Once you start implementing next-level email marketing tactics and techniques, how will you know if they’re successful? You may start to see an increase in sales, more inquiries, or more visits to relevant pages on your website – but can you be 100% sure that it’s your email marketing that’s contributing to this uptick?
You need access to tangible, measurable results and actual numbers and stats. Email marketing platforms, third-party apps, and Google Analytics can all provide valuable information and insight into your email campaigns and automations.
Within these platforms and apps, there are a number of metrics you can monitor to see how you’re doing, but the most popular ones include:
It’s essential that you track performance to see if each next-level strategy is helping you to achieve your goals. Then, you can refine each tactic for better results in the future.
Let’s explore the top performance-related metrics, what to look out for, and how you can access them.
Open rates tell you how many people actually opened your emails. If you have a high open rate, that means your email campaigns are reaching your intended audience, and they are interested in what you have to say.
If your open rate is low, this could indicate that the content you are delivering isn’t relevant to your target audience, or you’re not sending it at the right time, and you need to adjust your approach. Try testing out variations of new, improved subject lines, personalizing emails, adjusting the timing of your email triggers, improving your segmentation, and optimizing your emails for mobile.
You can find open rate metrics in your email marketing platform.
Click-through rates can provide insight into the success of your email marketing by showing how many people clicked on a link in your email. The higher the click-through rate, the more successful the email was in motivating people to act. By tracking click-through rates over time, you can also determine whether your email campaigns are becoming more or less effective.
A low click-through rate indicates that the audience is not engaging with the content, or that the content is not effective in attracting clicks. This could be caused by a variety of factors, including poor placement of the link, lack of interest in the content, or incorrect targeting of the segment. Try adding visuals to the email message, split-testing various elements of the email, or adding a stronger call to action.
You can find click-through rates in your email marketing platform.
Conversions show how many people actually engaged with the email and took an action based on the content. This could mean anything from signing up for a newsletter, making a purchase, or clicking through to a website. By tracking conversions, you can measure the effectiveness of your campaigns and adjust accordingly.
A low conversion rate could indicate that you’re sending the email at the wrong stage in the customer journey, that you need to improve your segmentation, you need to nurture the relationship more, or that your content isn’t relevant and you need to personalize more.
You can track conversions using website analytics, your email provider, your email marketing platform, or by using your e-commerce site’s analytics (if you have one). For example, if you’re using Shopify, you can see the number of orders that were generated from specific email campaigns.
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