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3 Email Marketing Metrics That Can Help You With Marketing Strategy

July 25, 2015 by · Leave a Comment 

Conducting extensive market research might suit large companies with big budget. But this won’t work for small businesses.

Yet there’s a simpler way to find data that you can use: the reporting dashboard in your email marketing system can reveal more.

Here are 3 metrics that can help you decide what to do with the ‘intelligence’ that you obtain:

1: Opens

This metric tells you whether or not your email was read fully and not just previewed. However, what this doesn’t tell you is what he’s going to do next. Apart from this, this ‘open’ metric gauges whether or not the message you sent was of good quality or not. It also serves as the foundation for A/B testing which sends two different messages to see which one got the best response.

 web marketing tutorial12: Bounces

A bounce means that the email could not be delivered. How this is useful is that it tells which email addresses on your list is valid or not so that you can remove them immediately. If there are too many bounces when you send emails, then it’s time to add a few new contacts to your list while eliminating others. Just remember that sometimes ISPs can penalize you for sending too many emails to nonexistent addresses.

3: Click-throughs

Among all these metrics, the click-throughs are the ones that you have to watch. This is because it holds evidence that the person who received this email actually read it and clicked on a particular call-to-action and to do whatever was requested. What click-through stats tell you is that the reader of the email is paying attention and now wants to know more.

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