First association with results in e-mail marketing? Open rate (OR). However, this is only a small part of the reporting and does not tell the full story of your campaign’s performance. Let’s look at the topic more broadly, focusing on business goals: sales in the online store, webinar registrations, etc.
Why is open-rate not everything?
Open-rate is a measure of the percentage of recipients who actually opened your marketing email. This is usually the first metric you track after you send your campaign. But open-rate itself does not bring much to the development of your business.
After all, you want recipients not only to open your e-mail, but also to take actions – purchases, confirming participation in an event, visiting your website. Open rate doesn’t tell you about any of these actions. Try to focus on more meaningful metrics in email marketing.
What are your goals in email marketing?
Email marketing KPIs depend on what you want to achieve. When you have a focused goal for your campaigns, you can use a variety of metrics to refine your emails and see what works (and doesn’t work) with your audience so you can optimize your email marketing strategy for real success.
For website traffic, the key factor will be clicks and click-through rate. Of course, you can add links to e.g. social media in your email creation, but we recommend that most of the links take the recipient to your websites.
If your goal is to increase sales, this will be the most important thing conversion rate. Conversion rate is the percentage of email recipients taking a specific action. This usually involves completing a purchase on your website.
Conversion rate results help you understand how effectively you’re driving sales. If your sales results are not satisfactory, look at other indicators and try to look for answers there. For example, if your emails are getting a lot of clicks but not selling much, the problem may be with your website and online store.
Another case: Your e-mail aroused interest in the product, but after going to the customer’s website, the product description or the way it was presented were not convincing. Maybe the customer has already started the payment process, but at some point abandoned the cart? If you see clicks but no sales, the problem probably isn’t with the emails themselves.
Consider – especially in the context of abandoned carts – whether it is worth using Marketing Automation solutions, invaluable in recovering abandoned transactions.
Other metrics you need to pay attention to
The metrics below don’t directly relate to your goals, but they show technical issues you should address to improve your email marketing effectiveness.
Bounces – Recipients who did not receive the email. Bounces occur for several reasons, such as a full mailbox, incorrect email address, and spam filters.
Unsubscribed – recipients who have asked to stop receiving emails from you. If their number starts to increase, analyze it carefully, because you are most likely making a mistake somewhere: either your creations are not interesting, or the frequency of sending them is too high.
Spam – recipients mark your emails as spam. There are two ways to proceed here. First of all, check if there is anything in the e-mails that could irritate the recipient (e.g. grammatical errors, too frequent use of the words promotion, mega deals, etc., incorrect offers). Secondly, consider removing such a recipient from your mailing list. It won’t receive messages from you anyway, and your subsequent e-mails ending up in spam may ruin the reputation of the shipping domain.
The impact of personalization on email marketing metrics
Segmentation in email marketing is a key tool that influences open and click rates. Dividing your audience base into specific segments allows you to deliver more tailored and personalized content. Thanks to this, recipients receive information that is more important to them, which increases their willingness to open messages and click on links. Segmentation also allows you to tailor messages to the specific needs and interests of individual groups, which translates into greater engagement and interaction with the content contained in emails. As a result, open and click rates become more reliable indicators of the effectiveness of an email marketing campaign.
Personalization in email marketing significantly affects campaign effectiveness indicators. Thanks to it, the content is more tailored to the individual needs and preferences of recipients. The introduction of segmentation allows for more precise content delivery, which in turn increases the chances of audience openness and engagement. By adapting messages to the profile of a specific segment, personalization allows you to reach recipients more effectively, which translates into improved indicators such as opens and clicks. As a result, email marketing campaigns become more attractive to recipients and generate greater engagement, which is crucial for the effectiveness of marketing activities.
Tools for personalizing email marketing
Personalization tools in email marketing, such as iPresso, allow you to tailor content to the individual preferences of recipients. They work by analyzing user data such as purchase histories, online behavior and interactions with previous campaigns.
These tools allow you to segment your database, making it possible to create personalized audience groups. Based on these segments, content is tailored to specific preferences, which increases its attractiveness to recipients.
Additionally, personalization tools enable the automation of marketing processes. For example, you can create automated scenarios in which content is delivered depending on user actions. This allows for more dynamic and interactive campaigns, which has a positive impact on open rates, clicks and conversions.
In the context of iPresso, as a marketing automation tool, personalization covers not only the content in emails, but also other aspects of campaigns, such as websites, landing pages and notifications. This holistic approach allows for effective personalization of the user experience at various stages of the purchasing cycle.
Email Marketing Metrics and Marketing Automation: Summary
Marketing automation is an advanced strategy that uses tools and technologies to automate marketing processes. One of the main elements of this strategy is the use of data from email marketing metrics.
For example, analyzing metrics such as opens and clicks in emails allows you to create more complex marketing scenarios. If someone opened the email but did not click on any links, the marketing automation system can adapt the subsequent message by providing additional information or encouraging a specific action.
Audience segmentation is another key element. Based on users’ email behavior, the automation system can categorize them into groups with similar preferences and habits. This makes campaigns more targeted and content more tailored to the recipient.
Marketing automation also uses user feedback, such as conversion rates. If the user has taken the desired action after receiving the email, the system can automatically provide further messages supporting this decision, such as purchase confirmation, additional offers or delivery information.
Additionally, marketing automation allows you to track long-term interactions with recipients, monitoring their behavior over the course of many campaigns. This allows you to build more complex marketing strategies based on a longer customer life cycle.
In short, marketing automation not only uses email marketing data for personalization and segmentation, but also enables more advanced and complex interactions with recipients, which translates into more effective and precise marketing strategies.
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