Your email campaign is one of the most important elements in your online marketing efforts. The newsletters that you send out to your subscribers allow you to create an on-going narrative displaying your continued success, as well as thanking your followers for their continued support.
On top of this, you will, of course, be trying to build a persuasive argument for those same followers to continue to purchase your goods or services, download further material, or subscribe to more information. But, how can you be sure that your emails are even being opened and not just simply destined for trash bins as soon as you hit send? And, even if you had this information, what can you do with it to create the necessary change?
By implementing an email analytics software into your system you’re able to find out exactly what happens to your emails when they reach your users’ inboxes. This includes if they’re opened or not, what time of day each user is more likely to take action on them, and what day of the week is the best time to gain the most click-through rates. This information can be invaluable to your email campaign, as you can start to tailor your sending schedules to maximize your ROI and take your business to the next level.
So let’s take a look at what the benefits of email analytics and keeping track of your email marketing KPIs are in a little more detail.
Tracking Metrics Over Time
By downloading email intelligence software, you’ll have the ability to track all manner of metrics of your email campaign. You will likely have subscribers all over the world, but without some form of email analytics tool at your disposal, it can be difficult and time-consuming to find out exactly where they all are. This matters, particularly when considering the different time zones that your subscribers inhabit.
Without people opening your emails in the first place, your campaign can have no effect whatsoever on your conversion rates. The time you spend on crafting the perfect newsletter (or indeed the money you invest in paying someone else to do it), complete with brilliantly composed product promotions and intuitive design that directs readers towards your CTAs, will in effect be wasted if you don’t use the tools at your disposal to increase every likelihood and eventuality that result in your emails being opened, read and acted upon.
People tend to check their emails at certain times of the day. In today’s fast-paced business world, there can be an awful lot of junk mail ending up in people’s inboxes, and it could be the case that your emails are being grouped in with these and are ultimately ending up in the trash bin. You don’t want this.
By using email analytics you can track exactly when particular users are accessing your emails, what time of day they are most likely to open them, and even what day of the week they are more likely to take action on them. With this information presented to you in an easy-to-read graph, you can then begin to take action yourself on scheduling email groups based on time-of-day/day-of-week preference and begin sending out your emails at what you can see is the most responsive time for those specific groups. Indeed, the proper use of email analytics is all about creating a strategy that ensures that your emails are opened, which in turn heightens the probability of conversions, thus improving your ROI.
Another useful thing you could do is to look at the industry benchmarks and see how you compare against others in your field. Studies like the Email Marketing Benchmarks can help you keep track of the upcoming trends and give inspiration for future email marketing campaigns.
Your analytics will also tell you when your emails haven’t been opened. There could be any number of reasons for this, and one of them might be that your subject line simply wasn’t enticing enough. By being presented with clear information as to who didn’t open your email, you can segment these recipients into groups, again based on their most responsive times, tweak the title of your email and send it again at a later date to hopefully generate a few more opens, and, in turn, more conversions.
Of course, if you’re finding that hardly any of your emails are being opened, then this may indicate a problem that is rooted a little deeper than just the subject line. You absolutely must take heed of this if you’re finding that this is the general trend. Your analytics can give you the details and figures of how many people are interacting with the content of your emails, but what they cannot do is improve that content, and indeed low open rates are a very good indicator that your actual content may need tweaking.
You have to give your recipients a reason to engage with your emails, and this of course starts with providing them with some exclusive, interesting and valuable information – be it a product promotion, a giveaway, or some breaking industry or business news that your analytics have informed you that your users will be interested in.
Which brings me to my next point.
Finding out which content is generating the most opens and conversions is, of course, the most valuable metric that you can have at your disposal, and email analytics can provide you with just that. Indeed, you will most likely find that a certain type of content generates conversions from one group of users, and a different type generates conversions from another.
This is the perfect information to be armed with, because now you have the knowledge that you will need to tailor separate campaigns to target specific user groups, and you can again use the segmentation tool to group these different users. It will mean that sometimes you will have to create more than one email, but it’s all about those conversions and achieving the greatest value and ROI, and tailored and targeted marketing enables this.
Similarly, the installation of an analytics tool also allows you to create two separate subject titles for the same email. Then, by sending each out to a separate half of your email list, you will be able to see which one generates the most favorable response. Your analytics will present you with this information clearly for comparison, so you may try and alter your future titles accordingly. Again, something as simple as getting the title right can make all the difference when it comes to opens and ultimately conversions.
Social Media Statistics
Email analytics also allows you to track exactly how the content from your email messages are being shared across social media. Your users will be tweeting about you, and their followers will hopefully, in turn, be retweeting, liking, commenting on and sharing your content. This is great information to have, not least because it will allow you an insight into which of your social networks are truly the most valuable to you as well as what types of content perform the best.
The most valuable information about your email campaign comes from being able to tell exactly how many conversions, click-throughs and sign-ups are achieved on your website from users that arrive there via a link provided in your emails. Email analytics give you this information, and with it, you can start to really determine which of your emails are working the hardest for you, and which are falling short, and adjust your future messages accordingly.
Indeed, the figures provided by email analytics act like feedback from your recipient list. The in-depth analysis of your campaigns that the numbers give you allow you to unquestionably determine exactly which of your emails generate the most meaningful ROI – be that in terms of conversions, sales, sign-ups or click-throughs.
The ability to identify very specifically not only which emails work the best, but which ones work the best for particular groups of recipients, ultimately gives you the power to tailor all of your future campaigns and optimise your emails to target very particular users who you have determined will be most likely to take action. A significant increase in conversions is only achieved with this type of enhanced intelligence, and email analytics hands it to you for the taking, and your ROI for your email campaigns will be vastly improved.
Optimizing your email campaign simply isn’t possible without email analytics, and the Intuitive Email Intelligence that GetResponse provides is indeed one of the very best solutions at your disposal. Email analytics solutions are being increasingly used by companies all around the world to gain a competitive edge in their campaigns – without the knowledge you simply cannot adjust, so the time is now to start utilizing the tools available to you and get those email lists as lively and as active as possible, and those emails generating the conversions that they are designed for.
How do you use email analytics? Share with us in the comments below what you use in your daily email marketing strategies.