Every once in a while we create email campaigns to send out to your customers. It’s usually about a topic that we assume interests them, but does it really interest them enough to click on the mail once it reaches their inbox?We should know that email campaigns does not end with the send’ button. You need to ensure that the time you invested in creating the campaign is giving you a good return. By simply tracking three metrics, you will get a good sense of your return of investment.
1. Check Open Rates
The open rates tells you the percentage of people who viewed and potentially read your email. How often you send the emails and how your subject line is framed heavily influences the open rates.For example, the subject line should pique readers’ interest and tell them everything they need to know within a line. Ensure that the listings you send are relative. Some words that you use generate more open rates than the others, such as this:
This lets you know how you can improve your campaign and
how you can modify it to your customers’ wants.
2. Keep a tab on the Click-Through Rates
The click rate is to measure how many people have clicked the links provided in your newsletter. Without this click rate, you will not get the conversions. But this modifies itself a bit with the content provided by you in the email campaign – how relevant it is to your audience, how often you send it, your use of personalisation and segmentations, etc.
In order to sustain this, include a link to your website in the emails. By sending targeted messages to each segments is one of the best ways to increase click-through rate. In this way, you will reach the prospects that find your content most interesting.
3. Check your Conversions
This refers to the people who actually act on the call-to-action from your email.
If you are selling a product or service, the ultimate measure of the effectiveness of an
email marketing campaign is how many of those subscribers converted to a sale or lead.
Tell your audience what you would like them to do and how to go about it. Provide them with links or phone
numbers that will get them to react to know more about your email. Conversions are the goal of your email.
Tracking them will let you know if people are responding to your emails with the actions you would like.