Email Analytics: What Your Marketing Metrics Are Telling You
Jul 21, 2017 | By: Holly H
After you send an email campaign, you can track its performance by going to MARKETING -> TRACKING. There you can see how many clicks, opens, bounces and unsubscribes happen for that campaign. (Email campaigns get the most opens & clicks within 24 hours).
Here's an example of a campaign we sent earlier this year:
For us, this was a successful email. Here's a quick breakdown on these metrics:
The open rate is 29%, which is really good! Usually, we see about 20%. (It helps that we sent this email to people who already know us... and it's about something free ;)
The 5% click rate is also good. For us, 2% is average. It shows that people were really interested in knowing more about this topic.
Some unsubscribes are expected. As long as it's under 1%, I'm not worried.
Finally, our bounce rate is higher than I'd like, but this was a new list. The first time you send to a new list, the emails are verified and a higher bounce rate is expected. Our next campaign saw significantly lower bounce rates (less than 1%).
Let's take a closer look at what each of these metrics mean for your campaigns.
Your open rate is the number of people who opened your message compared to the total number of messages sent.
So if 20 people out of 100 open your email, that's a 20% open rate. Each person only counts once in your overall open rate. If you click on that number, you can see WHO opened, and how many times they saw it.
When battling for your customers’ attention, the day and time when you send your emails and what subject line you use is key.
What’s a good number?
This depends on a lot of factors. But in general, 20% is a great open rate.
20% may not sound great, but think about how many unread emails are in your inbox right now. People are busier than ever – to get the most opens, our messaging and timing have to be on point.
But don't stress, just because someone didn't open your message immediately doesn't mean you're not on their radar.
For example, Dominoes sent me a coupon for pizza yesterday. I know it's there, but I'll open it when I'm hungry. Your customers are the same way.
Even if only 20% opened your email, more than 20% saw your message. Don't give up!
How to improve your open rate
The ideal time to send emails is different for every business, industry, and consumer. For busy parents, the ideal time may be on the weekends or evenings. For business clients, weekday mornings usually perform well.
Test sending at different times to see your customers’ response.
The best performing subject lines are usually 3-10 words and are simple, clear and informative. The key is to tell what’s inside, without giving everything away.
Create excitement or intrigue, but avoid spammy words or tricks to get more opens.
Email opens are good, but what you REALLY want are clicks. Even if your subject line gets a ton of opens, it’s the folks who clicked to book sessions or buy your products that really matter.
What’s a good click rate?
The global average is 5-6%, but that will depend on your industry, who you’re sending to, the quality of your emails, and your message.
If you’re sending to your best customers, a 10% click rate is not uncommon. Sending to new leads? 1-2% is typical.
So the question here is how do you create more excitement with your campaign to increase your click rate?
How to get more clicks
Make sure you have fantastic imagery. Our stock image library can help you with that. (Search “marketing” or “banner” to see ready-made images for the most popular kinds of campaigns.)
Make your message clear and concise. People don’t like long emails. Give them just enough information to help them make the decision to “Learn More.” Speaking of which…
Include a button with a clear Call To Action (CTA). Let customers know what to do next – and why! (For example: “Get Your Free Ebook” instead of “Click Here.”)
This is the number of people who clicked “unsubscribe” from your email campaign.
It’s OK if a few people opt out of your marketing emails. If it’s under 1%, you’re doing just fine.
People’s kids grow up, they move out of state. If happens. What you’re really interested in is making sure more subscribers are coming IN than going OUT.
Too Many Unsubscribes?
Put a subscription form on your website and blog. Encourage people to sign up! Hold a contest or give away an e-book, price list, or session guide. (In exchange for an email address, of course!)
Check your email frequency. You could be emailing too often… or not enough! Shoot for 1 email per week or month and stick to that schedule so readers are used to seeing your name in their inboxes.
Look at your email design and messaging. Is it really useful to your clients? Is the design nice to look at? Do you need some help with this? (Call us!)
Bounced emails are messages that are unable to be delivered. The email address could be invalid or the inbox could be full. It can also mean your message was blocked by spam filters.
Unless it’s the first time you’re emailing your contacts, you shouldn’t see more than a handful of bounces per campaign. The good news is, bouncing is a one-time thing. Our system will clean up your email lists so only verified addresses receive your message.
How can I reduce my bounce rate?
Using clear and non-spammy subject lines will ensure your messages don’t get trapped in filters. It also helps to start with good data.
Don’t buy lists from 3rd parties or scrape emails from directories. Instead, try to grow your lists organically.