In the interest of full disclosure I need to put my hands up here and say I don’t monitor, or have any interest in, the analytics of my own social media or website. I know I should (and one day I’ll pay someone to do this for me!) but right now it’s just not happening. So, I get that many of you may groan at the thought of reading a blog on yet more analytics!
But I do enjoy email marketing analytics, my own and my clients. So I thought I would break it down to the basics of what you really need to be looking at if you want to improve your email marketing strategy.
***Before reviewing your analytics, make sure you set your account up correctly. Some platforms (such as MailChimp) will ask for information on your industry and business size. This is an important step as it will allow you to access to comparative data on your open and click list averages.
Which statistics should you be paying attention to?
The following stats will let you know how well your emails are performing generally, indicating how engaged your audience are;
- Open rate – the percentage of successfully delivered emails that were opened.
- Click rate – the percentage of successfully delivered emails in which a link was clicked.
- List average for opens and clicks – the average percentage of opens or clicks on previous campaigns you have sent to this audience.
- Industry average for opens and clicks – the average percentage of opens or clicks for campaigns in the selected industry set for your account.
Hopefully you won’t be getting many of these next three, if you are then it’s time to review your email marketing approach;
- Bounced – the number of recipients that registered as a hard or soft bounce.
- Unsubscribed – the number of contacts who opted out of your emails using the unsubscribe link.
- Abuse reports – the number of recipients that reported your email as spam.
These stats are particularly interesting in identifying what your audience likes and for personalising future content;
- Top links clicked – the URLs that were clicked the most in the campaign.
- Social performance – how well your campaign is doing across different social media outlets.
- Top locations – displays where in the world your subscribers are opening your campaigns.
If you’d be interested in a more detailed blog on this, or even a one to one chat and review of your accounts analytics, then please let me know. Otherwise I’ll let you get your head around these for now