Further to the previous blog introducing email
marketing metrics, this week we are going to take a look at the principles
surrounding the top 3 - clickthrough, open and deliverability.
tracked email metric is click-through rates. With the tight integration into
Sage CRM, you will be able to measure further metrics such as post-click
conversions, revenue per email and of course your email ROI.
to improve the performance of your clickthrough rate you can use different
tests on subject lines, calls to action, content and links. This helps you to
determine what is working and importantly, what is not. On that basis you can
make the necessary changes - to your list (size, segments), subject lines, incentives
and layout to drive this metric. By taking note of what generates higher
click-through rates, you can incorporate similar links in future messages.
also plays a huge role in increasing your clickthrough rate - by targeting the
right offer at the right prospect you will not only increase the level of interest
in your product or service, but also reduce campaign cost by removing
lines have the biggest impact on open rates, therefore it's essential that you
test headlines to see which subject line performs best. As mentioned in the blogs
on "Layout and Design", the template you use, the mix of text/image, the
information you place at eye-level above the fold among other things, will all
It is also
important to note the time and day of the week your email campaigns are sent
out. Depending on whether you operate in the B2B or B2C channels and what
industry you operate in, the results will vary. B2B tends to work better on
Tuesday - Thursday during working hours; B2C tends to be more successful in the
evenings and at weekends.
important to define a clear formula for calculating the delivery rate and apply
it consistently across your email programme, as different companies calculate
it in different ways. For example, the simplest method for determining your
deliverability rate is:
Total number of emails ÷ Total number
other companies take a more detailed approach:
(Total number of emails sent - hard
bounces only) ÷ Total number of emails sent.
to the inbox involves a complex set of issues and is a big challenge for email
marketers. As mentioned in the blogs on "List Growth and Management", one of
the most effective measures for improving your deliverability rate is removing
the "deadwood" from your list.
goes on and your company reaches a higher level of email marketing maturity,
you should look to move beyond operational metrics similar to the above, and
assess more tangible returns on your email marketing campaigns.
This could include:
Revenue per email
Click-to-purchase conversion rate
Customer-lifetime-value of email
Customer-lifetime-value of your list,
or a segment of the list
Value to your business of permission
vs. non-permission customers
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