Email marketing is the oldest form of inbound marketing, and while many think that it’s a dying strategy, the truth is far from that. Like any marketing strategy, you need to ensure that you’re integrating effective techniques to reach your campaign goals, and email marketing needs that too.
Contacting people via email is one of the most practical and cost-effective ways to reach someone. When you do it right, it can also give you much higher returns. However, email marketing isn’t as straightforward as you think, and there are some metrics that you need to monitor to ensure that you’re getting the best out of your marketing campaigns.
Metric #1: Open Rate
The ideal open rate should be between 12 to 15 percent when you’re monitoring your open rate. When you have a low open rate, that means your subscribers have no interest in your emails and that they’re not even going to bother to open your emails.
When this happens, it means that your emails have a bunch of issues, such as bad timing, a messy email body, a poor email subject, and more.
Metric #2: Click-Through Rate
Another thing that you should keep your eye on is your email’s click-through rate. While getting your subscribers to open your email is vital, you want to ensure that they’re engaged throughout your email, and that would mean having them click the links you provided.
If you have a low click-through rate, chances are, people aren’t interested in the content or links that you posted or that your CTA wasn’t as convincing.
Metric #3: Subscribe and Unsubscribe Rate
Don’t be alarmed when you notice that your email list will decline over time. This usually happens when you don’t get regular subscribers continuously. To ensure you get a growing number of subscribers, it’s time for you to improve your content marketing, social media, and advertising efforts.
Along with the subscriber rate, you also need to note your unsubscribe rate to quickly identify the problems in your email strategy. When you have a high unsubscribe rate, you may be getting poor leads or tapping the wrong audience.
Metric #4: Time Spent Viewing Your Email
Email marketing is all about engagement, and it helps to know if you’re taking the right steps in your email marketing strategy to engage with your readers via email.
When your email marketing strategy makes use of long-form content, it’s worth tracking how much time a reader spends on your email to see if it’s relevant and engaging. This can give you an idea of what readers like to see, engage with and how you can plan out your content calendar.
The Bottom Line: Up Your Email Marketing Strategy by Monitoring Your Metrics
Digital marketing truly is a numbers game, and when it comes to email marketing strategies, your numbers impact the overall effectiveness of your campaign. With that being said, it’s worth working with professionals in the field to help you elevate your email marketing efforts and help your email stand out in your customer’s saturated inbox.
How Can We Help You?
If you’re looking for ways to take your email marketing campaigns to the next level, you’ve come to the right place.
Alexandria Taylor Cox is a marketing strategist who provides a clear plan of action to attract more clients for health and wellness coaches so that they can feel empowered, gain clarity, and add more hour back to their day. So if you want to take your business strategies to the next level, reach out to me today!
