53% of organizations chose data-driven marketing as their top priority for 2016. You should track individual email metrics, email channel metrics, and email health metrics.
Funnel: Sent -> Delivered -> Opened -> Clicked -> Converted
- Emails sent – Number of emails you tried to send.
- Emails Delivered – How many valid email addresses actually accepted my company’s message?
- Open rate – the percentage of people that received your email who actually opened it.
Factors that impact opens include the name, from email address, subject line, the strength of your brand, and content and message of the email. Questions to consider:
- How can I properly convey the value of the content of my email?
- Who should this email come from?
- Am I asking for more value than I am giving?
- Will this email resonate with my persona?
- What will this email look like in a mobile inbox?
Click-through rate is the percentage of people who clicked on a link to your email after opening it. Factors that impact clicks are a convincing email copy, good email design, and effective call-to-action, and the quality and value of the offer. The conversion rate is the percentage of people who clicked on a link within your email and completed the desired action. Goals for your email channel metrics:
- How people engage with your emails
- How email impacts your ability to move people through your funnel.
- How email impacts your bottom line as a business.
- How effectively you can use email to drive traffic to specific events and initiatives.
- How your email database is growing or decaying.
Channel engagement metrics include traffic driven by email, conversions are driven by email, baseline click rates, baseline open rates, mobile vs. desktop open and click rates. 22.5% of your email marketing database will decay every year, on average. Email marketing ROI is the overall return on investment for your email campaigns.
Greymail is an email that you opted-in to receive but don’t really want. Combat gremial by:
- Send re-engagement campaigns, then stop sending emails to the ones that don’t re-engage
- Testing to optimize the frequency of your sends
- Increasing segmentation and personalization
- Removing contacts from your database who are no longer engaged
Bounce rate is the percentage of email addresses that didn’t receive your message because it was returned by a recipient mail server. Contact bounces you are probably being spammy, based on previous sends to that inbox. Reputational bounces are spammy activity in the past is coming back to bite you. Unknown user: you bought your list, people are giving you fake addresses, or you aren’t updating your database.
Questions to ask yourself about spam complaints:
- Does the content of your emails add value instead of ask for it?
- Did they expect to receive this email?
- Are you emailing them the right content at the right time?
- Are you emailing them too much?
- Did you set the right subscriber expectations?
Marketing Troubleshooting Playbook includes:
- My open rates are lower than expected
- My open rate is high, but my click-through rate is low
- My click rate is high, but my conversion rate is low
If you have a bad subject line write a short, to-the-point, non-salesy subject line. If you have bad subscriber expectations, give people more options, set better expectations, and list fatigue. If your contacts are not engaged, send them a specific offer that will entice them to re-engage. If you offer isn’t relevant, look to the buyer’s journey and buyer personas to improve your email. If the CTA isn’t prominent enough, make sure your CTA is prominent, well-placed, attention-grabbing and action-oriented. Use landing best practices like a clear and compelling headline, visual emphasis on value of offer, and no navigation or menu links, a form whose length mirros the value of the offer. Testing emails measures the actual behavior of your unique database. Lifecycle marketing is visits, leads, marketing qualified leads, sales accepted leads, opportunities, and customers.
How to set up and run an email test: segment your database, identify opportunities in your funnel, design experiments, and prioritize the experiments. Should for a goal of 95% emails delivered, 10% open rate and 1% Clicked. How to do conversion-rate optimiztion (CRO) to:
- Find weak points in a marketing funnel
- Figure out what is causing the funnel to narrow
- Think about a good solution
- Apply it in a controlled test environment
- Record the Results
- Analyze the results
- Make a decision
Elements that affect open rates include a number of emails you send to a list, day of the week, time of day, subject line, and preview text. Elements that affect click rates are email body copy, email body design/layout, email body images, Email CTA, and email signature.
If your emails are ending gup the Gmail promotion tba, make your emails more personal, remove images, and avoid using sales-y language. To avoid spam filters, improve your subject line by avoiding emojis, exclamation marks and percentages, remove sales-y words, align subject line with email content. Improve your sending time by using an analytics tool to determine when emails are opened most, for personal items, aim for when your contacts are likely home, for business/education emails, aim fo rcommuting and lunch break. You can also improve the subject line by applying knowledge about your Buyer Persona and their buyer’s journey, analyzing historical subject lines. o determine a pattern. Check your subject line on mobile and that keyword are visible. PIE to test firts. Potential, Importance, and ease. Test an email that is regular and frequent. Think daily offer update, transactional email, or a weekly newsletter. Kissmetrics A/B Test significance calculator.
How to do an email optimization test:
- Clean contact list and segment by persona or lifecycle stage.
- Ensure your list is large enough to test.
- Analyze funnel for opportunities.
- Use the Scientific Method to hypothesize and design solutions.
- Check that your results are significant.