As long as you can effectively track email campaign about how good or bad it is, you need to take it out of your email marketing plan. Read this short read to find how you can measure accurately. We see so many aspects of digital marketing nowadays that a digital marketer is often spoilt for choice. He could go with the evergreen website, or he could start a regular blog. There could be at least 5 to 10 social media platforms in which opening an account would be very useful for promotional efforts.
But amidst all these attractive options, one of the oldest means of promotion is still going strong – email marketing. While there are a billion active websites in 2019, there are as many as 4 billion active email ids in use today. Irrespective of the size of the business, almost a third of businesses send daily emails, and more than 40% send emails a week.
While there is very little debate about the effectiveness of email marketing, there is one small thing that most businesses miss out. Back in the day, businesses used to take on hire a well-placed billboard on one of the busy highways, put up their promotional messaging on it, with the hope that most people passing by that way would see it.
But today, no marketing makes sense without some kind of dipstick involved at regular intervals. In case you are utilizing email campaign as part of your digital marketing efforts, as you should, then your efforts would be worthless if you do not ask yourself these difficult questions from time to time.
Let us see what three of those questions are, how you can measure the answers, and what to do if some of those answers are not satisfactory. And once we have seen these three metrics about your emails, we would also look at a few related aspects that would help you track wins and fails of your email campaigns.
This is the first thing you should be finding out about. It has less to do with the quality of the content of your email, though. It is a question whose answers are more technical in nature. Depending on which server you are sending your email from, and which email servers are hosting the emails of the intended recipients.
Due to a technical mismatch, some servers automatically decline mails from you. Or the intended recipient might have put a filter in place. Whatever the technical reason, many of your mails might not be reaching the recipient’s mailbox at all.
If you are sending the mail to a hundred people, and 9 of those mails haven’t been delivered, then you have a delivery rate of 91%. This is the first thing you should be tracking, at least once a quarter. In case you find a delivery rate less than 90%, then you must have a relook at your mailing list and try to identify and weed out the ones which have closed or are returning your emails.
So, you have crossed the first hurdle, and your email is actually being delivered to the intended recipient’s mailbox. The struggle doesn’t end there, in fact, it has only just begun.
The email that reaches the recipient should intrigue him enough to get him to open it unless he is anyway sold on you and was actually awaiting your email. If a hundred mails have been sent by you, then the number of mails which have been actually opened by the recipient (this can easily be tracked by the ‘read receipt’ function, no complicated tools needed) gives the Open Rate.
If the recipient knows your id and is actually keen to read what you have sent, then he or she would automatically and immediately become part of the Open Rate. But in case that is not the case, you need to have a crisp yet informative and intriguing subject line. Additionally, if you feel that your company’s name might not strike a chord with the recipient, you can consider using a personal name in the email id that is used to send the emails.
This is the third and most important measure of how effective your email campaign is. Whenever you send an email, it is usually to inform about your company or about a new product or service your company is bringing out, or to invite the recipient to a specific event (online or offline), or to inform about some promotional offers you are providing.
The test of your email’s effectiveness is how many of your recipients actually do it. The reason we call it clickthrough rate is because whatever you want the recipients to do is usually done by clicking on something. A survey would have a button (or two) to be clicked on, an event intimation would have a ‘confirm attendance’ button, and most other emails would have a link to your website or to an external website.
The number of people (out of the total who received a particular email) who clicked on that would give you the CTR.
Most digital marketers admit that the endgame for their email marketing campaigns is to get the recipients to navigate to the landing page.
Once you have begun to get a good delivery rate, open rate, and clickthrough rate for every one of your email campaigns, it is time to do what you can to improve the results on your webpage, where the recipients would most likely be navigating to. What happens on your website finally actually decides the effectiveness of your email campaign. Let us look at some of these website related aspects you can also work on.
When the recipient does clickthrough on the link you provided in your email, but after landing on that landing page, leaves within a short while, never to return to that page again, the visitor is said to have bounced from your website. That adds on to the bounce rate. In order to keep your bounce rate down to the minimum, you must not only work on the content of your landing page but also ensure that it actually provides what the email had promised.
Although it doesn’t sound nice to say it, the fact of that matter is that email campaigns, website content and every other aspect of digital marketing is geared towards getting the visitor to be ready to pay for some product or service you are offering. That is why you need to measure how many of the recipients of your email campaign actually got sold on the hat you were offering.
Do not believe those naysayers who try telling you that email marketing is past its sell-by date. Emails are still a very effective mode of B2B and B2C marketing, and work especially well in scenarios where something needs to be explained in some amount of detail. So keep carrying out those email marketing campaigns, but just make sure you keep measuring the effectiveness of what you are doing.
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