Email is the undisputed king of performance marketing. For every dollar invested, you can expect an average return of $32. Yet the inbox is getting increasingly cluttered: with half of US marketers planning to increase their marketing activities, you’ll need to implement a data-driven strategy to continuously optimize your messaging approach and beat the VP HR Email Lists competition. Email Marketing Tracking: Optimizing the Metrics That Matter
This means setting the right goals, understanding what to track, and continuously tracking email marketing performance. From email lists to bounce rates, open rates, clicks, and ultimately purchases and subscriptions, there are many metrics that require constant attention from marketers. Measuring and optimizing email marketing is an ongoing journey; it lives and grows with your business. In this article, we’ll discuss what you need to track. Email Marketing Tracking: Optimizing the Metrics That Matter
How to Start Tracking Email Marketing Metrics
As well as how you can improve your results to master the art of high-performance emails. Read on for a step-by-step guide to taking charge of your email marketing metrics. How to Start Tracking Email Marketing Metrics It all starts with your mailing list(s), i.e. the audience you are trying to reach and engage.
Although at first glance you might think that the longer the list the better, this is not always the case. You’ll want to maintain a high quality list. What does that mean? Mailing lists that include engaged people with up-to-date addresses decrease bounce rates and increase clicks, as you reach potential customers. When was the last time you managed your mailing lists?
Open Rates Are Critical to Email Performance
On average, the quality of your mailing list declines by more than 20% each year. What contributes to list disintegration and unsubscription? People change email addresses, change companies, or opt out of your marketing communications. Maybe they are no longer in the market for your service. Simple typos are another factor that drags down performance. Go through your subscribers and look for misspelled names and addresses .
Not sure how to create your first list? Learn how here. The metrics you need to focus on are basically all the key markers of your email marketing performance. If you start to see a sharp increase in unsubscribes, spam reports, and bounces, while open rates and clicks drop, that’s a telltale sign of a low-quality list. Try to keep your bounce rates below 2% for top performing campaigns.