We know that to achieve success in the online environment, it is necessary to measure results frequently. After all, it is through measurement that we can improve strategies to replicate what worked and eliminate what was not effective. For that reason, in order to plan and create sensational content, you need to keep track of the most important statistics. In this article, we will explain the key metrics to ensure compelling results from your follow up email marketing campaign.
Follow Up Email Marketing Campaign Metrics to Success
1. The growth of the list
The more leads the business generates, the more chances it has to reach out and engage with people. If your company does not have a significant growth in the base of contacts, you need to think about better strategies to increase the generation of leads.
Landing pages should be objective and clear about what the potential customer will receive by providing your company’s contact information. Newsletter subscription calls should also be within the site.
The increase of this list must happen spontaneously, sometimes through baits to obtain emails. Never buy a ready mailing list, because the quality of these contacts is very low and, consequently, the results are terrible.
The rate of opening emails is an excellent flag on the subject used in the messages. This percentage refers to the number of people who opened the email divided by the number of people who received it. That is, a high opening percentage (above 20%) means that the subject has been able to quickly capture the public’s interest.
Although it is useful to assess the opening rate, it is very risky to rely solely on it. After all, this metric does not verify that someone who opened your message has a real interest in that email. Therefore, the percentage of clicks should also be analyzed together.
Click-through rate compares the number of emails clicked against the number of messages delivered. Undoubtedly, this is one of the most valuable data that an email marketing tool offers. A high percentage of clicks means that the content you submit is of quality and attracts the public’s interest.
Let’s imagine that a message has low clicks, but the opening rate is good. In this way, we can conclude that the problem is not the subject of the email; the content needs to be rethought, because if people are opening the messages but not clicking, the content marketing strategy is not working.
It is critical that the click-through rate is not analyzed in isolation. Ideally, compare to the opening percentage to get real insight into campaign performance.
A conversion can be any action the company wants your audience to take from a message – download an eBook, subscribe to a newsletter, or request a quote, for example. If the conversion rate is low, it’s time to rethink the landing page. If the consumer is directed to a site with a slow speed or a confusing landing page, the results will be catastrophic.
So invest in the improvement of user experience as a whole. It is no use sending a relevant message and making it difficult for your potential client to contact the company.
5. Discard and spam
The discard rate indicates how many people opted out of your list (that is, they decided to stop receiving your messages). This reveals problems with the quality of content and, often, with the periodicity of the submission. A high index is a warning sign for your company and a signal for a change of strategy.
Another fact that greatly impacts the reputation of the company is the marking of messages sent by your company, such as spam. This metric of your follow up email marketing campaign points to issues with the relevance of email that is often related to lack of targeting.
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