Discover the essence of effective email marketing through comprehensive reporting. In our latest video, I delve into the significance of metrics in the email marketing process. Reporting not only gauges the success of your strategies but also communicates your achievements to key stakeholders. Learn why regular scrutiny of email metrics is vital, allowing you to identify performance outliers and understand your baseline. Uncover the key to focused metric analysis by aligning your goals with specific email campaigns, ensuring a streamlined and insightful reporting process.
The Importance of Reporting in Email Marketing
Reporting is such an important step in the email marketing process. Without reporting, you have no way of knowing which of your methods and strategies are effective, and you have no way to communicate your value, success and wins with your key stakeholder.
Regularly Reviewing Email Metrics
It’s vitally important for you to look at your email metrics regularly. This allows you to develop an understanding of your own baseline performance. That way you’re not relying on industry benchmark reports. When you know how your emails typically perform, it makes it so much easier and quicker to spot outliers, and these can be both good or bad things.
Analyzing Email Performance
If an email receives a much higher open rate than what you’re used to seeing, you’re going to want to know what that subject line was and do some digging to see what made that so effective. On the other hand, if you received a much lower click rate than what you’re used to seeing, you’re going to want to know what happened. Maybe you forgot to include a link in one of your emails.
Focused Metric Analysis
The key to not getting data overload and being very focused about what metrics you’re focusing on is knowing what your goals are from the beginning. Establishing your goals for an email is a crucial part in the email planning process. If the goal of an email was to increase awareness or let a subscriber know an important update, then you might only care about the view rate. On the other hand, if this was a sales-focused email that sends subscribers to another sales page or landing page, you’re going to care a lot about that click rate.
And if you notice any patterns in which of your emails receive higher unsubscribe or suppression rates than others, that might help you know what content your audience likes getting the most.
Exploring Less Conventional Metrics
Let’s also talk about some less conventional metrics to consider:
Click-to-View Rate
Click to view rate is one of my favorite metrics to track as an email marketing manager. Rather than just measuring what percentage of your recipients clicked on that email, it goes into which percentage of people who viewed that email clicked on that email.
Domain and Device Reports
Other important reports and metrics to look at are your domain report and your device report. And luckily, the emfluence Marketing platform makes it so easy to view both of these things.
Your domain report helps you gain a better understanding of who you are sending to and which inbox providers they use. Device reports are so important to consider when you are designing email templates or optimizing your emails for better performance.
Explore More Tips and Tricks
For more tips and tricks, be sure to check out more of our marketing content.
