Key Email Marketing Performance Metrics

Video transcript:

“So, to see how all of this performs, what are the key metrics that really focus on here?

So the key metrics are some of the things we’ve been involved in before, open and click. And, well, I’ll comment on opening and clicking for a moment, because I noticed some issues with this.

So, over time, they… have two questions around this issue. One is open speed, there are companies there, in which case Apple, uh, tends to create artificial, uh, uh, open. There is nothing we can do about this. Our advice to clients is to assume that your open rate may be 10% lower than you actually see, simply because there is some fake open rate. Well, that’s just the reality of the business. This will happen to any email service provider. That’s it. Well, but with 10%, it only allows you, um, to see what a realistic open rate is.

Other ways you know can find out how your segmentation and personalization are performed. Do you want to sell more? Do you have a potential client date? Are you seeing more inventory moving? Will you get more donations? So of course, the open rate and click rate are an indication, the initial indication of the program’s performance, well, but the most important thing is the dollar, right? So, is that a needle?

And, well, I’ll comment on one thing here, that is, email marketing is really a great tool. It is one of the lowest cost tools that allow you to get ROI, which is really very positive. What I want to say, though, is that it is important that you have to do email marketing the right way. And, now you might want to stick with it, this is at the end of this talk I will provide a free guide called “Mastering Email Campaigns: Attracting Design and Content to Boost Sales.” Take a few more minutes and you can get it. But again, back to uh, integration with various tools, Shopify, WooCommerce, etc., all of which should be done well via email, especially seeing better results in ongoing contacts.

Great. I want to solve Linda’s problem here in just one minute. Uh, what do you mean by fake open rate? I know you mentioned Apple email privacy, or you hinted it. Can you talk more about it?

Yes. So, well, Apple has one… Let me take a step back. Therefore, each email sent by a constant contact contains a pixel image. You can’t see it with your naked eyes, but when it is turned on and triggered, it counts as an email. Apple is technically open, not physically open, but triggering pixels and creating a fake openness. They do this for their own security purposes, and that’s the 10% of people I mentioned earlier because they know that not all openings are really openings. Assume that the true openness rate is reduced by about 10%.

Actually, I suggest you know that clicks are usually a better way to measure success, but also conversions and similar things. Going beyond these openings can give you a better understanding of the performance of your email. So you mentioned smaller groups to test your segment. How big should your segment be to assess the success of your efforts and how long or how much should it be sent before marking it as successful?

A wise question. Therefore, it is related to the size of the list. So, let’s say you have a list of 1000 people. Test with 10, maybe 100 or 200 people, maybe 20%, and see what happens. If it goes very well, keep moving forward and expand it to the entire list. If you see some questions or the results are uncertain, run it a second time and see what happens. In other words, don’t test segmentation and personalization of the entire list, because in marketing, there is no guarantee. So you want to just test with 10 or 20% of the list, verify that it is correct in the second test. Assuming everything is fine, push it to the entire list.

Yes, every business, organization and audience is different. So of course, we have all these different suggestions for you and you know that if something doesn’t work, then you might try, uh, do something different to get the result.

Exactly. Another thing I want to add is that when you do this kind of test, you want to be able to track them as well. So if you are selling items, you may use a specific promo code. You want to view Google Analytics and the upcoming website traffic after sending these emails. So make sure you have data to support whether it works, not just a feeling of intuition. Because the feeling of the intestine is not as accurate as the data.

really. There is a lot of data there. So we are in a good place and I know we have a lot of problems and I want to make sure we have time to find these problems.transparent