September 16, 2021 mbadmin

How to check email marketing campaign performance?

Email marketing is one of the most preferred sources of marketing communication when it comes to personalized and targeted engagement with the customer. Businesses use email marketing for promotions, inform about feature updates, request business, or even information about a transaction. 

Read more on What are the four types of marketing emails?

What is an email marketing campaign?

An email marketing campaign is a coordinated series of email marketing initiatives that reach a large number of people on your mailing list at the same time. Email marketing campaigns help you reach out to your target audience with content that adds value and incentivizes them to purchase. 

What are the benefits of an email marketing campaign?

A well-executed email marketing campaign can help your business in multiple ways such as:

  • Enhance customer loyalty 
  • Generate new leads for your business
  • Incentivize repeat purchases from loyal customers
  • Get a better ROI on your marketing costs

Are email campaigns successful? 

Skeptical about opting for email marketing campaigns? 

Let’s quickly run through some statistics about the success of email marketing:

  • Businesses are 6x more likely to get a click from an email than that from a tweet.1
  • Email marketing delivers a whopping 4200% ROI.2
  • Marketing and promotional emails are responsible for influencing the buying decision of 50.7% of customers.

Now that we know what an email marketing campaign is and what is its importance, 

It is important to understand how to check email marketing campaign performance?

How do I track an email marketing campaign?

It is important to identify strategies for measuring, evaluating, and analyzing a marketing campaign before launching it. Measurability is an important parameter in any marketing decision, and thus, identifying KPIs and metrics are important to track the success of an email marketing campaign.

Here are some tips on how you can create a performance measurement plan:

Define a tracking schedule

Fix a tracking schedule, whether it’s weekly, monthly, or at the end of each campaign. You can then compare the progress of your campaign against set benchmarks and make necessary amendments to boost campaign performance.

Identify business goals and objectives.

Performance tracking has to be in line with the overarching business goals and marketing objectives. Are you looking for more visits to your website or more leads from the contact form? 

Analyze ongoing campaigns

It is important to keep track of the ongoing campaign data, such as the graphics that have generated the most clicks or subject lines with the highest open rates. In addition, analyzing campaign data will enable you to discover more about your target audience by evaluating their consumer behavior, such as what information is most effective in stimulating the response action to the email. 

How to check email marketing campaign performance? 

You can measure your email marketing campaign by following these steps:

  • Gather key data that you require, such as marketing metrics, ROI, revenue, etc.
  • Segment your audience to identify what content attracts what segment 
  • Analyze your results and profitability by tracking metrics
  • Use benchmarks to guide your data
  • Based on your measurements, draw insights to optimize your campaigns based on the device used, age, demographic, behavioral, etc. 
  • Integrate these insights to curate creative and engaging email marketing campaigns. 

What are the most important metrics in an email marketing campaign?

Some of the most important metrics in an email marketing campaign include:

 

ENGAGEMENT METRICS

Open Rate

= Emails Opened

___________________________

Emails Delivered

Click-Through Rate

= Number of click throughs

___________________________

Emails Delivered

Unsubscribe Rate

= Number of people who unsubscribed

___________________

Emails Delivered

Spam Score

Calculated by your email service provider

Bounce Rate

= (Number of Bounces*100)

______________________

Emails Delivered

Open Rate

The open rate indicates how many people from your mailing list read the email you sent. Therefore, an open rate is critical for determining how willing your subscribers are for getting mails from your company.

How to improve the open rate of your emails?

It is important to conduct A/B testing with compelling subject lines to test what convinces your target audience to open your emails. You can also review your mailing list to ensure whether it affects your open rates. 

Click-through Rate

The proportion of your email receivers that clicked on a link from your email is known as your click-through rate. Click-through rate significance determines how successful are your campaigns in convincing the customer to take a specific action, as mentioned in the email.

How to improve the click-through rate of your emails?

To improve the click-through rate of your emails, ensure that you have a compelling call-to-action button and include links to inaccessible places in your marketing emails. 

Unsubscribe Rate

The proportion of your email receivers that clicked on the “unsubscribe” link from your email is your unsubscribe rate. Unsubscribe rate indicates how well your content is received by the audience and is crucial to monitor your deliverability. 

How to improve the unsubscribe rate of your emails? 

Analyzing data about the people who are unsubscribing to your emails can help you understand a gap in your campaign or irrelevant leads in your mailing list that you can correct. 

Bounce Rate

Bounce rate is a metric that indicates how many of your subscribers’ email addresses did not get your message. There are two primary types of bounce rates:

  • Soft Bounce Rate: Soft bounces track transitory issues with email addresses, such as a full inbox. 
  • Hard Bounce Rate: hard bounces are used to track long-term issues with email addresses, such as non-existent email addresses

How to improve the bounce rate of your emails? 

It is important to use a reputable email service provider while opting for email marketing campaigns. Try cleaning up your mailing lists regularly and ensure that you use a double opt-in in email signup forms.

Spam score 

A high spam score indicates that your audience is dissatisfied with the content you provide them. In addition, a high spam score affects your reputation, which has negative effects on the deliverability of your email. 

How to improve the Spam score of your emails? 

Take a review of whether your emails meet the technical standards required and your content and copywriting meet your expectations. 

Wrapping up…

Mastering email marketing requires consistent time and effort, and measuring your performance in each campaign can help you optimize emails for more engagement and conversions. The more you can track your progress; the more effective your efforts will be in the short and long run.

All the best on your email marketing campaigns!

If you need help kickstarting your email marketing campaigns, get help from the best email marketing agency in Pune today!

 


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