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.
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 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 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.
When you choose to segment your audience, you improve the personalization of the emails you send.
You can segment your audience based on demographics such as:
- Marital status
But most importantly, if you want a real success with your email marketing, look at how your audience and its segment behave according to your overall goals we talked about before. You might consider things like customer type, expense history, adoption status, and so on.
Targeted and personalized content
Once you've segmented your audience, you'll be able to send specific relevant content to different cohorts of people.
74% of marketers say that targeted customization increases customer engagement.
Targeted messaging is about understanding your audience and adapting the content and the offers that are intended for them at the different stages of their journey with your brand.
Simply put, it means using audience information in this segment to guide your message. If you are a SaaS company and you have a segment of subscribers who have not yet tested your software, send them an email to tell them that another chance to get started. getting a free trial will be more relevant than sending this email to someone already making good use of your software.
Email marketing should not be done in silos
E-mail marketing, as we have said, should not be done in isolation from your other marketing efforts, they should all be connected. Email marketing should be there to support your general and larger goals.
Often, your email audience will be invited to visit your website after reading an email. It is important to continue looking at the data once they end up on your website to see if the entire cycle of email, to lead to conversion, could be improved.
Use a heatmap tool like CrazyEgg to see where your visitors are clicking and interacting with your page.
This means that the hard work of your email marketing is not lost by a bad landing page that does not work.
In addition, if you already use Kissmetrics campaigns, you can also use the platform to track the behavior of the site.
Having a tool that tracks both how your audience interacts with their e-mails and your website will give you a much clearer idea of what works and does not work. You will not only understand the behavior, but you will see what they actually did on your site and see exactly who they are.
Test and analyze
Even after defining your overall goal and the steps you need to take to achieve it, you should always test.
Because your email marketing campaigns are now driven by data, you'll have a better idea of what to test.
By focusing on data, you'll have a better idea of what you should be testing.
If your goal is to increase landing page listings, you may decide to track your opening rates and clicks.
If you notice that opening rates are low, but clickthrough rates are high, this should indicate that the content of your email is good, but you need to improve your subject in order to improve your business. encourage your subscribers to open your email.
Analyzing your results in this way will improve your email marketing campaigns.
This will give you a clearer idea if you focus on the right metrics and if the things you do to improve your campaigns actually work.
In short, look at the measures you have chosen, compare them to the desired goal, and make a list of ways to improve the next time.
Take Away Sale
How do you measure your email marketing success? Do you look at your opening and click rates? Do you look at the number of people who are unsubscribing and hope that it is lower than your last campaign?
If you do any of these things, you use the basic metrics that most marketers use.
But you ignore the most important and critical metrics that will actually help you improve your email marketing.
Finding data is not difficult and most messaging service providers will offer analytical data to understand how your current and past campaigns work.
And for some marketers, just look at your opening rate or your clickthrough rate is perfectly acceptable.
But what is problematic for most email marketers is finding advanced data and finding specific data to make the right changes to campaigns.
This article explained how to set email marketing goals and how to use these goals to define metrics that should be of concern to you.
I've also explained why you need to look beyond basic metrics to get useful information about your subscriber list and how they behave.
So, now you should be able to leverage your own email data to improve the performance of your email marketing campaigns.
How did you use email marketing analytics to your advantage? Leave a comment below.
About the author: Jordie Black is a content marketer and strategist who helps startups and SaaS companies in the B2B space to improve the way they get along. connect with their audience through the content. Learn more about her at www.jordieblack.com or follow her on Twitter @jordieiam to follow her updates.