Figuring out how well your email marketing is doing can sometimes be kind of difficult.
Sure, you can take a look at the open rate of an email and feel a small sense of triumph if it’s higher than the industry average … but that doesn’t mean you’re going to suddenly see a windfall of customers pouring into your store.
One of most reliable ways to keep track of which emails are successful is by providing a coupon or discount code. If customers redeem it, then you know the email succeeded.
Of course, not every business or organization can offer its audience coupons. And when you can’t attach hard sales numbers to an email, it’s harder to determine whether it’s effective or not.
One way you can judge success, however, is by looking at your click-through rates.
1. What a does a click-through mean?
Where the open rate shows you how many people opened your emails, the click-through rate shows how many people take action by clicking the links you provide in your email.
This allows you to see the content, products, and services your contacts are most interested in, which in turn can help you create engaging email content for future emails.
For example, I sent an email for an upcoming workshop, The Million-Dollar Entrepreneurs Workshop, and it showed that the links people were most interested in were ones were links that lead to the leading page for the event. That metrics allowed us to make better decisions based on the email marketing.
The more clickthroughs you see like this, the more likely it is that your contacts are going to take the actions you want them to take, whether you want them to download a presentation, buy a product, or donate to a cause.
2. Turning click-throughs into segments and then into leads
Not only can you see which links your contacts click, you can also see who is clicking on those links. This information is available with your email reports when you click on the actual number in the click-through column for a certain link.
From there, you have the option to save these contacts to a brand new list (segment. So, if you see that certain contacts download something or read an article about a particular subject, you can then follow up with more specific emails about the product or service related to that content.
3. E-Mail Metrics (6 Key E-Mail Metrics)
Metrics are one of them most important ways to gather what needs to improve within your business. Your e-mail are just as important when you're doing your e-mail marketing campaigns.
These metrics will tell you if your email is working:
1. Open Rate
2. Click Through Rate
3. Unsubscribe Rate
4. Conversion Rate
5. Forward/Share Rate
6. List Growth Rate
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