When we say that our email is smart, we mean not at all its mental abilities. It's about measuring basic metrics and how to email marketing at all.
Launching an email campaign without knowing how to promote and manage it is like chopping down a tree without an ax. You put in a lot of effort, but the result is not very much.
Therefore, tracking the numbers will give you an accurate estimate of what you are doing right or wrong. It will also help you understand if you are moving in the right direction.
Let's figure out together how to work with this mysterious concept and try to apply it in practice.
When evaluating the success of mass mailing, we must rely not on our inner feelings, but on a well-structured chain of events.
Let's look at the general types of email marketing strategies elements:
Example of the template for SWOT analysis
So we conditionally divided our plan into marketing strategy and marketing tactics in order to understand how to make email marketing effective.
These are just actions aimed at solving problems and determining the success of one mailing within the framework of a large campaign. But they should not be forgotten, since the big picture consists of many small important elements.
When building short-term objectives, we advise you to track the following campaign success indicators:
This metric will not demonstrate to you if your email campaign was successful or failed. But it will show how many people, in principle, look at your letters.
The theory of reader behavior is influenced by many factors, but the most significant ones include the name of the sender and the subject line. Also, don't hassle about previews. To catch the reader's attention and get them to open the letter, it must be informative, concise, and intriguing.
This indicator reflects user engagement. This is the number of clicks on any clickable element in the email. Whether it's a link, a call button, or a picture.
To improve this metric, you should:
Example of using emoji in subject lines
Almost the same as CTR, but there is a slight difference that radically changes the whole analysis. The difference is that CTOR takes into account the number of clicks, as well as the number of people who clicked. This indicator will show how high-quality the content is, and how much the user interacts with the company through the letter.
Let's imagine a situation.
Data for the task:
This means that the CTR and OR of the first email are lower than the second. Does it mean that it is better? Not at all.
Now we will calculate the CTOR of the first one email. For this, divide the number of clicks in newsletters by the number of openings and multiply by 100%. This turns out to be 80%. In the second letter campaign CTOR is only 40%.
And now what to do when the second letter was better in OR and CTR, but the first in CTOR? It's simple, it means that in the second case the reader was attracted by the title, and in the first by the content itself.
To improve email CTOR, it is worth paying special attention to UI / UX when designing email blasts.
A very important metric in email marketing. This is an indicator that displays the number of targeted actions performed. This can be registration for a webinar, downloading materials from a link, registering on a sender's or partner's website, purchasing a product or service, etc.
It is calculated by the ratio of targeted actions to open letters.
CR= (Target action/OR)*100%
How to improve the CR:
Sample email advertising campaign based on clients preferences
Never neglect the number of people who decided to unsubscribe from your mailing.
If a person does not want to receive information, then something is wrong with the newsletter, and it clearly is not for this audience.
The unsubscribe ratio is calculated as the ratio of unsubscribed to delivered emails.
“Unsubscribe rate = (Unsubscribed/delivered emails)*100%”
The normal indicator is 0.5%. You need to worry when it is above 1%.
How to downgrade UR level:
An example of an email with a guide for choosing gifts
The most unpleasant thing for mailing is getting into spam.
Because the ability to conduct mail campaigns depends on it. If the level of spam complaints exceeds 0.5%, then your IP may be completely blocked by mail services, and the newsletters will not even reach the recipient.
To avoid a high spam complaint rate, do the following:
This metric reflects the level of loyalty of your customers and the quality of your content. How do you know if your subscriber is satisfied with your bulk mailing? That's right, ask him/her about it. A simple question "Would you recommend us to your friends or relatives?" will fully answer this metric.
If there are less than three out of ten positive answers , then your newsletter is, to put it mildly, bad. If the indicator is 4-6, then the emails are of satisfactory quality. And, accordingly, if the level of answers is 6-10, the bulk mailing is a very good quality.
How to increase your yes answer rate:
Example of a survey letter with bonuses
The bounce rate affects your mailing budget in direct proportion, as does the trust in the IP address.
And if this happened due to temporary interruptions on the Internet, then this is a natural bounce rate (soft bounce). But if you send letters to non-existent, invalid addresses and so on, then this is already a heavy failure (hard bounce). At the second occasion it can attract special attention from postal services. This way you can easily turn into a spammer and your emails will never end up in the Primary folder.
How to deal with it:
Stick to these ideas for email marketing to succeed in your email blasting:
Strategic marketing is already a more global thing. It is considered not at the level of one email campaign, but for the total period of mailings and their payback.
These goals are separated by their longevity and consistency. Here you need to draw up a plan for expenses and profits for a year, or even more.
What strategy email marketing includes:
1) Customer acquisition cost
This metric is the initial step after defining your audience. It is calculated as the difference between the money that the client will be willing to bring to your company and the amount of budget that you had to spend to attract him/her.
CAC= Revenue - Costs of acquisition
All channels of distribution of information and advertising of the company are taken into account here.
How to optimize this indicator:
2) Customer retention cost
Also known as LTV (life-time value). This is a metric that displays how much it costs us "content" per subscriber. It is calculated as the ratio of money received from a client to the cost of communicating with him or advertising for this particular type of audience.
“CRC=Income from 1 person/costs per 1 person”
For email campaigns, this indicator includes sending out promotional offers, related emails with useful content, rehabilitation emails, and so on.
To optimize CRC, follow these rules:
3) Return on investment
The ROI is an indicator of the feasibility of an email marketing campaign. To calculate it, you need to divide all income for a certain period of time (usually a year or a quarter) by all costs.
The costs in this formula depend on the sales funnel when you calculate all the tactical indicators, subscriber acquisition and retention costs.
“ROI=Total income/Total costs”
This metric can only be assessed after a lengthy e-campaign.
How to improve ROI:
It is difficult to make your newsletter "smart" only at first glance. All you need to do is follow simple rules:
If you are a young business and don't know how to make email marketing more effective, our team will help you with this.
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