It seems you’ve reached the next level. You’re probably already using a proper email marketing platform and have a good email template. And now it’s time to track the results. You have to deeply analyse all statistics and the overall performance to make the most of your email campaign. These powerful reports and statistics will help you predict the success of your future email campaigns.
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Pay extra attention to the:
Generally, Open Rates presents the average number of opened emails. Nowadays, they` re overfilled with spam and viruses spread mostly by email. That’s why all major Internet service providers use strong firewall and antivirus protection. Therefore, the statistics of opened emails are not that accurate. Due to the great amount of spam emails, the average percentage of opened emails strongly decreases. Generally, expect high open rates only for your first email campaign. These stats will most likely fall down considerably to 20%-25% for your next email campaigns, because people may have lost their initial interest in your brand. Note that your main goal is not only to make the subscribers open your email. You have to attract the customer’s attention right away. Here we’ve introduced some vital tips & tricks for achieving that easily.
Bounces show the number of undelivered emails due to an error, caused mostly by hardware faults (temporary server error, deleted email account or connection issues)
Another reason for a high bounce rate is getting blocked by email firewalls and by spam filters. In this case, you’d better examine the SMTP replies, in order to get more details and decide whether to send these emails again or not.
Every email campaign is created for a particular purpose. It’s essential to evaluate the success of the campaign. In most cases, the main purpose of an email template is to generate clicks. Click rates present which of your links had the greatest impact on your subscribers. Analyse these stats carefully. Try out different sizes of the text links and use more “call to action” buttons to increase the total number of clicks. A very good idea is to divide subscribers into different groups-by age, location, interests, etc. That will help you send targeted newsletters. This way your click rates will increase and purchases could rise.
When someone reports your email as a spam, a complaint message is sent to the ISP. Generally, just few reports per campaign are not a problem but if this rate goes up, you’ve probably driven your subscribers really mad. If you use a list of people who have contacted you, there won’t be any spam complaints. Try sending relevant and useful information to the subscribers. Otherwise, you’ll get high unsubscribe rate and lots of spam complaints, which will probably result in your account being blocked all over. If you experience difficulties with recognising a spam campaign, read our article here.
Test Every Email Campaign Over and Over
If your email campaign doesn’t get superb results, you’d better change the subject, design, content, etc. For example, try using shorter and more appealing titles to stand out with. Use all pre-built merge tags that allow higher level of personalisation, e.g. you can greet all subscribers by their names. Plan the frequency of sending the email campaigns more precisely. Experiment with sending emails during different times of the day. In accordance with your audience and content decide whether it’s better to send emails on weekdays or during the weekends. For example, if you’re running a clothes shop, you’d better send emails more often. Use photos of the items and big texts for your daily deals, promotions, etc. You should aim at finding the perfect time for sending emails and newsletters. Otherwise, e-mailing too frequently or rarely may result in subscribers pressing the “unsubscribe” button.
Get to know your subscribers. Make the communication more personal. The “Social Pro” service, presented by MailChimp, grants you all these features. You have access to detailed information such as age, location, job, gender, etc. about each one of your subscribers,. This way, when you hold a local event you could easily inform all customers nearby. There are also social network stats available, which help you to get to know your most influential subscribers. We strongly suggest dividing all customers into different groups. For example, make a group of people who didn’t open your email. Then create a modified email campaign especially for them and send it again.
Once you start sending email campaigns regularly, it’s vital to track your progress. Carefully examine all reports and statistics. That’s the best way to find out if your email strategies work or not. Fortunately, you don’t have to be a nerdy statistician because all the data is presented in a simple and user-friendly way and you can easily measure the results. Inspect your website traffic statistics too and if there are more visitors and sales, you’re on the right way.