Excerpt from: The INSIGHT Blog
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| March 08, 2008 | | Email marketing metrics provide valuable information and if used properly can help improve your current email marketing campaigns. | Ryan Moss
Research Analyst
To many marketers the final step in an email marketing campaign is sending out the email. If you are one of these marketers you are ignoring a critical step that could greatly help you improve your campaigns. Nearly all email marketing service providers offer some form of metrics or analytics (statistics about your campaign) for you to view after sending your campaign. The most common statistics tracked include open rates, click-through tracking, number of forwards and number of bounced emails. All of this information is extremely valuable and can be used to better your campaigns. Here are a few examples of how this information can be helpful.
- Open Rates: If your campaign has a low open rate this probably means the subject of your email isn't very good. This will cause spam blockers to block your email or people who receive your email will think it is simply junk mail and delete it. Spend some time thinking of a creative subject line for your campaigns and avoid CAPITALIZING words. Additionally, several email marketing service providers allow you to customize the name that will appear in the "from" part of people's inbox. It is recommended to use something that people will recognize such as your company's name instead of your own name.
- Click-Through: Analyzing what links people are clicking in your campaigns will show you what interests these people. From there you can use this information to further segment your contact list, recommend additional newsletters you publish or even allow you to contact them about doing business together.
- Number of Forwards: Often times you can see how many people one of your recipients forwarded your email campaign to. However, rarely, if ever, can you see who they actually sent the emails to. If it is one of those rare cases where you can see who the email was forwarded to, you can contact those people and allow them to opt-in to your campaigns/newsletters. If you can't see who received the forwarded emails you can contact the person who forwarded the emails and ask them if the people he or she sent the email to would like to join your contact list.
Email marketing metrics/analytics provide very helpful information. By analyzing the data provided you could improve your own email marketing campaigns/newsletters and increase the size of your contact database.
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