#1 – Open rate

Your open rate is important, because it has several larger implications for your marketing campaign. Opening an email is the first step in your email funnel.

If your readers aren’t taking that step, they’re as good as not in your funnel. Which means they can’t be converted into customers or have any other kind of meaningful reaction to your email marketing that impacts your bottom line.

So pay attention to your open rate, work diligently on your subject lines, but remember that there are several other metrics that should be optimized as well. 

#2 – Reply rate

Writing to a dead list is an often fruitless and frustrating exercise that yields poor marketing results–which is why your reply rate actually matters. The reply rate is exactly what it sounds like: how many people replied to your email.

This is a particularly important metric when running outreach campaigns, but also for your email marketing in general because it indicates list engagement. And engagement is key to a healthy list.

A list that is not engaged may still open and read emails, but they don’t act on them. If you’re seeing regular comments and replies from readers this is a good sign that not only is your list healthy and engaged, but you’re creating content that your audience wants to see.

Do expect some negative comments mixed in with the good ones, but understand that moving someone to say something to you at all (whether positive or negative) is good thing. 

#3 – Click-through rate

Now that you know people are opening and reading your emails, you want to look at if they’re clicking through. Effective, high-converting emails are not written to get a reader to buy immediately, but to click on a link, making click-through rate the best metric for measuring how effective your emails really are.

That’s because they reflect how well you persuade your readers to click that link.

Low clickthrough rates can indicate problems in several areas — maybe the call to action wasn’t clear enough. Or your body copy wasn’t persuasive enough. Or maybe you weren’t sending your readers the right offer and they’re simply not interested. This last one is particularly likely if you haven’t segmented your list.

Segmentation is key to a high click-through rate (as well as engagement) as it lets you send offers and content only to those people who have indicated interest in them–which means they’re already more likely to click-through and convert. 

#4 – Overall conversion rate

The difference between conversion rate and click-through rate can get a bit murky. Technically, since the goal of your email is to get a reader to click, your click-through rate could easily be considered your conversion rate for that email.

However, your overall conversion rate refers to the percentage of readers who opened your email, clicked through, and continued on to actually buy your product or sign up for your service (or any other conversion goal you set).

Tracking conversions from email open to purchase makes it easier to track the ROI of your email marketing program, because you know how many of those email readers turned into actual customers.

When you combine that with the average order size of your readers, you can directly link your email marketing program to specific revenue amounts, which is extremely valuable for your company.

In short, when looking at your emails, make sure you’re tracking metrics that help you understand how people are interacting with your emails, and that help you see how your email marketing program fits into your company’s revenue stream as a whole.

  • Posted by admin
  • On September 8, 2017


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