So, you’ve decided it’s time to start to send emails to the list of contacts you’ve collected over time. In the early stages it’s important to determine what you want to get out of your efforts. To nearly every e-commerce owner the most desired outcome is conversions in the form of transactions. However, at some point it becomes clear that more information needs to be tracked in order to successfully optimize your campaign, and in turn, have better metrics. In this article I will share some important metrics that should be reported on when running an email campaign.
Getting starting, it is important to find out where your client will be receiving your emails.
Depending on which email provider they have (Gmail, Yahoo, Hotmail, etc.), it is likely that the images will render differently, or sometimes not at all. In a case where the images don’t show it is necessary to include alternative text (alt text) because the client will be quick to leave if there is no indicator of what is supposed to be showing. Including something as simple as, “enable images to show content,” will help to resolve this issue in an instant.
Once your emails have been sent out it is important to analyze what is working and what is not.
The bounce rate is the number of emails that don’t make it to the targeted recipient’s inbox. This can happen because the email address no longer exists or it never existed. This can also happen if for some reason the inbox is full or an auto-reply message is on. In the first case it is important to remove the bounced email addresses in order to maintain email list health in your ESP and to avoid being classified as spam.
The open rate is a good indicator to see if you’re sending emails to people who are interested in the content. Open rates can vary because of several different factors. Some of which include: customer loyalty, frequency of emails, and subject lines (promos included). Conversion rate is most likely the metric that is looked at most often but it is important to look at it over time. If you start to see the conversions from the same email you’ve been sending out decrease, then it is time to start optimizing the content to see what your customer base reacts best to. Split testing, or A/B testing, can be used on everything from subject lines to hero images to different promos (20% off versus free shipping).
Ultimately, an email campaign requires monitoring and analyzing but by starting with the aforementioned email metrics you will be on the right road to success.
About: Hawke Media is full service outsourced CMO and digital advertising agency with clients in Santa Monica, Los Angeles, San Jose, San Francisco, Chicago and New York.