When it comes to email marketing, there is an enormous number of things that you can track, but there are fewer that you actually should track. Email marketing numbers are important because email marketing is still one of the most effective forms of marketing.Email marketing is still one of the most effective forms of marketing. #EventPreneur #knowyournumbers Click To Tweet
There are different types of emails that you send your list subscribers, and each should be tracked and measured individually.
Email automation means that you have previously set up emails to go out to everyone based on how they got on the list, the products or services they’ve used, and includes emails like abandoned cart emails. It does include lead nurturing emails, but we talk about those individually below because autoresponder emails can be any type of email you put into your autoresponder to go out to someone based on their actions.
You must use these types of emails; they are essential to your success. But to perfect them, you need to use your autoresponder software to look at the metrics to find out what is working, what is not working, and try to infer from the information you can gather what you can do to make an improvement.
Lead Nurturing Emails
This type of email is usually a series of emails set up in the autoresponder that is sent to a list member based on some behavior they demonstrated. Maybe they downloaded a freebie you told them about and that’s how that got on the list or in that segment. Now you have scheduled 7 to 10 emails that help move them through your funnel and make a decision – hopefully favorable to you.
These types of emails can encourage you to track engagement, click through rates, opens, and so forth. But you’ll want to test whether the series is getting standard results or not. The average click-through rate for these types of emails is 8 percent. If you’re not at that average, you may want to figure out what you can improve.
The average return on investment for email marketing is 38 to 1. So, for every dollar you spend on email marketing, you’re likely making 38 dollars back. At least that is the goal to work toward and track. Using milestone emails, such as sending your customer who is having a birthday a special discount code, or having a holiday promotion, or a customer appreciation sale just for that customer who has been with you for a year, is essential.
Use the software included in your autoresponder service to find out whether these types of emails perform better than other types. Are they clicking the links and taking advantage of the discount code? Are they getting that new freebie you tell them about when congratulating them on their milestone or reporting on one of your milestones? What are they acting upon?
A transactional email is sent to someone who has made a purchase or answered a call to action such as signing up for your list or downloading that freebie. These are the most important emails you have. They need to be watched, measured, tracked, and reported more than any other type of email because they’re more likely to be opened than all the other types of email. When you realize that, you can use the information to make the most of this fact.
You can use your email autoresponder system to track everything to do with every transactional email you send. You can track customer behavior to know whether your calls to action within the emails were answered. If you segment your audience so that you can easily look at how transactional emails are performing, it will be easier.
There are also some stats you can track that can help get a better response from the types of emails mentioned above. These are email timing and email engagement. What time is the best to send out each type of email? What types of emails are getting the most engagement? What email is your most opened? This information, when combined and acted on, will make a huge difference in improving your results.
Tomorrow we look at what you can learn from email stats!