Why Are Email Marketing Metrics Important?
Understanding marketing in today's Internet business climate is extremely important. One of the most vital means of marketing is via email and the 'science' of understanding email marketing is known as email marketing metrics. In the conventional use of the word 'metrics', one measures something, whether it be millimeters, centimeters, and so forth. In email marketing metrics, this means you measure a number of different factors based upon a number of criteria. The three most important criteria used to measure success or failure of bulk email marketing are the bounce rate, click through rate and open rate. To understand email marketing metrics, you must first understand these terms. The bounce rate means that out of 1,000 marketing emails you send, a percentage of those were not delivered and then bounced back to you. The reasons for bounce back can include invalid email addresses or the emails were filtered out by the recipient's server. The click through rate boils down to how many people actually not only opened your email, but went on to interact with it by sending for more information or purchasing your product. This is measurable through email marketing metrics. The open rate is a standard formula in email marketing metrics. Simply stated, it means that if you sent out 1,000 emails and 200 of those emails were actually delivered and opened, your open rate would be 20%. The rate is calculated by dividing the total number of emails opened/delivered by the total number of emails sent out. How do you run such email marketing metrics? Ah, I am so glad you asked. Software, in a word. For the web based business, email marketing metrics can be measured by the use of specifically designed software. To help your business target specific audiences, you should look at more detailed statistics. Using the above email marketing metrics, you can examine the open and click through rates by region or country. To further help promote your web based business, your email marketing metrics should more closely examine how many sales resulted from each click, and the overall return on investment (the famous ROI). After all, if you target garlic alternatives, let's say, to the location of Gilroy, California, your campaign will fail utterly, as Gilroy is the garlic capital of the United States! Email marketing metrics help you to understand your target audience and to gear your marketing efforts toward that audience. Your emails should have a compelling subject line that will enhance the open rate, and a terrific offer that your audience will find hard to resist. |