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Email Marketing 101: The Basics

Email marketing is a great way to keep in touch with past customers as well as individuals that have expressed interest in your product or service.  Whether you are sharing exciting news or special prices on your products & services, email marketing has many benefits to improve your business. However, if you’re new to the world of digital marketing, email marketing, in particular, it can be tricky to understand where to start. This blog will provide tips on how to get gauge the success of any future email marketing campaign.

User-Friendly Email Campaign Platforms

It can be difficult to find a platform that meets your needs, and with so many options to choose from these days, it can be tough determining where to start. If you are new to the email marketing world, the following platforms were built for any skillset, and can help you meet/exceed your goals!

Important Metrics for Email Marketing

Open Rate
The open rate is the percentage of recipients who open the email campaign. The open rate can help you to determine what day of the week is best and what time, depending on when you see the highest open rates.

How to determine Open Rate: (the number of opened emails /  by the total recipients)

The click-through-rate often referred to as “CTR” is the number of recipients who clicked on one or more links in the email/newsletter. This metric is one of the most commonly used to determine the performance of a campaign. The click-through-rate is often helpful for A/B testing, as these can help find new ways to get more clicks in your emails, and ultimately conversions.

How to determine CTR: (total number of clicks / delivered emails)

Unsubscribe Rate
Depending on how your industry, and what you are using the campaigns for, different companies will experience different rates of unsubscribed users. If your list was built organically through CTAs (call to action) on websites, you’ll have a lower unsubscribe rate, compared to email blasting your entire database (without their explicit consent) which would result in a larger unsubscribe rate.

How to determine Unsubscribe Rate: (total number unsubscribe after an opening email / by the total number of recipients)

The Benefits of Email Campaigns

Drive Traffic to Your Website
The most obvious benefit of an email campaign is that it can drive a lot of quality traffic to your website. Your emails should be designed to attract readers that are the most likely to spend time on your site. If your email campaigns are targeting people who have an interest in your products or services it is more likely that these people will visit your website, and potentially make a purchase.

Engage With Your Audience

Sending informative, interesting, and interactive emails to your audience can help get your site and it’s properties shared and forwarded. This obviously won’t help with your search results, but it can help spread the word of your website, and what it has to offer. Your first goal is to get your targeted audience interested in what you’re trying to say. Learn more about crafting the perfect email campaign here!

Optimize Your Email Marketing Campaign

Boston Web Marketing can work alongside your internal team of Marketing professionals when it comes to optimizing your business and getting your website back in front of the eyes of those you are trying to reach.  Need a site consultation? If you are interested in growing your business online or would like to expand and optimize your email campaign, give Boston Web Marketing a call today at 857-526-0096!

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