a social media network should also be checked. The percentage of people who perform both these tasks is known as email sharing or forwarding rate. A higher sharing rate clearly indicates that you are generating new contacts in the best possible manner.
Other important metrics about email marketing include historical comparisons and overall return on investment and, you need to analyze all these important metrics in a detailed manner to make your marketing efforts highly result oriented.
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