Email marketing analytics tell you how your email content is performing with email subscribers. Understanding each metric provides insight as to how you can enhance your email strategy.
Let’s take a look at the most important email marketing analytics and how to improve each.
The open rate tells you the percentage of people who opened your email. This is the most basic email marketing analytic, but possibly the most important. If your subscribers aren’t opening your emails, they aren’t reading them. And, if your emails aren’t being read, the rest of your email strategy is irrelevant.
How to improve: There are a few reasons why your lingerie business could experience a low email open rate. It’s possible your emails are going into a subscriber’s spam or junk folder. This can occur if you’re using an email marketing automation service to send emails from an address that is not from your domain. For instance, firstname.lastname@example.org or email@example.com could be flagged as spam.
Another reason subscribers may not open emails is because the subject line doesn’t catch their attention. Play around with different types of enticing subject lines to see what pulls readers in. Of course, it’s also possible the content you’re sending isn’t relevant for the reader. Ensure that your emails provide value to your subscribers by using segmented email lists.
The email click-through rate (CTR) is the percentage of people that clicked on a link within the email. So, this means a subscriber opened your email, read it, then clicked on any of the links you included in it.
How to improve: A low CTR is a sign that subscribers aren’t intrigued by your email content. This could be because the subject line didn’t quite align with the content in the email. Or, because the copy within the email didn’t convince the reader that she needed to click on a link. A low CTR could also be from not including a call-to-action (CTA). Provide a CTA in every email to encourage the reader to take the preferred action.
The email marketing conversion rate is the percentage of subscribers that completed a goal action. For example, the goal action may be to purchase an item.
How to improve: A low email conversion rate could mean your readers didn’t have a clear path for the action you wanted them to take. For instance, your email may have promoted a new product line, but the link took the reader to your home page, not to the new products. Make sure you’re making it as easy as possible for the reader to make the goal action. It’s also not a bad idea to have reminder emails scheduled for people who didn’t make the goal action. Sometimes a reader needs to be pinged a couple of times before deciding to take action.
The email bounce rate is the percentage of emails that didn’t make it to subscribers’ inboxes.
How to improve: There are several reasons an email may bounce. It could bounce back because there was a temporary issue with the server, the recipient’s inbox was full, the address is invalid or the email file was too big to send. Ensure your emails are well under the maximum file size and that your lists contain only valid, current email addresses.
Forwards and shares
Forwards/shares shows the percentage of readers that forwarded your email or clicked a “social share” button. When your readers are sharing your content, you can attract new leads.
How to improve: Email content must be valuable in order to be shareable. A reader will share content that hits home or offers something too good to pass up. Think back to email segmenting – if this email didn’t provide a lot of value for the reader, they won’t share it. It’s worth revisiting your email segmentations to make sure you’re sending relevant content to your various email lists. And, having “forward to a friend” or “share” buttons embedded in emails will also encourage readers to share your content.
Knowing how your audience is interacting with your emails is essential for your lingerie business. Review your analytics and test out different strategies until you start seeing the email marketing ROI that you want. It’s not easy, and it will take time – but your email marketing efforts can cushion that bottom line.
Tags: Email Marketing