DIGITAL MARKETING
RESEARCH. OPTIMIZE. GROW.
Great Email Marketing
Requires Great Analytics
What Makes a Successful Email Campaign?
Tips For A Successful Email Campaign
4. Measure Results
No marketing campaign should be executed without measuring success, including email marketing. The holy-grail metrics to measure are opens-to-send ratio (OR) and click-to-open rates (CTOR). ORs are usually high if you have a good opt-in list of customers. Depending on the industry and campaign, ORs can range from 5-50%. CTORs show you how many of your customers are interested in your content. If your CTORs are higher than your ORs, your email campaigns should be considered successful.
5. Understand Your List
After sending your emails, take the time to actually understand your list. Adding notes and new fields in your email marketing tool and keeping track of your e-commerce software will actually make a big difference. Don't spam everyone on your list, assuming they will be interested in every product offer you have. For example you would only send out an email for a new line of hats to people who have purchased hats in the past, looked at hats, or expressed some form of interest in hats.
1. Define Your Objectives
Before you get hung up on open rates, think about your target audience. Who are they? What content will provide them with the most value? Define your list first and put the needs and concerns of your target audience first to create meaningful email content and campaigns. Next, use a clear subject line. If you can be direct and create a time-sensitive call-to-action (CTA), even better. Letting your reader know exactly what you're offering piques curiosity and drives the customer to your site.
2. A/B Test
Before sending out a massive email campaign, test it. Take two email tests and test it to groups of 30-50 people. Look at the metrics to see which one performs better, and you will know which subject line and call to action are your clear, definitive winners. Email length is also important to test. Depending on the device, open rates could vary. In 2018, 61% of emails were opened on a mobile device. The golden rule of testing is only to test two variants at a time (i.e. two different subject lines).
3. Send the Email
Email marketing has been the backbone of business communication since the beginning of the internet and continues to be important. Success with email marketing depends largely on your email marketing software. If you aren’t careful, you will end up paying a lot more money for fewer features and terrible email deliverability rates (which causes you to lose even more money). Testing the day or time you send your email is also great to figure out what works best for your list.