Email Marketing Software Places Important Metrics at Your Fingertips
With the right email marketing software, the days of blindly conducting marketing initiatives without being able to track your success and easily learn
from your experiences are a thing of the past. Now, email marketing software makes it easy to measure the effectiveness of your email marketing
campaigns down to the nitty-gritty details. With all this information at the marketer's fingertips, the pivotal question becomes, "how can it all be used?"
This article will discuss several key ways that the reports from your email marketing software can be used to boost your email marketing results.
1. Your Open Rate Can Highlight Problems with Your Email Subject
One of the most important reports that your email marketing software will generate is that of overall email 'opens'. Your email marketing software may
further divide this into unique opens vs. total opens. This is a vital metric because if people are not opening your email marketing campaign, then they
obviously can't see all the great offers or information that you've put inside the message. That is why this is generally the first report you should look at
in your email marketing software, since it can often act as an early indicator of a problem with your email name or email subject.
In many email clients that your subscribers may be using, all they can see is the 'from' name and subject. Then, they have to make a decision about
whether or not to open the email. If you have a low open rate, then the first thing you should do is ask yourself whether or not people recognize the
'from' name you are using. Most email marketing software solutions will let you enter any from name you desire. But, if your customers know you as
"Widgets Direct", but you send out the email from "John Smith", then that could be part of the reason you have a poor open rate.
The other piece of the puzzle is your email subject. While creating your email from within your email marketing software, you should be able to specify
the subject. The objective of the subject line is to describe the contents of the email, while at the same time eliciting people's interests so they want to
open your message. If you have a lackluster subject, then that could easily be an explanation for sub-par open rates.
2. Link Click-Through Measurements Can Tell You Where Your Readers Are Looking
Knowing exactly which links are being clicked can be very helpful when planning future email marketing campaigns. Most email marketing software
solutions will generate a report that shows you all the links in your email message and compare the clicks each one receives. This insight can be
useful because it tells you where your contacts are looking and what strikes their attention the most. From this information, you can figure out if your
audience is looking at the first featured article in the main section, an article snuck off in a side column, or maybe a quick links section. Everyone's
audience is different, but with your email marketing spelling out the answer about which sections generate the most action, you can more effectively
plan out future email campaigns.
For instance, if you can see that your "Quick Links" section containing links to key parts of your website is consistently a leading click generator, then
you can put important promotions or messages in that spot. This is a great way to boost click-throughs using readily available information from your
email marketing software. And, since clicks, in many cases, are what you need to generate sales, this is a measurement that should not be
3. Past Readership Habits Can Help You Segment Your List
Since your email marketing software will generate reports that clearly identify who is interacting with your email marketing campaign (whether it is
clicks, opens, forwards, etc), this opens up a world of opportunities for targeted email follow-ups. The purpose of this section is to figure out who your
key (or more active) contacts are, then spend extra time marketing to them. This generally produces a greater ROI (return on investment).
With most email marketing software solutions, you can take a cluster of people that performed a certain action (such as opening your email) and save
them as a new targeted segment. This lets you send a specific email marketing campaign to just those individuals who previously took your desired
action. Since you know these people are more highly qualified leads (after all, they already took the first steps towards interacting with you), it can
often be more beneficial to spend more of your time, attention and marketing budget reaching out to these selected individuals. This is not to say that
you should neglect your overall list altogether, as you definitely want to keep your brand in front of as many eyes as possible. But, if you have a limited
budget, using the reports from your email marketing software to further segment your mailing list can let you easily hone in on the people who, based
on past behaviors, are going to be more receptive to what you are communicating.
About the Author
Robert Burko is President of EliteEmail.com, the easy to use email marketing software solution trusted by over 30,000 businesses around the globe.
Now any business can easily point and click their way to eye catching and professional email marketing campaigns. Robert has been featured on TV,
radio and print publications across North America for his email marketing expertise.