how to measure your success – WAU
E-mail marketing is a strategy widely used by companies today to reach their consumer audiences through the promotion of products and services and also promotions and news from a mailing list. However, more than simply “advertising”, it must be effective and every organization, in essence, expects […]
E-mail marketing is a strategy widely used by companies today to reach their consumer audiences through the promotion of products and services and also promotions and news from a mailing list. However, more than simply “advertising”, it has to be effective and every organization, in essence, expects or believes that it will pay off. But does it really work?
Why is it so important to measure email marketing campaigns?
The point is that, like everything in marketing, it is necessary to test efficiency of this tool to make sure it is bringing results to the business. Not complying with this part is like shooting in the dark. Measuring is of paramount importance for a company to know if it is “doing the right thing” and whether the content that is reaching consumers is, in fact, relevant to them.
What metrics can we use to make this measurement then?
The good news is that to help you in this task of measuring, there are currently several ways to carry out a good survey of the results of your emails. Knowing how to apply them can make all the difference for business, preventing material from being sent in vain to potential customers from ending up in the trash can. Be careful as they can get tired of receiving advertising via email, or worse, associating your brand with the idea of ”uninteresting content”.
So, to prevent this from happening and to guarantee a better return to this marketing strategy, how about knowing the key metrics used for this purpose?
Opening rate: literally refers to the recipients who came to open the message. This fee can be obtained by dividing the number of people who received the e-mail by the number of people who got to open it. Although it is not an exact metric, as some people may have opened your message automatically, it is very useful to have a notion of the relevance of the title or “call” put in the subject of the email and also what is the most propitious time of the day to approach potential customers. To help calculate it, it is possible to ask for automatic confirmation of the system when the customer reads the message.
Click-through rate: is more focused on calculating how many customers click on any link that is in email marketing. However, there is an undeniable and strong relationship between it and the rate of openings, because if the client does not find the content of the message attractive, it will hardly be click on your offers. Understanding this link is also important to adjust the format of your strategy: if the clickthrough rate is low, the problem may be with the “call” of the email that was not able to get enough attention from your customer. On the other hand, if the open rate is high and the click rate is low, it is possible that the problem is with offers that may not be so interesting.
Bounce Rate: perhaps it is one of the metrics that deserve more attention, after all, it clearly indicates cases in which consumers did not react positively to the approach of email marketing. To help control this rate, there are now very interesting tools available that alert the company, for example, whenever a recipient classifies your message as spam. When this rate starts to show worrying signs, it is time to review all the content and try as much as possible to adapt it and make it more interesting, so that it does not continue to be considered “inconvenient” by these consumers and does not cause further damage your company’s reputation.
Canceled subscription fee: although it is what you do not want to happen (having a subscription canceled), it is important that this option is also in your email marketing, as it is an act of respect for the power of choice of your customer. The rate of canceled subscriptions shows problems with the quality and / or frequency of your email marketing. It is a rate that suggests the need to reformulate the content and should be monitored closely, as it is better to try to reverse it than to face the possible alarming increase in the bounce rate, or end up having your emails reported as spam.
Error rate: it serves to indicate how many messages have returned without being sent to their recipients, for reasons such as errors with the email address or sending time expired. This fee is important, after all, ensuring that the message reaches the consumer is the first step towards any other successful action with him, isn’t it?