E-Mail Marketing

5 Key Metrics Of E-Mail Marketing Every Marketer Should Know

 

Yes, e-mail marketing is relevant and still an essential source of convertions.

It’s an effective method of digital marketing while generating leads, closing new customers and providing customer support.

About 53% of emails are opened on mobile devices. Moreover, email is 40 times more effective at acquiring new customers than Facebook or Twitter and it has an ROI of 3800%!

 

Therefore, it’s definetely not a channel that could be overlooked or snubbed.

 

When it comes to digital marketing, one of the biggest advantages against traditional marketing is its measurability and e-mail marketing offers adequate, qualitative data for your campaigns in order to optimize them strategically.

 

Unsubscribe Rate

 

In e-mail marketing, the biggest challenge is keeping an e-mail database alive! Collecting e-mail data organicly takes already plenty of time, marketing efforts and years. However a simplest mistake may cost you a lot. Unsubscribe rate is a great source of feedback in order to find out wheter your campaign, segmentation and marketing messages hit the target or not. Industry data varies, but in general an unsubscribe rate of around 0.5% or lower is praiseworthy.

 

Action Rate Over Time

 

This insight allows you to track when your audience interacts with your e-mails. It’s a great insight to optimize your delivery time and day to be able to get optimum amount of action (conversion) via e-mail channel.

 

Site Traffic

 

Every e-mail campaign has a specially landing page for your campaigns. No matter how much your open rate is if you fail to redirect enough atention from your e-mail copy to your website it’s an unsuccessfull campaign. Why? Because, it’s where you are going to convert and close.

 

Average Time Before Purchasing

 

It means the length of time since the recipient first recieved your e-mails until the purchase. This metric helps marketers focus on the recipients that are likely to make purchases.

 

Cost per Lead

 

Leads are visitors that show interest in your business, services and products by taking some meaningful actions (convertions) such as completing forms, downloading e-mail, registering as a new user etc. How many leads per campaign do you generate? This insight helps you optimize your marketing budget.

 

Be consistent with all your social media profiles. Don’t forget that every profile is an online presence of your brand. The profile will be the first place to have an impression about you. Give a great first impression; convince and convert!

 

Optimize Your Content

 

Content is the ammunition of your marketing gun. Content is the king for SMO as far as SEO. However, there is one more layer of social media optimization besides content and that is context. Never underestimate the power of context.

 

Content strategy tips for social media:

 

Use a social media editorial calendar,

Create a content plan,

Schedule your contents,

Find the best times for posting,

Find the best frequency for every platform,

Always use visual contents,

A/B test your titles,

If you don’t have what to post, you can curate content

Include hashtags and usernames,

Target specific groups or users,

Use call to actions (CTA) such as share, retweet, follow, like,

Try video content including live streaming,

Keep short,

Have your own brand voice,

Talk as your target audience talks.

 

Fortunately social media sites provides great insights about your performance with their free analytics tools. Facebook & Instagram Insights, Twitter Analytics, Pinterest Analytics, Youtube Analytics and so on. They are excellent tools in order to learn more about your audience, performence of your contents and your profile.

After planning your content strategy, producing and delivering your contents, it’s quite important to analyze and take lessons from the performence of your profile to find out what was ok and what didn’t work well, in a particular period (week, month, quarter etc.).

It will also be benefit of you if you use some external analytics tools (free/premium) to get deeper insights about your brand and your competitors.

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