The biggest challenge of the digital industry is that it’s constantly innovating. So as a marketer, you have to keep up with the latest tools and platforms. And there are many. Sometimes it feels like all these techniques form an obstacle to working effectively. What is the point of using Pinterest if it doesn’t suit your goals? Maybe it’s a relief to think of all we can do with our tools. Since the early nineties, email, for example, has been a constant method of communication; where would we be without email marketing?
Defining your goals is fundamental in digital marketing activity. What do you need from your email campaigns? Subscriber engagement? Lead generation? Email marketing can be very effective if executed correctly.
The secret of email marketing is that it enables you to tailor your communications to the interests of a subscriber list who have already opted-in to read it. This means your audience is already listening a bit more than audiences on other channels because of the obligatory opt-in. So as a marketer, you gain direct visibility in their inboxes. The most important skill you need to have is measuring it all!
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Click-Through Rate
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Conversion Rate
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Subscriber List Activity
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Bounce Rate
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Engagement
Click-Through Rate
It shows some real interaction and, therefore, engagement. Click-Through Rate indicates how many click-throughs and what they click, thus: what is of their interest.
Conversion Rate
The next step to analyse is the conversion rate by examining clicks. In a firm email, you create a Call to Action. Whether your specific CTA is to subscribe to a service or to download or buy something, this is how you can measure if you’re achieving your goals.
Subscriber List Activity
List growth is just as significant as list decline. Growth means more people are engaged with your email, and decay is natural, like trees. It’s important to know what causes these changes in your list activity. Are your subscribers likely to subscribe because of certain content they like? And what do they like exactly? Also, you want to know why people opt out by analyzing the same factors. Ask yourself these questions:
- Did you segment your list correctly to target the relevant content?
- Is my data cleansed regularly to avoid old email contacts?
- Did I give people a chance to opt-out in a re-engagement campaign to filter unqualified leads?
Bounce Rate
Bounce rate is the percentage of emails that could not be delivered to subscribers and were sent back to your provider. There are soft bounces and hard bounces. Hard bounces are permanently rejected messages due to an invalid email address, or the recipient’s server has blocked your server. Soft bounces are only temporarily rejected messages because the recipient’s inbox is complete, the server isn’t working, or the email exceeds the size limit the recipient or provider set.
If your bounce rate is high, you should cleanse your data. Hard bounces can be removed from your list. If you don’t release them, your risk damaging your sender's reputation as your email might be triggering spam filters!
Engagement
What’s important to notice when you analyze why people open your email? Let’s talk about time: when do you send out your email, and how long is your audience interested? There’s no truth about the right time to send your email; it’s variable for every company. It depends on your target group: what industry are they in, their working schedules, and where do your readers live? Experiment with your sending time and measure when the engagement is the best.
Final words
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