Sending out email blasts to your contact list can be a great way to reach a wide audience at a low cost. Many companies have turned to email marketing as one of their main sources to reach customers and potential customers, as they’ve seen a great return on investment. However, if you’re new to the world of digital marketing and particularly emails, it can be tricky to understand where to start. Not only do you have to learn how the best practices and how to create email campaigns, but then to analyze the metrics and use them to better optimize your campaigns for the future. This can help to determine which kind of subject lines work best, how often you should be sending campaigns, what time of day works best, etc. So, what are these metrics and how can they be used? We’re going to take a deeper look at the open rate, CTR (click-through-rate), and unsubscribe rate to determine how these metrics will help you be more effective and successful with your email marketing efforts.
The open rate is the percentage of recipients who open the email campaign. So to find this metric, you’ll divide the number of opens by the number of people it was sent to. 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. A low open rate may also reflect a poor subject line. If you notice that your open rate is on the lower side, stop and think about your subject line- Was it intriguing and compelling? Did it leave people wanting more information? If not, this may help you to craft better more effective subject lines for future campaigns. Keeping subject lines to the concise character requirements, using emojis, and putting in “teasers” are all effective strategies.
The click-through-rate often referred to as “CTR” is the percentage of recipients who clicked on one or more of the links in the email blast. This is calculated by the total number of clicks / delivered emails= CTR. So for example, if you sent your email to 100 people and 10 clicked on a link within the email, your CTR would be 10%. 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.
Depending on how your email list was built, different companies will experience different rates of unsubscribed users. If your list was built organically by people signing up on your website to specifically receive emails, you’ll likely have a lower unsubscribe rate than someone who exports all emails from their database that did not opt-in to your campaigns. The unsubscribe rate is calculated by the number of users who unsubscribe after an opening email, divided by the total number of recipients. If you have an unusually high number of unsubscribed recipients, you may want to consider the frequency of your campaigns. People often get irritated if they’re receiving too many emails, and is one of the most common reasons for unsubscribing. Try scaling down your emails per week or month, and you may notice a difference.
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