Investing in an email marketing strategy is a fantastic choice for any brand that is hoping to connect more authentically with their customer base. Emails can give you a way to stay top-of-mind, share blogs and updates, and promote sales or specials you’re offering at any given time. However, as with anything you invest your valuable time and money into, knowing what to track for an email marketing campaign is a must for ensuring your efforts are successful.
How Do I Know if My Email Marketing Campaign is Successful?
As it is with any business venture, success in regards to an email campaign is all about finding what matters to you. Defining the goal for your email marketing campaign is vital to making sure you are getting the most out of it. Some common goals typically include growing your email list, generating leads, or increasing clicks to your website, but this will ultimately depend on your overall marketing efforts.
What Should I Measure for My Email Marketing Campaign?
While your specific metrics will rely heavily on what your goals are, there are a few Key Performance Indicators (KPIs) that are useful for nearly any campaign, such as:
Email Open Rate
This will compare how many people are on your mailing list to how many people are actually opening the email when it hits their inbox. This can be helpful when trying to gauge what subject lines and text previews appeal to your audience the most, and can be a good metric to look at when choosing to do A/B testing.
Message Click Rate
Ideally, your email will have a mix of helpful links that your audience may find interesting—and your click rate will let you know how often those links are getting clicked. Including links to blog posts, social sites, and hot products will help you gauge what your customers want to see more of by understanding what they click on in each email.
The unsubscribe rate will tell you how many people are opting out of receiving your emails every time you do a blast. This will give you a good idea about whether or not you are sending content that your audience finds interesting and useful. There are many reasons why people may unsubscribe from email newsletters, but generally, sending emails too frequently is a leading cause, as is sending emails that are irrelevant to your audience.
If you’d like to hone in on an email marketing strategy your audience will love, we’re here to help! Get in touch with us today to learn how we can create content your customers will be glad to see in their inbox.