The Importance of Email Marketing Management
One of the great benefits of email marketing
mangement is that it delivers measurable metrics. To run a
successful email marketing campaign, you need to monitor and
understand email statistics such as Open Rate, Click-Through
Rate (CTR), Bounce Back rate etc. Understanding these metrics
will allow you to improve your email marketing campaign and
achieve better results.
1. Basic Email Metrics you should evaluate in
each email campaign:
Open Rate - that is the total number of emails
opened (in HTML format) divided by total emails
Click-Thru Rate (CTR) - calculated as the
number of unique clicks on links in the email divided by the
number of emails opened. It basically means how many people
interacted with your email.
Bounce Rate - represents the total number of
emails that were not delivered and bounced back. There are
several reason why the email was rejected such as the email
address is no longer valid, a server filtered the email out, or
the recipient’s mailbox was full and over quota.
Based on your unique email marketing campaigns
objectives, you can measure more advanced statistics such
- Number of Emails Open based on
Region/Country - Number of Click-Thru based on Region/Country -
Number of Sales based on Region/Country/referring URL -
Conversion (Click to Sales) Rate - Total Revenue per campaign -
Return on Investment (ROI) per campaign
2. What metrics you should focus on?
Well, this really depends on your campaigns
objectives. Open rate is a very important indicator to some
extent however to get a better picture of your campaign
performance, it should be analyzed in combination with other
metrics - such as click through rate (CTR) and click to action
rate (conversion rate).
Why is that? Because CTR and conversion rate
are able to tell you how many recipients took an action you
wanted them to take, such as purchased your product, signed up
to your newsletter, downloaded the whitepaper etc. Whereas the
open rate will only tell you how many people read your email.
So in order to measure the effectiveness of your message, you
need to go beyond the open rate down to the action level.
3. How to boost the Click-Through Rate
Savvy email marketers not only want to get the
email opened and read but also want to know how many people
clicked through (measured by CTR) and they want this number to
be as high as possible. There are few key points in each email
you should review because they critically influence the open
rate and CTR. Those are:
Subject Line and Greeting: Make you subject
line attractive. Subject line is one of the most important
factors that may affect your email campaign results. However,
please do not over “optimize” your subject line otherwise it
may look like spam email and the client could delete it without
opening it. Keep the subject line short and specific, and if
possible address the subscriber by his/her name.
It should be obvious from the first paragraph
what you offer as well as why the offer is important to the
recipient and how he/she can benefit from it. The first
paragraph should grab the attention so don’t write it too long.
Include your offer on top of your email and make your offer
attractive to the recipient (discount and free offers usually
make users to click).
Call-for-action: Always include
“call-for-action” button or link to instruct the user to click
for more details.
Spam issue: “Spam” issue may affect your
successful open rate tremendously. Most of the ISP and hosting
companies have implemented the “spam filter” that can filter
out suspected spam emails. Please try to avoid using any common
suspected spam words such as “free offer”, “money”, “30 day
guarantee”, “free trial”.
Message Design and Structure: Use same colors
and images in your emails; this will help people recognize your
brand. When you have a lengthy message, try to include
interactive links so people can access more information through
your website. Also, very few people read the email word by
word, most of readers just scanning the message to quickly find
out what’s in it for them. Keep this in mind and structure your
email - include headings to separate the message and use
bullets so the reader can easily see listed features or
Today’s readers are busy people and it usually
takes them just few seconds to decide whether to read your
message or delete it. So construct your message carefully and
monitor your email statistics to find out what works best for