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Email marketing is still considered one of the most engaging and effective ways to connect with your audience and convert your subscribers into your buyers. The effectiveness of the email marketing campaigns of your business depends on a variety of factors and can be assessed through tracking down your email analytics. Your outlook email analytics can track your email marketing campaigns, enhance customer engagements, and drive more conversions.
You can easily set up and use a Google Analytics account to track your emails as well as their insights. Moreover, the easiest and most cost-effective tools that track the effectiveness of an email marketing campaign are built-in within an email marketing software. Email marketing is considered the most measurable form of marketing. Research performed by Oberlo concluded that entrepreneurs and managers can expect a return of $42 for every $1 spent on email marketing. However, without properly analyzing your campaigns' effectiveness, your investment in email marketing might not be as fruitful. Here is a list of email analytics that should be tracked:
Your open rate is the number of times your delivered emails were "opened" or potentially read. It is also great for gauging the effectiveness of your email's subject lines, measuring the engagement rate of your subscribers, and monitoring the overall email deliverability. Your email open rates further give you valuable insights into the effectiveness of your precious email marketing campaigns, and they are critical indicators of the effectiveness of the previous marketing strategies.
However, the open rates of Apple Mail users can be biased and inaccurate due to Apple's Mail Privacy Protection (MPP). Your business must be cautious and should not entirely track the entire performance of email marketing through open rates, especially if the majority of your audience is mainly Apple Mail users
A variety of factors can affect your open rates and a major one is how your marketing team crafts your email. Adding catchy subject lines, header text, preview text can make a great difference to the open rates of your emails. Your team can also segment the contact list to send out emails with personalized subject lines that avoid spam triggers.
The click-through rate (CTR) is another integral email analytic representing the percentage and ratios of people in your email list who opened your business's email once and further clicked on at least one link it contained. This metric can be of immense importance to marketers as it can act as a starting point for complete analyses of the email campaign.
CTR is another excellent tool for email engagements and represents the interest of your audience in the content of your emails. This gives you a broader picture of your subscribers' attractions, likes, and dislikes and enables your business to work on value-added content that is targeted to consumers' liking.
The unsubscribe rate shows the percentage of people who willingly opt-out of your emailing lists. Even though some portion of the unsubscribe rate is actually healthy, this will vary with each emailing platform, as in some emailing platforms, an unsubscribe is recorded if a subscriber chooses to opt-out after agreeing to several options that confirm their decision of unsubscribing. In contrast, in other email platforms, they might accidentally click the unsubscribe option and will get unsubscribed from your email list immediately.
Closely monitoring your unsubscribe rates will enable you to keep track of your content performance and the health of the email list. While unsubscribing itself shows a mismatch between a consumer's preference and your content, giving subscribers an option to unsubscribe and opt out of the emailing list establishes their trust in your brand and makes customers feel that their opinion is valued.
The email bounce rate shows the number of times your sent emails were bounced and were not delivered. A high bounce rate of your email marketing campaigns represents the lack of accuracy in the email addresses on your list, poor data entry, and problematic acquisition sources. A high email bounce will ultimately hurt your ability to get to your subscribers' inboxes. You can gauge the quality of your emailing lists by comparing bounce rates and further analyzing the possible reasons leading up to a high bounce rate.
Another critical factor that should be monitored frequently is the email's conversion rate (CVR), as it measures the frequency of people taking action in response to your emails. These actions or conversions can be anything from filling out a survey form, making an online purchase, or registering for the upcoming launch of a new store or exhibition. An email might have more than one conversion, and it would need to be tracked individually.
Conversions are excellent indicators of the performance of your marketing campaigns and customer satisfaction. However, conversions may not always be immediate as most consumers have their inboxes constantly bombarded with promotional emails from multiple businesses and may even delete all emails without looking at their subject lines.
Analyzing your email marketing campaigns is one of the essential practices that can help you gain valuable insights into your business. You should evaluate your email marketing campaigns holistically to derive the best results and gain the most useful data, which will help you make more well-informed and strategic decisions. In this world which is moving to AI and big data, your internal data derived through your email analytics is the most invaluable asset for your business. You should track all the mentioned email analytics and keep a check on the performance of your marketing campaigns.
