Assess

Measure clickthrough rate to pinpoint how many engaged with content

Appraise

Determine conversion rate of emails to check progress of your campaigns

Adjust 

Fine tune your email marketing campaigns based on what metrics show

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Measure Results to Learn if Your Email Campaign Strikes Paydirt

Last month, Net Results zeroed in on how to mount effective email marketing campaigns. In this month’s follow-up, we examine best practices in measuring email marketing success. The best campaigns are of little use without leveraging metrics to learn if emails are connecting with your brand’s key targets. Look to clickthrough rates, conversion rates and other gauges to develop a revealing picture.

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708-246-4211

CLICKTHROUGH RATES OFFER INSIGHT INTO RECIPEINT ENGAGEMENT

Ask top marketers what measurements they most often track. The probable answer: Clickthrough rates. This measurement delivers a clear sense of how many people on an email list engage with your content to learn more. One survey of almost 200 marketers discovered a full third (33%) regard clickthrough as one of the top metrics tracked. A clickthrough rate is the percentage of email recipients clicking on at least one link in a specific email. This may be the best tool in tracking daily email marketing efforts, because it’s easy to gauge performance of every email that’s dispatched.

In our follow-up to last month’s edition, we investigate the importance of measuring email marketing effectiveness, identifying the best “measuring sticks” along the way.

Percentage of American B2B and B2C marketers reporting they grew email marketing budgets (62%) far outstrips percentages increasing budgets for other marketing tools.

Read Email Marketing Rules: 184 Best Practices to Optimize the Subscriber Experience and Drive Business Success, By Chad S. White.

Some of the marketing metrics that measure email campaigns must be used every week, others every month, to ensure campaign ROI (Return on Investment).

Email or call us at 708-246-4211 to learn the importance of measuring email marketing campaigns, and what measurement tools are best to use for each one. .

CONVERSION RATE GAUGES WHETHER EMAILS PROMPT ACTION

If your recipient has clicked through your email, what’s your next goal? Clearly, it’s that the recipient responds to the email’s call to action. This is the percentage of recipients clicking on a link in the email and doing what the email suggests, whether it’s downloading an e-book or buying a product. Measuring the conversion rate requires integrating the email platform with web analytics. But it’s well worth gaining guidance, as conversion rates are a direct measure of your email marketing success.

The more metrics you utilize in determining email marketing effectiveness, the more accurate the picture that emerges. Let’s drill into others.

• Open rate. This gauge, which reveals the percentage of recipients who actually open an email, can be controversial. Some marketers swear by it, others deem it overrated. But comparing open rates week to week can reveal campaign progress or lack thereof.
   
• Bounce rate. The percentage of emails that don’t reach recipients’ inboxes represents the bounce rate. Too many bounces can convince ISPs your brand is dispatching spam. That’s a reputation to avoid in forging successful email marketing campaigns.
 
• List growth rate. Want more customers? You’ll need a longer list of recipients. That’s why it’s essential to measure your email marketing list’s gains and losses. Attrition will take place naturally, so focus on steadily growing your subscriber list and updating regularly.