Even for an experienced user of an email marketing campaign, use of metrics when driving progress could lead to a confusing process. However, this is not a very complicated matter, and one that can be sorted out quite easily. Using simple methods, metrics can help evaluate an email marketing campaign, and even be useful as a guide to facilitate successful email marketing.
Email marketing assessment can be performed by analyzing the open rates, click rates, email bounces, link activity, unsubscribes and, opens and clicks over time. However, for email marketing evaluation, there are three ways in which metrics could be used to increase the success of the email marketing campaign.
➢ Delivery Rates.
➢ Split Tests.
➢ Understanding Clients.
Maintain good delivery rates
Research shows that over 20 percent of permission based opt-in email marketing is mistakenly marked as spam by several ISPs. In order for email marketing campaigns to be delivered, the email service provider has to ensure that they remain white-listed. As a client of the email service provider, you must also maintain your database as up to date to the customers who have opted in.
When you evaluate your emails by the delivery rates, what matters is your spam rating, the age of your list, and how you comply with the CAN-SPAM Act of 2003. All of these can and do influence the overall delivery percentage of your email marketing campaign.
Perform A/B Split tests
A/B split tests compare two distinct emails that have been sent to sub-sections of your intended audience. Analyzing the open and click rates of the two email campaigns could be a point of useful comparison. These will show how effective the emails have been in inducing people to open the emails and to click on the links inside them.
You can pick the most successful of the two email campaigns and send it to the rest of your customers. Different variables in the emails can potentially affect the success of your email campaigns. Using split tests, you can analyze how effectively the variables have fared.
What variable should be tested
The variables which will give you a good understanding and help you to evaluate email marketing campaign are the subject line, the send time, the content and the 'from' name. By sending out different emails with variations in these areas, you can get a better understanding of what your readers prefer to interact with your email communications. For example, choosing a subject line that provides enough information without being too long is something that you may need to overcome.
Understanding of clients
Individual clients interact differently with email content. By analyzing how clients interact with links, you can maintain the relevancy of your email campaigns. Several links and lots of content is good for filling up your emails, but you should also make sure the call to action is easily accessible and clear. If the content is too long and there are too many links, people easily get discouraged and overlook the message in the email marketing campaign.
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