Using Marketing Analytics to Earn Email Marketing

You may be part of the group of marketing specialists who feel that your e-mail campaigns are missing something.

Only you are not sure what they are missing.

You've reversed your competitors' email campaigns to see what they're doing, but the truth is you'll never know the strategy behind their success because you do not have access to their analyzes.

So you end up in a cycle. You create emails, you write a good copy and add relevant graphics, just as the guides tell you, but you still do not see the kind of results everyone is talking about.

Email marketing is consistently one of the best marketing avenues to use.

So why do not you see the same results?

Many marketers make the mistake of not paying enough attention to their email marketing analytics.

If you are a buyer who does not use the data to feed and guide your email marketing campaigns, you leave some serious money on the table.

Data allows you to see what works and what does not work, so you can optimize your emails for better results.

This is a delicate but rewarding process of taking raw data and transforming it into useful information to improve your email marketing campaigns. This will put you above your competitors.

In this article, I will explain the importance of using email marketing to improve the way you segment your email, improve the content of emails you send, and create marketing campaigns. by email winners.

No matter how good your email marketing campaigns are, nor the number of well-designed images that they contain if you do not see any results or if you do not measure whether your efforts are helping you to achieve your main goals.

Let's go!

Choosing an Email Marketing Provider

Looking at the current landscape of email marketing and the software available is often overwhelming.

If you have already chosen and are satisfied with your email marketing provider, go to the next section.

If we look at the market radar of the email marketing software below, it is clear that there are a number of different providers to choose from.

The choice of an email service provider depends largely on what you hope to achieve with your email marketing campaigns and the features you are looking for.

Source: Market Research Email Marketing, Crozdesk

Taking into account the size of the vendor and the power of the solution can help you evaluate which vendor to choose based on the personal needs of your business.

For example, if you want to send automatic and triggered emails, you can use a tool such as Kissmetrics Campaigns or use a provider like Sendgrid if you just want to send email marketing newsletters.

The problem, however, is that your choice of provider will have a say in the types of email marketing campaigns that you can run, but that only allows you to have a honest vision of your marketing campaigns by e-mail. you must do to improve them.

If you want to improve your email marketing campaigns, you should consider using the analysis to provide you with an overview of the performance of your current campaigns against your predefined goals.

Know your goals before choosing key performance indicators

Before you start email marketing, think about what you hope to accomplish.

You must set goals.

Where most marketers are mistaken, that is in thinking that their goals should be things like:

• Increasing the rate of opening
• Increasing click-through rate
• Reducing the number of people who unsubscribe

Although these are good measures to follow (later), they are not goals.

Your email marketing goals should match your business goals. For example, you can choose to do email marketing in the hope of generating more leads, increasing your subscriber base or converting more leads into customers.

Note: You may have more than one goal, but you will need to tailor each measure to each individual goal.

When you've chosen the goal of your email marketing campaign, it's time to figure out which metrics to use to track the progress of your goal.

For example, 73% of marketers have identified clickthrough rate as one of the most useful indicators for measuring the performance of email marketing.

But let's think about it for a moment.

Suppose you are the e-mail marketing manager of a SaaS company, you may want to increase your rate of opening and clicks .

The problem is that click-through rates and open rates are known as process metrics . They indicate the sequence of events that occur from the moment an e-mail is sent to when it reaches the subscriber. But they should not be goals in themselves.

Now, if we reframe the situation and change our goal to: increase the number of registrations to free trials.

The reason why metric isolation is counterproductive is because it does not give you a complete picture.

During your last campaign, let's say you've increased your clickthrough rate. You might think that's fine, but the key question you have to answer is: has this increased the number of registrations to free trials? If the answer to this question is no, you must determine why.

If the number of registrations for free trials has increased, can you correlate that with your click rate? Now you can see how things like changing your email subject can have a direct effect on your click rate, which in turn has a direct effect on your conversions.

The key is not to take each measure as an individual number, but to use these process metrics and integrate them into your overall marketing strategy to increase your revenue, or whatever your ultimate goal.

If your goal is to attract more visitors to your website, you will probably want to focus on growing your list of subscribers. So it's the metric that you have to follow.

But what happens if your goal is to increase the number of leads generated? If this is the case, you should follow the number of tracks you capture each day / week / month.

The choice of metrics to follow depends largely on the type of business you are using. A SaaS company may have different goals of an ecommerce company that could also have different non-profit goals.

Going Beyond Basic Data

If you want to gain email marketing, you need to think hard about your analysis. There are many things to follow, so I divided the basic analysis into three categories: basic advanced and expert with each more difficult to find when you climb the ladder.

Basic parameters

Basic metrics are easily accessible and are also known as behavioral metrics. Most basic e-mail service providers will give you information about these metrics.

They include things like:

• How many people open your e-mails?
• How many people are clicking on your links?
• Which links get the most clicks?
• What is the most common period for people to open your emails?
• How many people unsubscribe (on average) from each email you send?

You may already be considering behavioral statistics to improve your email marketing campaigns.

But you ruin your chances of developing a winning email marketing strategy if these are the only data you consider.

What good is having 100% opening rate if no one buys? Something obviously went wrong and the understanding of the analyzes will help you understand why and where everything went wrong.

An Open Case for Advanced Messaging Metrics

The thing about basic metrics like click and open rates, these are basic and simplistic metrics. In this case, they tell you who opened the email and who clicked, they do not tell you much else.

Beyond these basic statistics, consider your clickthrough rate to open.

This statistic tells you how interesting the content of your email is. It helps you understand if the content of your email resonates well with your specified target segment. Working on this measure will provide you with a percentage of your subscribers who have opened your email and also clicked on a link. This helps to give you a clearer idea of ​​the entire story.

So, if one of your goals is to create compelling content, your goal should be to increase that percentage. Your click-to-open rate gives you an indication of how your subscribers behaved when they opened your email.

It gives you a complete and holistic view of the performance of your e-mail content. For example, you may have a low clickthrough rate, but you may still have a clickthrough rate to open. If you judge your emails on a single statistic, you will not have the full picture.

When you create a Kissmetrics campaign, you set a conversion goal. If users have sent you these emails to convert, they will be counted in this converted list. So, for example, if you send an e-mail to people about a sale, you can select your conversion as "Purchase". If they read your email, then buy, they converted.

Advanced Settings

Advanced statistics analyze the results of your campaigns. They help you answer questions like:

• How many people have actually bought any of your products or services after clicking on your email?
• How much money do you average per email campaign sent?
• How much (on average) does each subscriber earn in revenue?
• How many of your email subscribers are converted into real prospects?
• What is your email marketing ROI?

Parameters of the expert

Expert metrics are also called experience analysis.

The analysis of the experience explains why your subscribers do what they do. Expert metrics are important because they show you what motivates your subscriber's decisions and the motivations behind the choices that he makes when he chooses to engage or ignore your email.

Instead of just knowing how many of your emails in a specific campaign have been opened, you'll understand why they have a higher rate.

You will better understand why incomes are higher or lower at certain times of the year, for example.

Now the question is, for this area of ​​analysis, you probably will not be able to collect this data from your email provider. You will need to look further to enter the mind of your audience and understand exactly what makes them tick.

It's not a lie that understanding the analysis of behavior is important, but it only goes very far. If you want to know what it is, you need to know if people who use your emails are doing it because they're bored on their train to work, or if it's because that you have framed your message well and that they are interested in doing business with them. you.

Using your data

Now that you've put together the right data, it's time to start listening and drawing the right conclusions.

Once you've collated the right data from your e-mail campaigns, you'll be able to send better e-mail marketing campaigns by creating custom users first.

You will now identify who to target, when, and why you should target that person and send them content that you know will be useful to them.

Let's take a look at our own mailbox. How many times a week do you receive irrelevant emails that seem to have nothing to do with you? How many times per week do you actually consider or unsubscribe from email newsletters?

If everyone used their data to fuel their marketing campaigns, they would have fewer people to unsubscribe.

The use of a tool such as Kissmetrics Campaigns allows you to send automatic and triggered e-mails based on the previous behavior of the user. The beauty of these emails is that they are not cold and that they are not undesirable because they are based on past behavior. These emails are in place to push the user to something, whether to buy, to log in, and so on.

When you start using the right tools to get the right data, you can:

Define and segment your audience

What is your audience and what type of e-mails do they want to receive? When setting your audience, do not forget your original goals from the beginning.

In the example below, Pets At Home, a pet retailer, uses the name of the animal in its electronic copy.

They also check what kind of pet you have, whether it's cat, dog, rabbit, etc. to make sure they only send you relevant targeted emails that you are likely to open.