You can only achieve solid improvement on campaign elements that you actually take the time to measure. If you're not evaluating past campaign performance, you're missing out on the key insights email marketing reports can provide.
Email marketers should regularly evaluate these core metrics:
- Delivery rate
- Open rate
- Clickthrough rate
- Unsubscribe rate
- Conversion rate
In this article, Bill Nussey takes a look at each of these metrics and examines some ways you can improve your results.
It's important to look at these metrics for each campaign separately but don't forget to also look at them on a monthly, quarterly and yearly basis to determine the trends.
This is how I do it:
When a campaign is launched, I monitor all the above-mentioned metrics up to 7 days after the launch of the campaign. Then, before I start creating a new email campaign, I have a look at the report of the previous campaign (that had the same goal as the new one) to check the overall performance of the campaign and to find out which were the links that had the highest click-through rate. On a monthly and quarterly basis I spend some time updating my "campaign dashboard" (basically it's an excel sheet that contains all the key metrics per campaign, campaign type and per month) and I try to figure out what the overall trends are and where I need to make adjustments.
I'm sure you already guessed what the next step is: yes, that's correct: it's testing time! :) Find out what and how to test in my previous posts about testing.