How Analytics Play a Role in Email Campaign

Email marketing is one of the oldest methods of digital marketing and the most reliable. As soon as people created email addresses, businesses began sending them newsletters and sales emails, hoping to improve traffic and sales for their websites and brick and mortar businesses.

Much has changed since those early days, and an optimized email marketing plan can drastically improve your company’s bottom line. The analytics and metrics have significantly evolved, providing unique perspectives into your customers’ habits and needs.

We will examine the role analytics plays in email marketing and what metrics you should watch.

Anatomy of Email Marketing

If you are new to email or digital marketing, it is essential to understand how it works and why it is a tool to help your business. An email address is a powerful piece of information.

People check their email several times a day and are inundated with people trying to sell the items. When a person provides their email address as part of newsletter signup or other tactics, you know they are interested in your product or service.

It is already a better lead than most that come in. Email marketing is about sending professionally developed and optimized emails to get them back to your site. It could be to read a blog or check out a new sale, but you can direct them through the sales funnel once they are on the site.

Metrics were few and far between in the old days of email marketing, but today there is more data available than ever before. People receive dozens of sales emails every day, and metrics help set your email apart from the rest.

Role of Analytics

A business can have a robust number of email addresses and send out thousands of newsletters and other subscribers’ emails. Still, if you do not know how many were opened and how many people clicked back to your website, you are flying blind.

Metrics and analytics provide a sneak peek into the minds and habits of your customers. Data is more critical now than ever before. Businesses create personalized and segmented email lists and optimize clickthrough rates by creating emails that are likely to convert or at the least ease them through the sales funnel.

Each email marketing campaign must have a goal, and the only way to determine if the campaign succeeds in that goal is through data analytics.

Clicked on Emails

One of the most basic and yet vital metrics is the number of emails people opened. If your business sends out 10,000 emails and only 15 people open them, then you’re not getting a good return on your investment.

Opened or clicked on emails shows customer interest. If the interest is low, then you need to know why. Are you not creating good subject lines? Are your emails being sent to spam filters, and no one sees them?

People signed up for your email marketing, so they are already interested. Why are they not opening your emails? The reasons could be many, but you need to find out and fix the problems.

You can also compare emails to determine which were most popular? Did certain subject lines get higher open rates?

Clickthrough Rate

Once the person opens your email, they need to read it and be interested enough to click back to your website. The email contains various links. It could be a link to a blog, a link to a product page, etc.

It is the email’s overall performance, and you can see how that clickthrough rate changes over time and types of emails. What is a reasonable clickthrough rate? It depends on the number of your emails and how many clicks each link gets.

Does it Convert?

The conversion rate determines how many people who clicked back to the website completed a specific action. Most businesses consider a conversion to a product or service, but it doesn’t have to be.

It depends on the goal of the email. It could be signing up for a specific program. It could be calling the business or filling out a form. The end of the email should have a call to action that points them to the goal.

The better your call to action, the more likely it leads to a conversion. You will need to use your email marketing platform and website analytics to determine the conversion rate and meet the goals.

Are Your Email Addresses Valid?

Businesses gather email addresses for years, and the early adopters may change their email addresses over time. If an email is sent to an email address and bounced back, that person will not see the email.

There are two types of bounce rates: hard and soft. Soft bounces happen when the bounce is temporary, such as a full email box or server issue. A hard bounce means the email address is no longer valid or closed.

Having thousands of email addresses is only valuable if they’re valid. Any hard bounces should be removed from your email marketing. The worst thing that can happen to an email marketer is being sent to the junk folder.

If you keep sending emails to invalid addresses, then the Internet service providers may consider you spam. You want as low a bounce rate as possible.

What’s Your Return on Investment?

Creating compelling emails costs you both money and time. You invest in every email you send, so how do the emails compare to those emails’.

Not every email is successful, but if the revenue overtime exceeds the investment put into the emails, the campaign will succeed. If not, then you need to change the campaign to improve ROI.

Trust Email Marketing

Email marketing is one of the best tactics available for businesses. It would be best to use analytics and metrics to ensure your campaigns are successful and not losing money or customers. There is a proper balance to email marketing you need to master.

If you want to learn more about email marketing, then please contact our experts today.

eGlobal Web Solutions specializes in marketing your business via the digital marketplace. We use search engine optimization, social and review promotion, and Email marketing for all types of companies from local to global. We utilize various digital marketing techniques to increase your internet presence, optimize your traffic and generate new business.