Are you using email marketing to reach more customers? If you are here are three most important statistics that you need to look at on each of your campaigns.
1. Open Rate – this is the number of people who opened the email you sent. Most email marketing programs will provide you with this statistic as a number or a percentage of the emails that you sent. One thing to remember is that this number is not extremely accurate. It should be considered as a guideline and for comparison between campaigns. The reasons are that the tracking is most often done using a small script embedded in your email message. Anyone who has turned off scripts or is opening your email offline would not be included. It is also important to note that opening the email does not mean reading the email.
2. Click Through Rate (CTR) – This is probably the most important statistic of any email campaign. The CTR of your email campaign indicates how many people clicked a particular link in your email. This means they opened it and read it and clicked the link to arrive at your website. This is also a great measurement tool to evaluate different call-to-action methods you employ. The higher the CTR the more effective your call-to-action is.
3. Conversion Rate – This is the number of people who clicked the link on your email, came to your website and purchased the product or service. The conversion rate is generally a low number and anything above 2% is considered a good conversion rate. This is a great way to evaluate the success of your email campaign. However, if your email and visitor tracking systems are not integrated you will have to calculate this on your own. The best way to do this is to include a unique identifier in the links on your email and then track how many visitors who came to that link purchased your product or service.
These are the 3 most important elements of your email marketing program. Most email marketing tools will provide you with lots more information, but with a basic understanding of these three statistics you will be able to compare the effectiveness of your campaigns.