Dec 18, 2016

Measuring the Performance of Your Email Campaign

Dec 18, 2016 Data, Data Management

In a digital ecosystem, marketers need to connect with their target audience in a highly personalized manner, while still staying within budget.

According to recent reports, it has been stated that no other marketing category matches the longevity of email marketing. Yes, it is true! Marketing trends gradually appear, and then fade away with time. However, emails by far have managed to retain their spot as the most powerful marketing channel.

If you are wondering why, here are a few reasons:

  • Email campaigns can be personalized – Email campaigns offer the scope to connect directly with target audience on a wide range of topics. As in-depth information can be included in email campaigns, the language and content can be customized to appeal to customers.
  • Email campaigns are informative – Storytelling can be used as an effective sales tool to attract potential buyers and establish an emotional connection between your brand and potential customers.
  • Email campaigns have archival quality – Email campaigns can be archived, refreshed and re-purposed for months together, giving it a longer shelf life.

So how do you know whether or not your marketing email campaign is actually connecting with customers and winning hearts, or is it simply sitting in their inbox and passing time?

Use these five metrics to measure the success of your next campaign:

1. Open Rate
Open rate is a simple measure of how many people on a mailing list have actually opened your message. Marketers usually face a lot of pressure to attain the desired open rate. Yes, it can be tempting for marketers to be focused on target, however it is imperative for them support the numbers with valid reasons.

Though open rate for every business varies, there are lot many things marketers can do to improve the figures for better. Study your campaign mailing time and schedule your campaigns based on the time most preferred by your customers.

Here’s what you should look out for – If you’ve found the sweet spot for mailing your campaigns and still facing low open rate issues, it might be due to poor quality content. Make sure you are using the right tone that not only helps customers to connect with your business, but also compels them to read further. Also remember that subject line is divided into three parts: “The Label,” “The Subject Line,” and “Pre-Header Text.” Marketers need to wisely use a strong combination of the three to have a positive impact on open rate.

2. Delivery Rate
If your goal is to connect with your customers, your email campaigns need to reach your customer’s email addresses first. Determine the percentage of emails that actually reaches your customers’ email addresses. Most marketers agree that good delivery rate ranges between 95% – 98%. No matter how much effort you are putting into your campaigns, messy subject lines, spam-filled content, outdated mailing lists, etc., can have a substantial impact on your campaign delivery rate.

Here’s what you should look out for – Quality of mailing list plays a major role in impacting the delivery rate for your email marketing campaigns. Make sure to clean your mailing lists by removing invalid, outdated or recently unsubscribed entries.

3. Click-to-Open Rate
Congratulations! You have successfully overcome the hurdle of getting your email campaign delivered to the inbox and it is being noticed by the target audience, but don’t forget to measure the click-to-open-rate. Click-through rate (CTR) is usually considered an important metric for search engine marketing.

However, the Click-to-Open Rate (CTOR) takes the analysis a step further, helping marketers to measure the effectiveness of content, overall message and design in comparison to response.

Here’s what you should look out for – Higher CTOR provides a good opportunity to marketers to segregate positive email marketing performance from the issues impacting your success in such a manner that even broader click-through totals are not able to define.

You can calculate your click-to-opens by dividing the total number of unique clicks for each campaign by unique opens. Set your own target and keep a tab on specific Call-to-Action (CTA) buttons along with their placement to identify best performers.

4. Social Sharing Rate
With social media becoming an integral part of our lives, an honorable mention about your brand by a customer, along with a simple email campaign share on any popular social media platform is actually equivalent to brand promotion. In other words, we all like sharing good things with others, and the same is true for content. While creating your email campaign, always keep in mind that it will be viewed by other audiences as well in addition to your email list contacts.

Make sharing easy by including social sharing buttons at the top of each email campaign.

Here’s what you should look out for – Identify the social platforms where your email campaign gets shared the most. This will help you determine where you could find more readers, when preparing a list of all the social mentions over time.

5. Conversion Rate
If your email campaign is engaging enough to compel readers to click on the call-to-action button and convert, you’ve probably mastered the art of email marketing. Conversion rate is what matters the most to marketers.

Even if you are not actually selling products and services, you might experience an increase in blog traffic, eBook downloads, promo list registrations, etc., which is an indication that your audience is lot more, than mere passive consumers.

Here’s what you should look out for – Study the journey of subscribers over a certain period. How long does it actually take, from signing up for the email campaign to actual conversion? Is there anything you can do to help shorten the conversion process? For more insights evaluate your existing content, CTAs, and such other information. Identifying and fixing issues can help boost conversion rates for your email campaigns.

Assembling a successful email campaign includes many elements such as content creation, metric analysis, etc. A successful email campaign can be highly rewarding as it helps build connections between you and your customers in a way not possible by other email marketing campaigns. Remember, a successful email campaign is built well and made to last.

For More Information

We know how vital it is to find the right clienteles, and that’s why we work with you on Mailing Lists Data Entry and Mailing List Compilation to build a database of your target customers. We also assist you with Mailing List Cleanup and E-Mail Validation to fix your bad data so that you can better manage your email contact list.

For more information, please fill out our enquiry form or send us an email to info@suntecindia.com.

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