E-mail marketing is far from dead, no matter what the social media giants would like you to believe. How can you track your e-mail analytics and make sure you aren’t just shouting into cyberspace?
E-mail marketing is still the most efficient way to get in front of your potential clients. Due to complicated algorithms, your social media content probably isn’t being seen by the majority of your followers. But e-mails are sent right to their in-box, guaranteed to capture their attention for at least a millisecond. Most e-mail marketing platforms have analytics, and decoding them doesn’t have to be complicated.
First, look at your open rates. Looking at how many clients actually opened your e-mails can give you some important information. This analytic will help you analyze your headlines—how engaging was your headline? How many clients clicked on it vs. ignored it? If an e-mail has a particularly high open rate, there’s probably something in the headline that encouraged people on your list to give it a click. Aim for an open rate of 50%—believe it or not, that’s an incredibly high rate in the e-mail marketing rate.
Check out your click-through rate as well. This statistic helps you understand how many people who opened the e-mail clicked through to a link you provided. Every single e-mail should include a link to your website, as well as an additional external link to a study, blog post, or other useful site. This will help you see how invested your e-mail readers are. Are they actually interested in the content you’re providing? If so, they’ll be clicking on your links to get more information.
Another great analytic to investigate is your forward and shared rate. How often are your e-mails being shared? This will again point to how engaged your readers are. If you’re sharing truly valuable content, readers will be compelled to share it with others in their industry. This statistic also helps you attract new leads. By sharing your content, people on your e-mail list are actively inviting you into their networks. So while this analytic may seem forgettable, it’s actually incredibly important for attracting new audience members.
Lastly, track your overall list growth. Are there seasons in the year where your list seems to grow more rapidly? Do giveaways or freebies attract new subscribers more often? Then, focus on implementing these strategies to keep your list growing. It’s the most valuable marketing tool you possess, so focusing on it is a must. You should have multiple, clear places on your website where new visitors can join your e-mail list, and your social media posts should occasionally offer this as a call to action as well.