January 18, 2008
Email marketing-Track Your Performance
Tracking and analyzing the actions of your customers and prospects is critical to your success. After you have run several campaigns, there would be enough data available with you to that can enable you to create new and more effective approaches and offers.
Many softwares are available that would track, record and analyze the data related too your email campaign. Once you have the capability to track, you are curoius to know how well your mails are performing.
Here are some tips on how to gather and measure your information.
Before you analyze you must have record available for following metrics
- The total number of messages
- Message opens
- Click-throughs
- Bounces
- Opt-out requests.
The Total Number of Messages
Total number of items sent must be counted by counting one message per address.
Message Opens
This would measure the number of people who view the message using their email program. It is preferable to count “unique” which counts one message view per recipient.
Clickthroughs
Clickthroughs are clicks that your mail offer has received.
Bounces
This term implies undeliverable messages which could be either due to incorrect email addresses or some other problem. This would measure the number of recipients who did not receive
your message
Opt-outs
Opt outs are recipients who have unsubscribed from your email list.
After you have this data, next thing is to measure. You can have a great lot of information on following.
Accuracy of The List
This can be measured by calculating number of bounces out of total messages sent. If you have 30 bounces per 100 messages sent, accuracy of your list would be 70%.
How active is The List
This can be calculated by finding number of opens out out of total sent. if you send 400 mails which result in 244 opens out, this would reflect that 61% of your subscribers are active subscribers
Response Generated
A positive response is calculated by number of clickthroughs in a mail.
A negative response is calculated by number of opt outs that were resulted by a mail.
For a successful campaign, there should be more opens than bounces, or else the list is and there should be more click-throughs than opt-outs. While former reflects a bad quality list, the latter implies poorly targeted list.
It is also important to look at the number of optins that you receive as a result of your marketing activities. If you have this data, you can correlate list growth with marketing activities that you may be conducting.
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