According to recent research, the number of email accounts around the world is expected to increase to over 4.3 billion before the end of the year.
There’s never been a better time to either start email marketing, or if you already are, then to review your strategy and ‘up your game’.
There’s lots of obvious benefits to including email marketing in your overall marketing mix. It’s low cost, easy to set up and manage campaigns. It’s also a fantastic way to generate regular sharable content, tailored exactly for your intended target audience.
However, the most powerful benefit of email marketing is the data and statistics that are generated by your email marketing provider.
I always recommend ‘testing and measuring’ marketing campaigns. With email marketing, it’s almost impossible to not obsessively ‘test and measure’ the progress of your campaigns.
Here are the definitions of the metrics that you should be focusing on –
The number of subscribers the campaign was sent to.
The number of emails that actually arrived in your subscribers inboxes.
The percentage of successfully delivered campaigns that were opened.
The percentage of successfully delivered campaigns that were clicked on.
The number of recipients that registered as a hard or soft bounce.
The number of subscribers that opted out of your list using the unsubscribe link.
The number of times the campaign was forwarded to the recipients contacts.
Top links clicked
The URLs that were clicked the most in your campaign.
Understanding the data and statistics that your email marketing provider reports on can help you to make adjustments to improve future campaigns.
Having the ability to easily ‘test and measure’ your email marketing campaigns gives you the knowledge to make powerful decisions!
Find out more about email marketing in my mini guide – Discover How To Run Successful Email Marketing Campaigns.