Congratulations! You’ve sent your first email campaign. Now, you’re ready to look at the metrics that indicate how your email performed–including how many opens and click-throughs it received. In other words, you’re ready to take a look at your email analytics.Email analytics include the metrics and KPI’s (key performance indicators) that help give you a better idea of how successful your email campaign was. Click To Tweet
They can include:
- Open rates–How many subscribers opened your email campaign?
- Click-throughs–How many subscribers clicked on a link included in your email campaign?
- Unsubscribes–How many subscribers unsubscribed from your list upon receipt of this email campaign?
Email analytics aren’t just useful for gaining insight into past performance, however. They can also be used to improve future performance, boost your response, and grow your list of subscribers.
In the following article, we’ll take a look at some specific email analytics…as well as how you can leverage those insights to improve overall response.
Click-through is more or less the “king” of email analytics.
Because it’s the most basic, bottom-line indicator of how well your email performed. It tells you what percentage of openers clicked on a link in your email–which ultimately gives you insight into the strength of your copy, design, and offers.
To calculate your click-through rate, you’ll want to divide the number of clicks by the number of delivered emails, and then multiply by 100.
(Total number of clicks/Total number of delivered emails) x 100
Using this same formula, you’ll want to calculate changes in your click-through rate, or CTR, over time. This should give you a good indication of how your response is either improving or declining over time.
One way to look at open rate performance is to look at how the number of emails you send affects response. In most cases, sending more email campaigns will improve click-through. In fact, companies that send 16 – 30 campaigns a month see a click rate that’s more than double the CTR of companies that send 2 or fewer campaigns a month.
On the other hand, sending too many email campaigns can also damage click-through rates. Ultimately, it’s important to continue tracking this metric to learn how you can improve response.
Next, you’ll want to take a look at the open rate. The open rate indicates how many of your subscribers opened your email campaign.
It’s easy to focus on open rate when looking at email analytics, because it lets you know how many of your subscribers were willing to initially engage with your email. That being said, CTR is a far stronger indicator of success, as it measures actual engagement and response.
Still, open rate can be helpful to look at–especially when looking at overall trends, or how subscribers respond to specific subject lines. For example, you might find that subject lines that ask questions get particularly high response. Or, you might find that subject lines that promise a free item inside generate curiosity–and opens.
Finally, it helps to know about open rate averages. B2C companies that send 16-30 email campaigns a month tend to get an open rate of 30.5% to 34.9%.
Conversion rate measures the degree to which your subscriber completed a specific action because of your email. In other words, if you designed an email to encourage users to take advantage of a seasonal sale, your conversion rate measures how many of your users purchased something from your sale.
You’ll calculate your conversion rate by dividing the number of people who completed the action by the total number of emails delivered.
(Total number of completed actions/Total number of delivered emails) x 100
Keep in mind that to measure your conversion rate, you’ll also need to use your webpage analytics to view how many users completed a specific action. So, while this metric is critical to understanding how successful you’ve been, it does take some additional effort to measure.
Unsubscribes refer to the number of subscribers who used your email to unsubscribe from your list.
While no one likes to see unsubscribes, viewing this metric can be helpful for understanding how certain email campaigns may depress responses. It can also be insightful for understanding how sending too many (or too few) emails may cause your list to shrink.
Finally, you’ll want to look at your overall list growth to see how successfully you’re gaining new subscribers. If your goal is to grow your audience–and in turn, potential new leads and customers or clients–your list growth is key. If you find that list growth is stagnant, then you may want to strategize on rethinking how to gain new subscribers….ultimately, leading to higher conversion rates (and profits).
A Few Tips for Improving Your Response
Here are some additional tips for boosting your overall response:
- Consider how timing plays a role in open and click-through rates. Experiment with different sending times/days to see when your subscribers are more likely to open your email campaign. For example, your subscribers may be far more likely to open your campaigns on Saturday morning than Thursday afternoon.
- Send an A/B test with different subject lines, email design, and timing to see which email performs better.
- Try different types of email campaigns–including promotional, seasonal, and more–to see what kinds of campaigns get the highest response from your subscriber list.
- Write a stronger call-to-action to drive your subscribers to a specific response. Many marketers slip up by thinking their responders will intuitively know how to interact with their email. Make a strong offer, and ask your subscribers to do something about it.
- Try segmenting your audience to tailor emails to specific subscribers. For example, you may want to create a tailored campaign for subscribers who have become disengaged, or a special campaign for new subscribers. In any case, treat your audience not as one uniform whole, but as separate entities with different needs.
- Finally, make sure your email is mobile-friendly. Test your email campaigns on a smartphone before sending, and make sure your email formats correctly.
Ultimately, nailing down an email strategy that’s right for you requires a bit of experimentation and patience. To learn more about building a successful email strategy, read our article on “How to Build an Email Marketing Funnel That Works.”
Create Better Email Campaigns with Capital Consulting Group
Email is a powerful, effective strategy–but it shouldn’t be done alone. To successfully build and send email campaigns to grow your online audience, you’ll want a partner that can help you strategize, build, measure, and grow.
Capital Consulting Group can help you create successful email campaigns to help you reach your business goals by:
- Creating effective, strategic email campaigns to capture the attention of your audience, grow readership and influence, raise brand awareness, and more.
- Develop your brand “voice” through our proprietary VoiceprintTM process that reflects the authentic personality of your brand…and helps you develop powerful positioning with your audience.
- Integrating your marketing stack to create a streamlined and effective system that helps you measure outcomes.
- Build a marketing strategy with clear, measurable results.
- And more.
If you’d like to learn more about how Capital Consulting Group can help you transform your marketing approach–and gain new leads and customers, click here to schedule a call with Claudia.