Email marketing: Measure to control!

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Email marketing today is a fast and effective communication tool that offers extraordinary potential for companies.

To achieve the high returns on investment that email allows us to achieve as a tool, planned actions must be created through specific strategies. But after carrying out email marketing campaigns, the last and fundamental step is to measure the results obtained in accordance with the desired objectives and, based on the expected effect, determine new action plans.

Why measure results?

It is very important to learn from the mistakes of past campaigns so as not to repeat them and take measures against them. The only way to record whether or not our mailing worked is by measuring and analyzing the results.

Through metrics we can observe the behavior of our active phone number list subscribers: how many emails have been sent, read, unread, unsubscribed, as well as how many clicked, which sections of the newsletter were most attractive, or which products or articles were most interesting, how many generated conversion, which designs work best, among others.

Keeping track of email marketing is a fundamental step in any strategy. Every time you send an email, you must observe and control its statistics. This way, you will be able to know how many people open and read your campaigns in a certain period of time, in order to improve the effectiveness of the message, the frequency of sending, the subjects, the designs, the links, etc.

Sent emails are those to which the campaign was attempted to be sent, that is, all recipients of the groups we selected at the time of sending.

On the other hand, “Undelivered” emails are those emails that were not delivered correctly to their destination, also called “Bounced”. There are two types of bounced emails:

Permanent Bounces : Incorrect domains or permanent network errors. Invalid addresses due to non-existent mailboxes, misspelled addresses. These emails should be deactivated in our database.
Temporary Bounces: These are temporary problems on the destination server, the box is full. The platform usually tries several times before marking the contact as bounced.
Read Rate This metric includes the number of emails that have been read: people who have selected the email in their inbox and opened it. The read rate is the number of emails that were opened out of the number of emails delivered multiplied by one hundred.

The quality of the Database and the Subject are the main factors that come into play when measuring and analyzing this metric. The reading rate will depend on the quality of the database, the sector, and the particular campaign, but as a reference we can consider whether a campaign was successful or not based on the following percentages: More than 30% reading, we can consider that the impact of our campaign was Excellent Between 20% and 30% , the impact of our campaign was Very Good Between 10% and 20% , Good impact Less than 10% , from Average to Bad It is essential to pay attention to the results obtained from this metric and act in time to obtain increasingly better results. There are many strategies that can be implemented, one of them is to send a second mailing to contacts who did not read the newsletter, with a different subject , more striking or with another connotation, and at another time or day.

The audience, the design format, the number of links in the message, call to action buttons, highlighted phrases, are some of the factors that can influence the result of these metrics and that must be analyzed in detail to maximize the conversion and impact of our campaign.

Virality Rate or VTR

Complementing our email marketing campaigns with social media is a viral marketing strategy that allows us to achieve excellent results. The VTR (Viral-Through Rate) metric This metric allows us to measure the degree of virality of our campaign:

Here are some tips we can give you to improve the performance of your Email Marketing campaigns.

The subject: This is one of the keys to the success of your campaigns. State in simple and short words what will be found in the email. Never give false expectations. Do not put subjects in capital letters or longer than 50 characters.
The Database: Keep your database clean and segmented. This is your company's capital, since these are clients that you know yourself and it has taken you time to collect them. Segment according to your clients' interests and create strategies to know their preferences.
Plan your strategy: plan an email marketing strategy based on objectives and what is expected from the campaign. These can be quantitative or qualitative.
Content and Design: People have already opened your Newsletter and expect to find what you told them in the subject line, so the connection you make between it and the content is essential. Send relevant content, eye-catching design and prominent buttons, call-to-actions to guide the public where you want them to go.
Carry out viral email marketing: integrating email with social networks is a must for any communication strategy.
Desired results / objectives: measuring the final result against the expected objectives of email marketing campaigns again allows us to analyze their success or failure, and based on what has been achieved, create new action plans.