Email Marketing - Measuring Your Effectiveness

You need to know how well your email marketing efforts are doing. In this post, we will discuss the important metrics that you need to monitor regularly. If something is not working out as you expected, you can look into this and try to establish the reason. Tweak your campaigns in accordance with their performance.

Email Delivery Rate

This is always the best place to start. If you use a high-quality email autoresponder service such as Constant Contact, Ixact Contact or Get Response, the delivery rates should always be high. It is important that you measure this often.

It won’t matter how engaging they are if your subscribers are not receiving them. A lot of free email providers such as Gmail and Outlook have spam filters that pick up on certain words in email subject lines and the body text. When emails end up in a spam folder, it is basically the same as them not being delivered at all.

Email Open Rates

Once you know that your emails are arriving in the inboxes of your subscribers, the next metric to pay attention to is your open rate. Usually, this is expressed as an absolute number and a percentage in the metrics of your autoresponder service. No matter how good your email subject lines are, you are never going to achieve 100% open rates. Your email subject lines are really important.

If you are experiencing lower open rates, you need to take a good look and see why. Take a different approach with your subject lines and monitor your open rates closely to see if this works.

Watch Your Click-Through Rates

When you send out email messages with links in them, your email autoresponder service will measure the number of click-throughs that you achieve with each email.
The content of your emails is critical. It must be relevant to your subscribers and provide value. You need to use persuasive calls to action (CTA) with all of your links, This will entice your subscribers to click. If your click-through rates are low, you will not turn subscribers into clients.

In the case of low click-through rates, take a good look at the content of your email and the CTAs that you used to encourage subscribers to click. Make the necessary adjustments with your email sequences and any new emails that you send.

Landing Page Bounce Rates

The landing page bounce rate information needs to come from the analytics that you use on your website. The best tool out there for this is the free Google Analytics program. Bounce rate is the amount of time that a visitor spends on your pages. You want visitors to your landing page to spend just enough time to understand the benefits of joining your list and to actually subscribe.

If your visitors are leaving your landing page in a hurry, your bounce rate will be high. Take a good look at your landing page and make the necessary adjustments to it. You can split-test using different landing pages to see which performs better.

If your email marketing efforts aren’t working out quite as well as they should be, try using the information provided here to get everything up to speed. If you have any questions or need help with your email marketing efforts, please feel free to contact us.

Email Marketing: Measuring Your Effectiveness