If you want to be successful in your strategy, it is important to analyze your email marketing campaigns. Keep in mind that this is what will allow you to know the results obtained. Not only to find out what you did well, but also to find out what to optimize for.
Some people believe that once they send their campaigns through email marketing, there is nothing to do anymore. But this is a serious mistake, it is essential that at the end of each one, you perform a detailed analysis. You can also do it during the execution of the campaign if you think there is something to improve.
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Learn to analyze your email campaigns
Definitely, if you want to improve the results of your email campaigns, you have to have basic knowledge about analytics. You do not need to be an expert on the subject, but you do need to be aware of which are the most important metrics that you should evaluate:
1.- Know the effectiveness of the delivery rate
To start analyzing your email campaigns, the first KPI to keep in mind is the delivery rate. This is the one that will tell you if the sent emails are reaching the inbox of your subscribers. It is the best way to check if the shipments are actually received.
You should consider that there are several factors that can intervene in this indicator. This can range from bouncing to anti-spam security measures. Therefore, you have to be very careful with blacklists and anti-spam filters.
Dedicate yourself to seeing how many emails were effectively delivered so that you can later make comparisons between the opens of different campaigns. In this way, you can determine what type of content your subscribers are most attracted to and which subject lines were the most successful.
You have to be clear that there is a big difference between sent and delivered emails. This is because your contact list may have invalid or forgotten emails by their owners. For this reason, it is best to do a thorough cleaning of your database.
It can also be of great help that you determine up to what number of bounces and no openings you want your subscribers to be inactivated and purged from your base. Or you can activate the Domain Key / DKIM of your account to optimize the reputation of your email address. In turn, this will increase your delivery rate.
2.- Evaluate your open rate
You’ve already verified your delivery rate, now what’s next? The second indicator you should check is the Open Rate. Here you will be shown the number of people who opened your email. You must divide that figure by the number of subscribers who received it and multiply it by 100.
You can get good results at this rate if you keep track of the times when your emails have the greatest number of opens. Then use that information to find out which days and hours are best to make your shipments. Also, detail in detail what type of subject and content your recipients respond best to.
It is appropriate that you make a comparison of the number of total openings with the unique openings. Thus, you will be able to discover which percentage is higher. In case of being the first, it means that your content was interesting and they opened it more than once.
According to the parameters currently established in relation to emailing campaigns, if it reaches an opening of 20%, it is considered successful. But keep in mind that the result will always depend on the total number of subscribers to whom you have sent your email. In case of not reaching this number, you must optimize your strategy.
3.- Analyze your bounce rate
Other metrics that you should keep in mind when analyzing your email campaigns is the bounce rate. You have to be aware that not all sent emails actually reach the subscribers’ inbox. And there are many factors that can cause this.
The first thing you should know is that there are two types: soft and hard. The former is less serious. These occur when emails do not reach their destination, either due to errors or non-permanent situations, which means that they can be reversed. You could correct this bug by forwarding your campaign to those recipients.
On the other hand, hard bounces are more severe. In fact, the server offers as a response that the mail will never be delivered to that subscriber. It may be because the address is invalid because the recipient has unsubscribed, has been wrongly copied, or because it does not exist. If this percentage is high, you should do a cleaning on your list.
To give you a clearer idea, the bounce rate, taking both hard and soft into consideration, should be less than 5%. You already know that if your rate exceeds that percentage, it is time for you to carefully review your database.
4.- Find out what your click-through rate is
You cannot leave out another very important metric to know the results of your campaign. It’s all about the click-through rate. Here you can see which links your subscribers clicked on and the number of times they performed this action. This is better known as click through rate.
It gives you the possibility to know the number of clicks made on the links within the campaign, and this is divided by the number of emails sent. That is why you have to strategically determine the links you want to include and where you will place them. Remember that clicks will allow you to get the conversions you are looking for. Now, if your CTR is much lower than your open rate, it could be because the content or design of your campaign is not clear. And if this is happening, your users don’t know where to click, which is why call to action buttons are so important. These focus the attention of the subscriber to take action.