Wondering how well your email marketing efforts are doing? In this post, you’ll learn the important metrics that you need to monitor regularly. If something is not working out as you expected, you can use these tips to learn why.
Email Delivery Rate – This is always the best place to start. If you use a high-quality email autoresponder service such as Aweber or Get Response, the delivery rates should always be high. It is important that you measure this every time you send an email blast. That way issues will be discovered and rectified in a timely manner.
It doesn’t matter how engaging your emails are if your subscribers aren’t 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 spam, 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 different approach with your subject lines and monitor your open rates closely to see what works.
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 here. It must be relevant to your subscribers and provide value. You need to use persuasive calls to action (CTA) with all of your links to entice your subscribers to click.
In the case of low click-through rates, take a good look at the content of your email and also the CTAs that you used to encourage subscribers to click. Make the necessary adjustments with your email sequences and any new broadcasts that you send.
Landing Page Bounce Rates – This 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 quickly, your bounce rate will be high. If this is the case, 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 landing pages perform best.
Here are a few more articles to help you on your email marketing journey:
- How to Create a Dynamite Landing Page That Converts
- Email Marketing: 3 Ways to Avoid the Spam Filters
- How to Use Marketing Funnels to Increase Business
If you need help creating email marketing campaigns and landing pages, we can help! Complete the form below and we will be happy to talk to you about your goals.