What Are These Metrics Used For?

Published: 2016-05-20

In the process of executing email marketing, feedback analysis of marketing effectiveness is undoubtedly extremely important. What information do the various metrics in the report provide?

1. Email Unsubscribe Rate
If you find that the number of unsubscribes from subscription emails has increased significantly, it means there is a big problem with your email marketing. You need to analyze new and old users separately. If you find that the number of unsubscribes from new users has increased, it may be that the recipients feel that the email content does not meet their expectations. If a large number of old users unsubscribe, you need to summarize the recently sent email content and evaluate whether the recent promotions are not attractive enough, the products are not fashionable enough, etc. Sending emails too frequently will also lead to an increase in the unsubscribe rate. Generally speaking, a frequency of once a week is more appropriate. Letting users choose their favorite topics and product promotion types is also an important means to maintain users' continued acceptance of emails.

2. Email Conversion Rate
Undoubtedly, the ultimate goal of email marketing is to let visitors complete the actions you want, such as registering an account, subscribing to a newsletter, purchasing products, etc. Therefore, conversion rate is the important measure to determine the success of email marketing. It is very important to let consumers understand what you want them to do. This can be achieved through clear email copy and prominent link buttons. Of course, a concise process is also essential. The user registration and login page is the last chance to catch users. Design and content from the user's perspective will undoubtedly greatly improve the conversion rate. In a word, if you can persistently observe these data and make corresponding adjustments according to different data, you will produce satisfactory marketing results.

3. Email Delivery Rate
Due to the increasing rampant spam, the spam filtering algorithms of various ISPs and email clients are becoming more and more strict, and normal emails are often put into the junk folder. According to statistics, about 20% of ordinary emails are misjudged. To improve email delivery rate, you can start from the following two aspects: First, let recipients actively add the sender address to the address book; Second, carefully study the spam filtering mechanism and avoid violating it during the entire email sending process.

4. Email Click-Through Rate
Email click-through rate refers to the proportion of website visits through email links. For email marketing, getting users to click on links in emails can be considered the first step to success. There are many factors that affect the click-through rate: email design, email content, email layout, etc. The most important thing is that the information in this email meets the recipient's appetite, which is what we often call personalized content. You can send different promotional emails according to the recipient's region, age, and gender. If there is a large amount of data as support, you can even send more targeted emails according to the user's past purchase behavior (consumption records, email click records, website visit records). The position and style of links are also very important. Hyperlinks must be represented by underlines and eye-catching buttons. The reason to persuade users to visit also needs to be inciting. If you can make the recipient feel irresistible, you can achieve the best effect. Common reasons include: promotion time, promotion strength, promotion users, etc.

5. Email Open Rate
Surveys show that the most important factor determining whether users open emails is their understanding and trust in the sender. Therefore, establishing a good relationship with recipients is very important. Using the company name or brand name in the email title helps to gain the recipient's trust. In addition, the appropriate sending frequency is also a key factor affecting the open rate.