Email Marketing Metrics - Email Marketing

What are Email Marketing Metrics?

Segmentation

Segmentation is the art of splitting the email list into different groups. These segments consist of people with similar characteristics. Segments will then be emailed by reflecting the content and timing appropriate to them. Segmenting your email lists will help you in getting better response rates (open & click). By sending messages to targeted groups within your lists, your recipients will find your campaigns more appropriate; therefore these appropriate campaigns give better results.

What is the use of Email Segmentation?

As all your customers are not the same, they don’t necessarily

  • Have the same interests.
  • Come from the same sources (such as social sites, contests or in person).
  • Live in the same geographic location.
  • Belong to the same stage of your sales cycle.

Therefore, don’t treat all of them with a single email blast. In these days of social networking, your customers may also wish to know that you know them. Luckily, it’s not that difficult to create highly-segmented email campaigns.

There are four ways to segment your list with very small examples

  • Geographical Location (Your business wants to offer Hi-Tea in your locality).
  • Age (you want to target a specific age group for marketing).
  • Gender (Promoting Hair care products to Women).
  • Interest (Send emails to those who are Web Designers).

Analytics & Tracking

After sending an Email Campaign, then comes the stage of Analytics. Make sure that you have setup Analytics in your Email Campaign as many companies provide Analytics. One should have a strong eye on analytics as they define whether your email list wants to hear from you or not. Analytics report shows many factors.

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We have described all of them in brief for better understanding

  • Open Rate −the number of people who opened your email and the total no of times your email got open. If you have a less open rate, then you should make your email subject and content more attractive and try to send the email in different schedules.
  • Click Rate – the number of people who clicked a link in your email and the total number of times these links were clicked in your email. Goal of your email is to make the reader react. If this metric is low, then maybe the quality of your content is not that convincing. Ensure that your links and “Calls-to-Actions” are visible.
  • Bounces − the number of people who did not get your email, e.g. their email account could not be reached. To avoid bounces, ensure that your email list is clean from bouncing addresses. This list should significantly have those email addresses which have been collected from a signup on your website or having them opt-in to receive special offers from you, once they make a purchase.
  • Unsubscribe − the number of people who removed their email from your list by a link posted at the bottom of the email.
  • Forward − the number of people who forward the email using “Forward to Friend” at the bottom of the email. The email platforms should not capture data of people who click the actual forward link in their email client.
  • Complaints − the number of times a contact reports your message as spam in their email client. Similar to unsubscribe, to avoid complaints, make sure that you are not spamming your customers and don’t send multiple emails in a day.

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