How Can You Effectively Track and Improve Your Email Marketing Campaigns

The importance of a sound email marketing campaign cannot be stressed enough. Reports have shown that emails can generate an ROI as high as 3800%. However, to get this promsing ROI, you need to keep an eagle eye on the performance of your campaigns and adjust your strategy wherever it might be found lacking. You can do this by tracking the right metrics.

                             

Let us have a look at what these metrics are, what they indicate, and how you can turn them into useful insights -

Open rate

This metric indicates the percentage of subscribers who have opened your email, out of your total subscribers.

If your open rate is low, this is a strong indication that the subject lines of your emails need your attention. A relevant, attention-catching subject line will ensure that your emails get opened. Of course, the problem might be that you are sending emails at a time when your prospects are too occupied or busy to look through them.

To improve your open rate, test out different subject lines and research the best times to send out emails based on the behavior of your target audience.

Click-through rate

This metric indicates the percentage of subscribers who have clicked on a link you have placed inside your email. This is a vital metric as it represents how inclined your subscribers are to take further action (such as subscription or direct purchase) through your emails.

If it is low, you will want to examine whether the anchor text you have used for the link is compelling enough for them to click, and whether it is placed in a position where it is easily visible to the reader.

Bounce rate

This is the percentage of the total emails sent which were unable to successfully reach the intended recipient.

In some cases, the email can bounce to due a server or other technical problem at the receiver end; however, it could also bounce due to an invalid or non-existent email. Thus, you need to carefully validate your subscriber list before sending out emails to prevent a high bounce rate.

Unsubscribe rate

This is the percentage of your subscribers who have opted out of receiving any further email communication for you.

A high unsubscription rate is definitely undesirable. There can be many factors responsible for unsubscription such as irrelevant/low-quality content, too high frequency of sending emails, and so on. You can simply send out a short survey to the unsubcribers to find and remedy the root cause, in order to reduce this occurence.

Of course, it can be quite difficult to execute a campaign and manually track these metrics. Using an email automation software will help you improve your campaign efficacy and get detailed, periodic analysis so that you can have more time to focus on your business strategy. You can also engage the services of a digital marketing company to strategize and execute creative email marketing campaigns on your behalf.

TSL Consulting Pvt Ltd is an integrated marketing company based in India. We offer customized outbound marketing, inbound marketing, digital marketing and data profiling services to a wide spectrum of small and mid-sized organizations.