Out of all digital methods, email marketing is one of the most useful. Campaign Monitor had some interesting findings regarding email marketing:

• 73% of millennials prefer email for business communication
• 80% of professionals claim they most use email marketing for retaining customers.

However, businesses can harness the full potential of email marketing only if they monitor and assess campaign performance analytics. Keeping track of key performance indicators (KPIs) helps increase engagement, content optimization, and conversion rates.

We will discuss the tracking of email marketing performance, the most important metrics of emails that help in optimization, as well as overarching strategies to improve email deliverability.

What Are Email Campaign Analytics?

Email campaign analytics encompasses the tracking, measuring, and analysis of data captured throughout email marketing campaigns. It provides insights towards:

• Engagement rates (open rates, click-through rates)
• Deliverability (bounce rates, spam complaints)
• Conversions (purchases, sign ups)

Through these metrics, businesses can improve their email marketing strategies by analyzing and altering their key performing areas.

Why is Performance Tracking of Email Marketing Important?

With email campaign analytics, marketers can:

• Identify strengths and weaknesses in email campaigns.
• Optimize email content in order to increase engagement.
• Avoid spam filters and improve email deliverability at the same time.
• Increase conversion and customer retention rates.
• Determinative Components of Email Optimization

An email campaign’s success hinges on:

The Scale of The Business

Small businesses may emphasize on engagement and list building.

Larger corporations may focus on automation and segmentation.

Sector Of Business

E-commerce businesses utilize emails for promotional features and sales.

SaaS corporations use emails for customer onboard and updates.

Subscriber Count

A customer base that is too large need greater segmentation and automation.

A smaller list is easier to cater via personalized content.

These factors stated above deeply impact the results which can be gained through email optimization.

Best Methods for Optimization of Email Campaigns

Enhancing Email Deliverability

Email deliverability is concerned with how emails are being sent to the targeted audience and successfully received in the inboxes. Here are few options to achieve better email deliverability:

Adjust Authentication Settings

• Domain Keys Identified Mail (DKIM): Assists in avoiding phishing and email spoofing.
• Sender Policy Framework (SPF): Eases the risks for emails being flagged as spam.

Gradual Warming Of IP Address

To promote a good sender reputation, raise email sending volume slowly.

When a new IP is being used, an unusual amount of emails shouldn’t be sent all at once.

Eliminate Words Associated With Scams

• Engagement is higher when subject lines are from 7 to 10 words.
• Stay away from trigger words such as, “free,” “urgent,” and “guaranteed.”

Keep An Eye On The Metrics Of Email Marketing

Every campaign has its own metrics and an businesses target them and modify the campaign strategies accordingly.

Email Open Rate Analytics

How many recipients opened an email out of the delivered emails is calculated here.

• Reasons for the changes to open rates
• Sender’s name: Use a recognizable name.
• Subject line: Engaging and relevant.
• Pre-header text: Relevant to the email body.

Click Through Rate (CTR) Analysis

The recipients of the message who clickedon the links in the messege are calculated.

Computation for CTR:

(Total Clicks / Total Emails Delivered) × 100

Some things that can improve CTR:

Ensure a clear CTA (Call-to-Action).

Personalize the email messages.

Conversion Rate

Indicates the percentage of recipients who took a desired action such as bought or signed up.

Applies to precise: targeting and appropriate email content.

Bounce Rate

The bounce rate indicates the proportion of emails that were not delivered to peoples inbox.

Subcategories of Bounce rate:

Soft Bounce: Inbox full, server issues.

Hard Bounce: Invalid email address.

• To maintain sender reputation, eliminate hard bounce emails because they have a high bounce rate.

List growth rate

• Defines the speed at which an email list is growing.

• Formula:

(New Subscribers Unsubscribers) ÷ Total Subscribers × 100

• This is based on abundance which means that the acquisition strategy has worked.

Unsubscribe rate

• The percentage of recipients who have opted out of the mailing list.
• This is relatively high and suggests that the recipient emails are:

• To the wrong audience.
• Overly frequent or not delivered at the right time.

• To reduce churn rate, segment inactive subscribers or enhance content quality.

• Like most email marketing platforms, Mailchimp, HubSpot, and Campaign Monitor track these metrics in real time.

. Sending High-Value Emails

• Targeted content for the specific audience that you want to engage with.

• Do not bombard customers with promotional emails—remember to mix in some informative content.

• In MarketingSherpa reports, 40% of users marked emails spam because of the lack of relevance.

Steps to Consider When Evaluating Email Marketing Campaigns

Step 1: Identify your primary goals

Consider the marketing goals you will accomplish before sending an email such as:

• Aim to develop an understanding of the customers towards your brand?

• Assist leads in developing an interest towards making a purchase?

• Engage current customers?

Step 2: Measure Important Aspects of Emails

Use analytic tools to track progress. Ensure you measure metrics like:

• Open rate to determine if the subject line is strong enough.

• CTR to gain insight on engagement.

• Conversion rate to find out sales effectiveness.

Step 3: Identify Areas for Improvement

Make an analysis on the email campaign analytics trends and make revisions

• Broadly outlined subject lines that have little audience engagement should be altered in some way to raise open rates.

• Low CTR means email design and CTAs need changes in some way.

• A high bounce rate signals a greater need to remove irrelevant contacts from your email list.

Step 4: e-mail Marketing Campaign Split Testing

• Try out new subject lines, new layouts, and new CTAs in test and control groups.

• Determine the winning and losing strategies and put them in practice.

Step 5: Tips to Remember Regarding Email Optimizing

• Use checking tools that are built into email campaign schedule to make trends on performance and issue resolution.

• Prevent issues that stem from the inbox email server by putting authenticating methods into practice.

• Keep track of metrics that refer to the effectiveness of marketing campaigns and other materials because these metrics will help you gauge your campaigns.

• Enrich your emails with another type of content so that you maximize engagement.

• Systematically check emails and subject lines once new information is available in order to gain new statistics for the A/B test.

Conclusion

As with any other marketing tool, email marketing is a critical marketing strategy few companies can do without. There is no fighting the fact that optimizing email marketing is not a one-time affair, rather an ongoing business activity. Through accurate value measurement and tracking, businesses can significantly improve customer interaction, increase leads, and deepen customer loyalty in the long run.

Businesses can polish their strategies to fetch the highest results by meticulously monitoring open rate, click through rate, and conversion metrics campaigns. Your email marketing efforts will yield improved results and expansion of your business if you consider these recommended practices.

Categories: Email Marketing