One of those more tedious tasks in email marketing is measuring the results from each email campaign. Tedious or not, knowing your results is important to your overall success.
Results consist of much more than just how much money you made. To properly understand how effective your email marketing campaigns are – so you can improve on the next campaign, you have to look at several things.
Day & Time
If you sent out your emails on different days and at different times, compare the days and times. Look for trends in when people opened and took action. Note the most active times so you can plan your next campaigns schedule.
In order to keep your list clean & improve your stats, you’ll want to watch your hard bounces – those from permanent invalid addresses. Regularly remove these hard bounces from your list. For the remaining soft bounces, if possible, check the replies for the reasons for the bounces. Was the inbox full; was your content spammy sounding?
Look to see what percentage of emails were actually delivered to the recipients inboxes. If your email service provider does not offer this measurement, you can find it by taking the gross number of emails sent and subtracting the hard & soft bounces. Then take the balance and divide that by the gross number sent.
Knowing your delivery rate will help you see if things start to slip. If you have a particularly low delivery rate for one campaign, compare it to a few who had good delivery rates to see what the difference was. Look at the subject lines and content. The items you promoted and the wording you used in your call to actions. All of those can affect delivery rates.
Click Through Rate
Determine how many people opened your message and clicked through to your offer. The click through rate will help you determine if your messages are relevant and compelling enough to get people to take action. According to studies conducted in 2012, the average click through rate for email campaigns hovered around 20%. If your campaign is falling short of this, look back at others that did better and see what you did differently.
These are just a few of the metrics you should look at with campaign you do. The information you gain will help you build better performing campaigns in the future.