I can often be heard singing from the rooftops about the benefits of email marketing, especially in terms of measurability. However, what use are these statistics if you don’t understand what they mean, or how to take advantage of what they are telling you?
This handy guide will explain which statistics you should be keeping an eye on, and how best to use them to reach your goals.
What do my email marketing statistics mean?
Most email marketing software providers will offer some form of custom reporting, but the basics will remain the same, as outlined in the list below. It is also a good idea to use this data in conjunction with your website’s Google Analytics data.
The number of people that have opened your message. This essentially tells you who’s interested in what you have to say. The measure of a good open rate will vary depending on the industry you are in. If you want to increase your email open rate – and you do – we’ve compiled a list of how you can do just that.
Click through rate (CTR)
A measure of the level of engagement your campaign has received. You should be looking for a high CTR from the number of opens your email has received. CTRs can be improved by sending personalised or segmented emails to a targeted portion of your mailing list. It also helps to include offers and calls to action in the body of your email.
Delivered and Bounce rate
This signifies the quality of the data in your mailing list. If the number of emails delivered is low, and the bounce rate high, this is a sign of poor list management. Ensure you regularly cleanse your mailing list, removing inactive email addresses. It is also a good idea to remove inactive subscribers from your mailing list – anyone contacts who have not opened an email or clicked through in the past 12 months. However, so as to make absolutely sure, you should double check that a contact no longer wishes to receive your emails before removing them from your list.
These are the people that are no longer interested in what you have to say. This could be for a number of reasons. Perhaps they find your email content to be irrelevant, or maybe you’re simply emailing them too often. It might also be the case that they only signed up to your mailing list in the first place in order that they could benefit from a special offer.
It is good practice to have a clear option to unsubscribe within your email marketing messages, one that leads to a dedicated landing page. This landing page should give them the option to either unsubscribe, or reduce the frequency of the mail they receive. Give them the option to leave feedback, which you can use to improve your future email marketing.
Your web traffic is closely linked to your click through rate. It is another way of measuring the level of engagement your campaign has received. Although this is not usually an official email marketing statistic, it can be monitored in Google Analytics. You should see a spike around the times your campaigns are sent out, and certain campaigns will attract more traffic than others. For example, a clothing retailer might expect to see a boost in traffic, and an increase in sales, following a well-written email detailing a special offer or a sale.
Email marketing and mobile devices
With 41% of emails being opened on a mobile device these days, mobile is a key metric that you should not forget about. If you are not using mobile responsive email templates, you are at risk of potentially isolating almost half of your email list. Mobile responsive email templates are just as important as a mobile responsive website and landing page for your email campaigns.
Devices are a particularly important statistic to consider for those who are using email marketing to boost their sales. If an email is difficult to read on a mobile device, subscribers are less likely to click through and take advantage of a sales offer you are promoting. Mobile responsive templates are just one way of making your emails more mobile friendly. You can also improve the user experience by resizing images to fit a specific proportion of the screen the email is being read on, reducing file sizes to improve loading speeds and increasing the size of links and calls to action within your email.
If you want to meet your campaign goals, it is essential that you keep an eye on your email marketing statistics. By gaining a better idea of your recipients’ behaviour, you can create emails that your subscribers want to read and encourage interaction with your company – whether you are looking to increase your brand awareness or boost sales.