Τετάρτη 14 Νοεμβρίου 2012

How to evaluate your email marketing campaign

Email is an effective marketing tool, which is a favorite among successful internet marketers. Email marketing is an integral part of their overall marketing strategy. The challenge is to evaluate the performance of your email marketing campaign.

The best way of evaluating your email marketing campaign is to compare your statistics with the industry standards. Silverpop, a digital marketing technology provider, has released the 2012 Email Marketing Metrics Benchmark Study.

This report contains worldwide statistics related to email marketing like click-through rates, open rates, bounce rates and undeliverable rates. Here are the highlights of the report with tips on how to improve the performance of your email marketing campaign.

Click-Through Rate:

The click-through rate can be calculated by dividing the number of unique clicks on the links in the email message by the number of delivered email messages. Current industry standard is 5.2 percent.

Click-through rate of more than 15 percent is considered to be excellent. Anything below 1 percent is bad. Click-through rate can be improved by sending valuable information to your subscribers. Pushy sales tactics do not work.

It is advisable to include valuable content like reviews, relevant news, education material and relevant statistics in your email messages. Successful internet marketers provide teasers to rich content and then link to the relevant page.

Open Rate:

The open rate can be obtained by dividing the number of opened messages by the number of delivered messages. This useful parameter enables you to evaluate the engagement level of your subscribers.

You will know if your subscribers are reading your messages or just deleting them without reading. The current industry average is 20.1 percent. If it is more than 40 percent it is excellent. Less than 8 percent is considered poor.

The best way to improve your open rate is to rework on your content. Ensure that the content is informative. Your subscribers should perceive value in your email messages. If they do so, your open rate will improve.

Bounce Rate:

A bounced email message is one that is not delivered to the given email address. The bounce rate can be measured by dividing the number of bounced messages by the number email messages sent.

The industry average for bounce rate is 2.1 percent. It is wonderful if the bounce rate is around 0.1 percent. Anything above 7 percent is bad. High bounce rate is an indicator of problems in your opt in subscription process.

People may be entering wrong email address while opting in. it is also possible that your email service provider is not removing bad email addresses after mailings. Bounce rate can be improved by using a double opt-in process.

Unsubscribe Rate:

The unsubscribe rate can be arrived at by dividing the unsubscription requests by the number of delivered email messages. The industry average is 0.31 percent. An unsubscribe rate of around 0.02 percent is considered excellent. If it is above 1.05 percent, you are not meeting the expectations of your subscribers.

The best way to keep the unsubscription rate low is to set clear expectations before people sign up. They need to know what to expect in your emails. It is important to send messages that are relevant, valuable and of high quality.

By analyzing your email marketing campaign based on the above-mentioned parameters and benchmarks; and by implementing the above mentioned tips you can make the most of your email marketing efforts.


by sotiris1
http://www.empowernetwork.com/

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