Email marketing can be a very effective way to reach your customers between in-store visits. Effective email marketing campaigns should keep your business present in the minds of your customers and entice them to make purchases. But, how do you know if your email campaigns are successful? Most email service providers provide email analytics that provide you with the information you need in order to determine what’s working (or what’s not) and can help you identify potential areas for improvement.
Emma is the email marketing platform FootSteps Marketing uses to send out email marketing campaigns. Emma’s reporting suite, accessible by logging in to your Emma account, provides detailed information about who you are reaching via your email campaigns and who is engaging (or not engaging) with your messaging.
Analyzing Email Campaign Responses
After you login to your Emma account, Click “Response” at the top of the page. This section will give you insight to the response analytics of all of your sent mailings. On the first level displayed, you’ll see a list of the mailing names, subject lines, number of recipients, and the date the mailing was sent. Clicking on the name of a mailing will show you a more detailed view of the mailing’s response rates. Here’s a rundown of what you’ll find:
The “Overview” tab will give you high level information about the mailing including:
- how many people opened your email
- how many people that opened your email clicked on a link
- how many people unsubscribed from your email list
- how many times your email was shared
On this tab, you’ll also see something called a “Mailing Score”, which factors all of your email data and gives your mailing a score on a 10 point scale. You’ll also see useful information such as what type of device your customers opened your email campaign on (desktop, mobile), as well as what email client your customers use (Gmail, Outlook, AppleMail, Yahoo, AOL, etc.) One of our favorite pieces of data provided on the Response Overview is the Click map. The Click map displays the body of your email campaign and shows you where people clicked. Combined, all of this information can help you adjust your email marketing strategy to better suit your customers preferences.
Clicking other tabs to the right of the Overview tab will provide a deeper dive into who opened, clicked, shared, signed up, or opted out of your mailings. Now, let’s talk about how each of these pieces of information can help sculpt your email marketing strategy.
You’ll see two numbers associated with your open rate:
- The percentage indicates what percentage of your delivered mailings were opened by your list.
- The number of opens will tell you how many of your customers actually opened the mailing.
Your open rate can help you determine the effectiveness of your email subject line. The average email open rate varies by industry, time of year, and various other factors, but most of our clients see an average open rate of about 15%. If you’re looking to improve your open rates to reach more of your customer list, the subject line is a great place to start.
The number of opens can you help you determine your return on investment. Even if the open rate (percentage) is lower, if the people who opened the campaign also clicked on links and engaged with the campaign in some way, a lower open rate doesn’t necessarily indicate an unsuccessful campaign. It’s not always about how many people you reach, as long as you’re reaching people who engage and make a purchase.
By looking at what people clicked in your mailing, you can start to assess how effective your layout and calls to action are.
- If you notice that a particular product, category, or type of content is getting a lot of click-through action, tailor your future email marketing campaigns with that in mind.
- If your click-through rates are low, consider adding stronger calls to action into future campaigns so that your customers have a clear “follow through” action after reading your email.
- Creating rich, useful website content and linking to it from your emails can not only increase your click-through rates, but it also helps your customers engage more with your store and is more likely to encourage an in-store visit.
While not the most important email metric, it is important to keep an eye on the delivery rate of your mailings. Poor delivery rates can indicate that your email list is outdated, or may signal that your email message contained content flagged by your customers’ email server.
It’s normal to have people opt-out from your email marketing list from time to time, but a peak in opt-outs should warrant a closer look at the content of your email marketing message. If your opt-outs spike in a particular campaign, try to identify if there was specific content that would have prompted it. Sometimes, people just get tired of getting emails in their overcrowded inbox and unsubscribe. Occasionally, though, your customers may unsubscribe because they find the content of your emails to be unwanted or offensive. It’s best to identify the issue, if there is one, so you can address it in future mailings without losing any more of your audience.
While shares may not indicate an immediate conversion or action from your customers, it’s still an interesting metric to gauge your customers’ brand loyalty. If your emails add value for your customers, they’re more likely to share them with their friends and family. Even if they don’t make a purchase right away, customers who share your emails are likely to purchase from you in the future, and encourage their network to do the same.
Want to learn more about how you can implement a more effective email marketing strategy? Contact FootSteps Marketing today!