Email marketing and strategies can make your campaign successful and improve email conversion rate. But, if you don’t know how you’ve achieved good results from your campaign. you’re just increasing your learning curve. That’s why you need to measure your email marketing on a regular basis. Moreover, you need to see whether or not your campaigns are helping you to reach your business goals.
The first step is to understand what a conversion rate is. There is a great article that explains what is a CRO.
Ask yourself what you want to achieve with your email marketing campaign. Are you going after subscribers count, or you want to generate leads? Do you want to finally convert those leads into customers?
When you’ll define your email marketing goals, next you need to define the metrics you should measure. Also, you need to understand how those metrics will increase your email marketing conversion rate. Let’s take a look on how to properly use metrics so you can turn your email marketing campaign into a conversion machine.
Start to improve email conversion rate with your strategy first
First, start by measuring the entire email marketing performance. By doing this, you’ll understand your email activity, how successful it is and what progress you’ve achieved with your campaign too.
Second, based on email response and delivery, you need to define the main campaign metrics that you will measure. These metrics will be critical to the success of your email marketing campaign. As a result, they will give you insights about what needs to be improved.
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Match the metrics with your objectives
Your email marketing conversion rate and your campaign’s financial metrics should indicate your marketing goals and the customer’s journey. Your revenue and conversion rate metrics should include:
- Revenue from the campaign;
- Revenue per 100, 1000 and 10000 recipients;
- Average value per order and non-financial conversions like downloads or user registration.
Know your customer’s activity
Your subscribers are your constant supplier of metrics. Their activity is the feedback that can help you improve email conversion rate. The measurements can help you comprehend the success of an individual campaign too. As a result, you can decide which content or product has received more clicks and offered higher value for your customers.
Customer as a recipient analysis often include the following metrics:
- Opening rate;
- Link clicks and clicks rates;
- Social sharing and email forwarding;
- Open rates and clicks on devices (mobile, tablets, PC);
- Geographic analysis of open rates and clicks (Country, city).
Measure through every phase of the campaign
In most of the cases, email marketing campaigns extent up to several weeks. For example a month-long welcome or product promotion campaign, a tour agency holiday campaign with numerous sends and repeated targeting of an individual customer.
If you’re planning on a multi-phase email marketing campaign, here’s what you need to measure:
- Number of campaign recipients;
- Emails sent per recipient;
- Email campaign reach;
- Number of recipients who opened one or more emails.
Use customer data metrics
If you want to make sense of the overall campaign effectiveness, you have to utilize rolled-up revenue, your campaign delivery metrics. Furthermore, use the campaign trends, and monthly plus quarterly campaign results.
Besides rolled-up metrics, you need to measure the following data too:
- Number of subscribers (customers);
- Monthly percentage of new email addresses;
- Percentage of hard bounces and email unsubscribes (monthly);
- Engagement rate – customers who opened the email, engaged and converted.
In the first place, always check if your emails are getting blocked and check for bounce messages. Also, analyze every activity of your customers and identify if they’re active with your emails or not. Then. after identifying inactive subscribers, remove them from your list. You don’t need inactive subscribers anyway. They’re not your real customers.
You can’t improve your email conversion rate without branding. Have a plan to develop your brand’s reputation with your email marketing campaign. Then, investigate any causes that get you on a blocking list. Finally, address the issue quickly.
Still not sure how to improve email conversion rate? Check out our Email Marketing process for more.
You need to be really clever when you analyze your email marketing campaign metrics. If you’re able to measure every single email performance and keep your email list in good shape, you’re on track to turn your email campaigns in conversion machines.
E-mail marketing can be more efficient and more effectively. Our e-mail marketing approach is different, from identification of target market to sending a tailored and personalized e-mail.
BizzBee Solutions is here for you to help you form connections with your present and future customers through super-personalized and customer tailored email marketing service. We got more in-depth email marketing tips for your business and we have the resources plus the team to make your business different and more successful than your competition.
Danco is a serial entrepreneur, founder and CEO of BizzBee Solutions, proud father of a 3-year-old and a burger enthusiast. He is inspired by growth and goes above and beyond to make it possible – whether it comes to his 300+ clients or his people. Eager to learn more? Follow Danco on LinkedIn and Facebook.