What is Email Analytics and what it does for your campaigns

January 20, 2022

So in this guide, we bring you everything about email analytics, including the most valuable metrics. Additionally, we will talk about how to take actionable steps using those metrics.

The Importance of Email Analytics

A comprehensive analysis of this data is what we can derive from email analytics. In short, email analytics gives us the information we need to improve our marketing campaigns.

You can quickly identify if there are a lot of mistakes you're making or if your marketing campaigns aren't working the way they should. You can measure the actions that are driving your campaign results and determine if they're effective.

Here is a way you can use email analytics to improve your marketing campaigns.

1. Measure the Effectiveness of Your Email Marketing Campaigns

One of the best ways to increase the efficiency of your email marketing campaigns is by analyzing the results.

What Is Email Analytics?

In a nutshell, email analytics is the ability to measure the performance of email marketing campaigns and understand which ones are effective and which ones are not.

When building email marketing campaigns, you need to analyze your targets so that you can target the audience that will respond well to your content. Email analytics helps you get a full picture of your targets and measure how well they are engaging with your content.

In short, emails analytics is a combination of activities such as watching out for the behavior of your email subscribers, understanding how they are responding to the content, understanding which type of content will engage them the most, which types of content will not engage them, and so on.

Email Analytics

Measuring the Effectiveness of Your Campaigns

A strong email marketing campaign is driven by sales. So, you have to be sure that your campaigns are following the metrics that will impact your sales. A typical campaign comprises a campaign list, an email series, a CRM account, a tracking and reporting system, etc. Each of these includes a set of metrics that a marketer can utilize to assess the effectiveness of their campaigns.

The first thing to measure is how effective is your campaign? To measure that, we are using the lead number in your email campaign. We call it opt-in rate, which is the number of people who chose to opt-in to the campaign after viewing your email.

A high opt-in rate tells you that people are interested in your product. On the other hand, a low opt-in rate means that your product isn't selling.

How to Optimize Your Campaigns Using Metrics

For this, we'll be using our main email dashboard, where we have built-in data and analytics features.

The main campaign analytics tab is the name we give to the section that shows the data that you would want to have in order to optimize a campaign. For example, some of the metrics that are shown on the campaign tab include:

Actionable Metrics – These are the metrics that show the actions that a campaign can take, as well as the actions that the program needs to take to make sure that the campaign is not being wasted. For example, the number of invalid email addresses in the list can be used to show the sender of an email that was meant to be sent to people who don't exist.

Open Rate

Here’s an overview of the open rate for your email campaign:

Conclusion

To improve the open rate of your emails, you can use different techniques. One of them is to include a headline with a word or two that your subscribers are interested in.

With SEO and SEM in mind, you can use a variety of tools to find out who is getting your emails and who is not. It is a good idea to test different headlines using landing pages and use an analytics tool to find out what was the right message for different individuals.

Consistency

Are your customers happy with your services? This is a question that every email marketer should be asking.

Good email marketers always tend to write what they want to say.

Click-Through Rate

A click-through rate is the number of times a user clicks through from your email campaign to your website.

It is the highest engagement metric of any type of media and plays an important role in marketers, especially because you can make better decisions in email marketing.

Key Takeaway

One of the primary purposes of email marketing is to close the loop on the marketing mix. Click-through rate is the only metric that can make sure that your email marketing does exactly that.

While your email marketing opens, you can monitor wherein the funnel people are before clicking on your email campaign link. You can also use the other metrics, such as open rates, as the filters to make the right decisions.

Unsubscribe Rate

What is the Unsubscribe Rate?

At the core of email marketing is a simple objective: to send more messages to customers. The problem is that every message that you send costs you money.

So, you need to learn how to use your inbox to send only valuable and relevant messages to your customers. And that's where the unsubscribe rate comes in.

Think about this: each email that you send costs you thousands of dollars. What if you want to cut the costs down to thousands of dollars?

What if you want to send more messages to your customers and keep them engaged? And how can you do that?

Here's how:

In your unsubscribe rate, you see the proportion of your customers who unsubscribe within 24 hours of a new message, regardless of how many messages you send. If this percentage is greater than 1.

Delivery Status

This metric gives you information on how many pieces of mail your emails are being delivered. It is especially important to know if your email campaign is making its way to the users’ mailboxes. For instance, if you have two outbound marketing campaigns, these may be sent to two different lists, and one of them might be currently performing better than the other. In that case, your company has the possibility of working on one of the lists to reach a higher email delivery rate.

Downloading Habits

This is the perfect metric to know if users are being diverted to the web to download emails. For example, if the users are actively downloading your emails, it means that you are able to get their attention and their interest is captured.

Conclusion

There are many companies that hire teams of analytics experts to run highly sophisticated email campaigns. Most of them have two or three major marketing strategies that they perform. But they don’t always achieve the desired results because they don’t have a comprehensive approach to analysis.

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