Understanding email marketing metrics is more important than ever before, given that the email marketing industry is growing at a rapid pace. Today, around 90% of all adults have an email account. As a result, businesses of all sizes have the opportunity to reach this massive audience!
What Are Email Marketing Metrics?
So you’ve grown your email list and sent out emails as part of your business marketing efforts. But do you know how well they are performing?
Email marketing metrics help businesses understand how effective their email marketing is. Email opens, clicks, unsubscribes, and bounces are all examples of email metrics. Businesses use these metrics in Google Analytics (GA) or other analytics software packages to better understand how well your emails performed over time.
How to Elevate Your Emails
Here are some sure-fire ways to take your email marketing up a notch… or two.
Personalize Your Message
Personalization is a must in email marketing, and it’s an easy way to stand out. You can gain trust, get your message read and opened, and create positive experiences for your customers.
Provide Value to Your Potential Customers
The best way to improve email marketing metrics is to provide value for your potential customers. If you can present something helpful, entertaining, and informative, you will skyrocket your open and click-through rates!
Produce Compelling Copy
It would help if you made your audience feel something while telling a story with your landing pages and emails. Be mindful of your target audience’s tone, word choice, and headlines. This is crucial because different audiences prefer different things. For example, young adults will likely respond better to conversational language than senior citizens.
Write a Catchy Subject Line
When it comes to successful email marketing, the subject line is the first thing that people see, and it is what draws people in, so you want it to make an impression.
You need a good subject line that:
- Is relevant to the content of your email
- Is short and concise (no longer than 15 words)
- Personalizes each message sent for maximum engagement
- Factors in when your customer sees their email (e.g., don’t send emails during peak hours if possible)
Craft a Well-Designed Email
Your email should look good no matter the width of the screen. People viewing it on mobile or desktop should be able to enjoy the same aesthetic. Use a responsive design that works across all devices and browsers. This way, the email will resize according to its available space. If you use a service like MailChimp, you won’t have to worry about this—the platform does it for you!
Use Striking Images & Colors that Complement the Text
Images and colors can highlight important information, illustrate your message and break up the text. They also create a sense of urgency and add charisma to your email.
Images should have a purpose in helping you to deliver a point. If an image does not match the topic of your email, it will distract subscribers from what is most important.
Include a Call-to-Action
You should always include a call-to-action (CTA) and conversion triggers in your email marketing campaigns. A CTA is a request for action from the reader, while conversion triggers are actions the reader takes after reading your email. These can be as simple as clicking a link or as complicated as filling out a form. It can also be a purchase if you sell things online.
Clever Email Campaigns Get More Conversions
We have all seen generic email blasts go out to a large group of people, hoping that a few customers will respond. Unfortunately, this strategy is ineffective and can result in lost money and wasted marketing efforts. So, create personalized emails that are more likely to yield positive customer responses.
The first step in personalizing your email campaign is understanding your customer base and what makes them tick. Once you know their preferences, it’s time to create an email campaign with those preferences in mind.
The second step is making sure the content speaks directly to each recipient as if they were having an actual conversation with you. For example, use text like “Hi [name],” rather than “Hey there.” Studies and tests have shown that personalized emails can increase email open rates by 23% and click rates by 57%!
Measure Email Performance to Meet Your Business Goals
Email marketing is a strategic and effective way to reach customers, build relationships, and get people to buy more. Businesses that can effectively leverage email marketing find it easier to close deals with new customers while maintaining their existing base.
Today, many companies still struggle with getting the most out of their emails. They do not know what metrics are important or how to use them to measure their success. If this sounds like you, get in touch with Seven Oaks Consulting to discuss your business objectives and how we can help elevate your email marketing!
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Sharon Wu is a freelance content writer with 8+ years of experience. After graduating with a Bachelor of Arts degree in Communications from UC San Diego, she wrote for brands such as West Elm, COVERGIRL, and TJX Companies. Now, she is an active contributing writer with Seven Oaks Consulting. She is passionate about helping businesses build consumer trust and crafting educational lifestyle content in various industries. In her free time, Share enjoys going to the beach with her pugs, staying active, and attending car meets in her convertible!