Nobody likes a crowded inbox, but email marketing still proves to be effective – when done correctly. Potential customers may be bombarded with email ads, but they are still sorting through them and taking companies up on their best offers. So, how do you make sure that yours is the email that they open? Furthermore, how can you make sure that, once they open it, they click the link and make the purchase?
The answer is all in the numbers. Though you may collect a substantial amount of data on your email campaigns, there are 5 figures that are the most important to focus on: time of day, open rate, click rate, click-to-open rate and conversion rate.
The time of day at which an email is sent may seem simple and meaningless, but it can make a world of difference. Do your homework on your customers and find out which time zones they live in. Sometimes sending your emails at a more convenient time can make them stand out to potential customers.
To see the interest and acceptance of your product, offer, brand, etc., just look to the open rate. Are potential customers opening your email after seeing the subject line, ìfromî line and pre-header? If not, try tweaking these three elements to see if your open rates increase.
The click rate may very well be the most important statistic in email marketing as the click action can be seen as validation that you are running a successful email campaign. Though many elements play a role in generating the click, one of the most important elements is your emailís call-to-action or CTA. The CTA is what convinces a potential customer to click and to explore further what you have to offer. CTAs can be very effective with they employ the use of the “IOU” principle: your email must generate Interest, deliver a strong Offer, and provide a sense of Urgency.
Related to the open rate and the click rate is the click-to-open ratio. A low click-to-open ratio means that people are opening the emails but aren’t clicking anything on it. A low click-to-open ratio can sometimes be a result of the actual offer in the email being different from what the reader expected. Therefore, it is important to not be deceptive when developing your email content or subject lines.
Finally, the most exciting number, the conversion rate will indicate whether or not your CTA is effective. The conversion rate refers to the number of sales made to a consumer based on their exposure to the email campaign. If customers don’t have a clear understanding of what they are clicking, they are unlikely to make the buy. However, when the click leads to a customized landing page and the call-to-action is clear, you may see a boost in the conversion rate.
If you are putting in the time and effort to create an email marketing campaign, you would definitely not want to see all of your work simply deleted. Keep these numbers in mind to help you fine-tune your approach and ultimately, run a successful campaign.