One of the best things about email marketing is that today’s providers offer a bevy of stats that allow you to see when someone reads your message, clicks on the link and how often they read messages. With some providers, you can even install tracking software on your website to learn which pages of your site convert more people to your list. Combined with followup split testing and list segmentation and you have a very powerful way to control who sees what and when.
Of all the stats you will scour in your reports and analytics, however, these three are the most important and should be the bellwethers by which you measure your email marketing success:
Most analytics will tell you the total number of “opens” you receive for a followup or broadcast message. Often, they are spread out by the number received per day. So, it’s hard to tell how many unique people actually opened your message. That’s why you need to dig into your stats and find unique opens per message. This is a more useful statistic for your broadcasts as you can control when they are delivered, but you should also review those followup stats as well to ensure your messages are performing well.
Clicks Over Time
Personally, I don’t believe that clicks are more important than opens. Maybe in the long run, but from message to message I’m much happier to see a high open percentage than click percentage. It means I’m creating a relationship with those readers and they are more likely to click something later. If a message gets a 65% open rate and a 5% click rate, that’s much better (to me) than a 30% open rate and an 8% click rate. I’m reaching more than double the readers and those readers are more likely to not only open but click in the future.
This is for those that have tracking installed on their websites. Which page did the person subscribe on? Did they use the in-line form or the popover? Did they subscribe before or after checkout? These are all very important pieces of information and can help you split test and adjust your landing pages to improve the number of subscribers you receive. Use the on-site data as much as possible, especially in conjunction with your analytics data, to customize your marketing campaign.