E-mails are an important aspect of any business model. Studies show that 77 percent of consumers choose email as their preferred means of receiving online promotions and advertisement.
To run a successful email advertising campaign, a telemarketer has to pay acute attention to email metrics. It is always advised to use a professional email analytics tool to track different metrics of your email marketing campaign. Here are the metrics you need to keep a close eye on.
Click through Rate
Clickthough Rate or CTR is the percentage of recipients who click on one or more of the links that are contained in your email advertisement. It is the most commonly monitored and one of the most important metrics for all email marketers who are constantly looking into improvement through metric tracking. By tracking your CTR you get an insight into the number of people on your email list who are actively engaging with the content you are advertising and showing an interest in learning about your offer. CTR is used to determine the result of an A/B test as well.
Conversion Rate is the percentage of recipients who have clicked the link on your email advertisement and have performed one or more actions which was required of them. The success of your call to action, which determines your conversion rate, gives you an idea about the success of your email marketing campaign. This is the measure of the success of your email marketing campaign.
Email Sharing/Forwarding Rate
This is the rate at which your email is shared or forwarded by your recipients. This is extremely significant because it helps you build new contacts. This can help you attract new leads and thus, improve your conversion rate. It also says quite a lot about the marketing campaign which must be offering something lucrative enough for a person to share it with his or her contacts. This can give you an idea about the nature of campaigns which are more likely to see success in future.
Bounce Rate is the number of emails that could not be delivered to the email address. A soft bounce occurs when there is a temporary problem with a valid email address while a hard bounce happens when the email address is nonexistent or no longer valid. High bounce rates question your authority as an email telemarketer and hence it is absolutely important to keep the number of your hard bounces to a minimum. Internet Service Providers can blacklist you as a spammer if you have too many hard bounces. To avoid this, update your recipient list regularly.
Overall Return On Investment
Lastly, but most importantly, overall Return On Investment (ROI) is the total revenue generated by your email marketing campaign, per unit of expenditure on the campaign. This is the profit that you made during your campaign and the actual tangible results of your hard work. It also establishes your value in marketing to your investor and the basis on which your potential investors will take a chance on you. It is a measure of how effective the campaign was with your contacts. The end result of all your marketing work is an increase in your ROI.
There are a couple of other factors that you also need to keep a track of in your email analytics. Keep a tab on the subscriber growth rate as well as the rate of unsubscribes. These give you an idea about how your marketing campaign is viewed by your email contacts. While it is important to know the number of new leads generated, it is also crucial to know the open rate, that is, the number of customers who have actually opened your email. It tells you how to generate interest better among your potential customers. Tracking your metrics minutely will help you develop better and more effective email marketing campaigns.