What you can learn from your Email Reports?
We can brainstorm endlessly over ‘How to optimize email marketing?’ But, all said and done are you hitting the target? Your email efforts pay off, you should understand the impact of emails and whether you are reaching your marketing goals. Email analytics reveal through email reports if your email marketing campaigns are leading to your goals. This gives you the confidence to invest more in them.
VentureBeat conducted a study of 48,000 companies that used email tools and found that many companies don’t capture data and apply it to decision making while designing an email marketing campaign. 32% of companies don’t even know the devices used by customers when they open emails and 29% aren’t tracking the revenue that emails generate.
What should you look for in these reports and how you can chalk out a more customer-centric and customer responsive email marketing campaign?
Open rate: Who read it?
It shows how many people opened the email? Your email reports mention people who opened the email and the time too. You now know customers who opened the email so you can send a follow up message and keep them engaged by giving them a special discount or reward. They can be converted to loyal customers by keeping in touch with them at regular intervals.
Unique opens doesn’t consider the repeat opens from a single recipient. Eg. if you sent an email to 4 different customers and 2 of them opened it 7 times it will show only 2 unique opens. If your open rate is too low try thinking of innovative and catchy subject lines. Find out when are customers opening your emails and send them emails at that time.
Click-through-rate: What is interesting?
It is the percentage of customers who clicked on the links given in your email. It shows which links were clicked and which subscribers clicked which link?
This shows what the customers found interesting and relevant? Thus, it guides you in content creation. You can notice what topics and content get maximum attention and response. Send information that is tailored to audience’s interest.
Bounce Report: Strike them off
Bounce rate is the total number of subscribers who didn’t receive the email as it bounced back. You can take them off your list. This saves you efforts and resources as also you can optimize your email marketing campaign based on this list.
Unsubscribed Report: Missed the target
This is the total number of customers who clicked the unsubscribed link. It will also reveal who opted out from which campaigns. If unsubscribed rate is higher after a particular campaign, dig into the campaign details, style, content, information, and timing you sent the email to know what was different about it and how to design your next campaign to get back those customers.
Time-wise report: The best time to send emails
You can study when your customers are opening your emails. Schedule sending your emails based on when most people open them. Once you hit on a time that works well, be consistent so your customers will expect to receive emails from you at that time. Create a time slot expectation when a new customer signs into your email subscription.
Working on campaigns through email reports is a continuous learning process as email analytics have new revelations each time you study them. Know more about Juvlon’s Email Reports and Analysis offerings here.