The Importance of Email Marketing Metrics
Written by Craig Warren
One of the great benefits of email marketing is that it
delivers measurable metrics. To run a successful email
marketing campaign, you need to monitor and understand
email statistics such as Open Rate, Click-Through Rate
(CTR), Bounce Back rate etc. Understanding these metrics
will allow you to improve your email marketing campaign
and achieve better results.
1. Basic Email Metrics you should evaluate in each email
Open Rate that is the total number of emails opened in
HTML format divided by total emails delivered or
Click-Thru Rate (CTR) calculated as the number of unique
clicks on links in the email divided by the number of
emails opened. It basically means how many people
interacted with your email.
Bounce Rate represents the total number of emails that
were not delivered and bounced back. There are several
reason why the email was rejected such as the email
address is no longer valid, a server filtered the email
out or the recipients mailbox was full and over quota.
Based on your unique email marketing campaigns objectives,
you can measure more advanced statistics such as:
– Number of Emails Open based on Region/Country
– Number of Click-Thru based on Region/Country
– Number of Sales based on Region/Country/referring URL
– Conversion (Click to Sales) Rate
– Total Revenue per campaign
– Return on Investment (ROI) per campaign
2. What metrics you should focus on?
Well, this really depends on your campaigns objectives.
Open rate is a very important indicator to some extent
however to get a better picture of your campaign
performance, it should be analyzed in combination with
other metrics such as click-through rate (CTR) and click
to action rate (conversion rate).
Why is that? Because CTR and conversion rate are able to
tell you how many recipients took an action you wanted
them to take, such as purchased your product, signed up
to your newsletter, downloaded the white paper etc.
Whereas the open rate will only tell you how many people
read your email. So in order to measure the effectiveness
of your message, you need to go beyond the open rate down
to the action level.
3. How to boost the Click-Through Rate (CTR)?
Savvy email marketers not only want to get the email
opened and read but also want to know how many people
clicked through (measured by CTR) and they want this
number to be as high as possible. There are few key
points in each email you should review because they
critically influence the open rate and CTR. Those are:
Subject Line and Greeting
Make your subject line attractive. Subject line is one of
the most important factors that may affect your email
campaign results. However, please do not over optimize
your subject line otherwise it may look like spam email
and the client could delete it without opening it. Keep
the subject line short and specific, and if possible
address the subscriber by his/her name.
It should be obvious from the first paragraph what you
offer as well as why the offer is important to the
recipient and how he/she can benefit from it. The first
paragraph should grab the attention so don’t write it to
long. Include your offer on top of your email and make
your offer attractive to the recipient discount and free
offers usually make users to click.
Always include a call-for-action button or link to
instruct the user to click for more details.
Spam issue may affect your successful open rate
tremendously. Most of the ISP and hosting companies
have implemented the spam filter that can filter out
suspected spam emails. Please try to avoid using any
common suspected spam words such as free offer, money,
30 day guarantee and free trial.
Message Design and Structure
Use same colors and images in your emails, this will help
people recognize your brand. When you have a lengthy
message, try to include interactive links so people can
access more information through your website. Also, very
few people read the email word by word, most of the readers
just scanning the message to quickly find out what’s in
it for them. Keep this in mind and structure your email,
include headings to separate the message and use bullets
so the reader can easily see listed features or benefits.
Today’s readers are busy people and it usually takes them
just few seconds to decide whether to read your message or
delete it. So construct your message carefully and monitor
your email statistics to find out what works best for your
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Navigate More Website Activity Through Email Newsletters
Written by Craig Warren
When you own a business website, you may find if helpful
to have a weekly or monthly newsletter full of useful
information about your products. Newsletters can be a
great way to navigate more website activity your way.
Emailing weekly or monthly newsletters can be the best
way to update or remind past visitors of your services
or products. Extending special offers in those
newsletters can generate more website traffic, purchases
of services or products and possible referrals from the
visitors friends and family. Customers and prospective
customers are the backbone of your business. Without
customers, you would have no business. Businesses know
this and they know how important it is to maintain
communication with their customers in order to build a
stronger relationship. Good communication and strong
relationships generate loyal customers that will keep
coming back to you for more.
Email newsletters are a form of email marketing. This is
a great marketing tool for small businesses to operate
productive websites. It is a matter of communicating with
your target audience. For example, Jane has visited your
website looking for a birthday gift for her husband and
she decides to opt-in and sign up for your business
newsletter. Even if Jane decides not to make a purchase
at that time, in a week or a month when she receives your
newsletter with a special offer or discount, she may be
encouraged to return to your site to make a purchase. If
she is satisfied with her purchase, she may become a loyal
customer and refer your services or products to her friends
Why send newsletters via email instead of through the
postal service? Customers prefer receiving emailed
newsletters over regular postal mail because it is fast
and convenient. In addition, there is never that extra
piece of mail that ends up clogging your mailbox.
Businesses like sending newsletters via email because it
is easy, fast and more affordable than regular postal
mail. It is also less paper and ink used and no postage
or printing costs. Emailed newsletters are simply more
economical and no trees have to die.
When building your website, it is best to offer the opt-
in newsletter as a way to maintain communication with
visitors and customers through the information they
provide. You can also provide special discounts or
promotions to encourage visitors to sign up for your
websites newsletter. Offering appealing incentives in
the subject line of your emailed newsletters will
encourage the recipient to read your newsletter right
away instead of sending it straight to the trash bin.
This type of marketing will help you to navigate more
website activity and boost sales of services and products,
not to mention all the recognition your website will
Writing compelling newsletters can help build trust and
win the loyalty of your target audience. By sending
newsletters on a weekly, bi-weekly or monthly basis,
you can remind the recipients of your services how they
can benefit from your business and why they need your
service or product. This is also a great way to encourage
them to buy your services or products with limited time
offers, special discounts or extra bonuses. It would also
be a good idea to include simple how-to’s in your newsletter.
Many people enjoy reading how-to’s and learning how to do
You can easily navigate more website activity through
sending emailed newsletters to visitors. Newsletters are
a great promotional way to build a stronger and better
business through your website and for gaining loyal
For those entrepreneurs who are skilled enough to create
a newsletter on their own, this can be a very rewarding
challenge. Moreover, it is a challenge that can bring you
more website traffic and generate more customers that will
eventually create more purchases. Alternatively, you can
choose from many reputable businesses that specialize in
creating mailable newsletters for you. Many small
businesses find themselves to busy to keep up with the
demands of creating newsletters and if it is in your budget,
you may consider hiring the professionals to take care of it
for you. It takes a load off you, but you still get a great
newsletter. This way you can focus on promoting your website
and in all areas of customer satisfaction.
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