How are your latest email marketing campaigns performing? Are you regularly sending out email messages to your leads, customers, and followers to tell them about discounts, new events, and sales? If you are, you might be “doing” email marketing correctly… but that doesn’t mean you are getting the best results possible.
Email marketing is still one of the most important single things you can do to increase your clicks, conversions, and sales. You should have a specific strategy in how to reach your goals by carefully considering the factors that most influence this process. In this post, we will go through several of the most important metrics. But this list is by no means, exhaustive. Do some research for yourself as well and make sure and take stock of how you are doing through various tools to keep track of your progress.
Factors that Affect Your Email Marketing
There are some factors that you should focus on when you are planning your email marketing campaigns. All of these factors are important in their way, and they all contribute to the success of your email marketing campaigns.
1 – Subscriber count
One factor in your email campaigns that you should consider is your subscriber count. The number of people you have in your subscriber list may impact your email marketing campaign and influence how you perform with your email campaigns.
You also will want to keep careful track of your email subscriber count. This is important because you don’t want to forget anyone on your list who may be looking just for what you have to offer.
Creating a solid email subscriber base and being organized in the way you do it is essential in your email campaigns and promotional efforts.
2 – Delivery rate
The delivery rate in your email campaign is also important. There is something to be said for scheduling email output on a regular basis. You could do this in some ways. You could send out emails at a predictable time, perhaps every Monday morning, when people are just beginning their work weeks, or announce about a coming sale or promotion ahead of time. You may also want to offer a few surprises that advertise a special product or service or hold a webinar to increase your sales.
This is a technique that Steve Jobs, founder of Apple, did with everything he created. He would always run several weeks and months of “hyping it up” before unveiling the product itself. We could learn a lot from this approach and not give people everything too soon, especially if it is something that you want to promote for a long-term sales campaign.
At the most basic level, you should keep up with your email schedule and make sure your subscribers and customers get the important stuff in a timely and somewhat predictable manner.
3 – Open Rate
The primary goal of your email marketing campaigns should be to increase your open rate. If people are deleting your emails as they come in without opening the message, it will not increase your revenue. You can increase your open rate in a number of ways. Some of this has to do with your title. You should make sure that your title accurately reflects your promotion and your brand. If you have a good title, people will open it. It’s that simple. So work on brainstorming title choices and conduct experiments to see how it is performing.
4 – Bounce Rate
The bounce rate of your emails is important to keep up with. Bounce rate is the rate of which people bounce off your page or websites. You should keep up with this through Google Analytics and other tools. The goal is to decrease your bounce rate and increase your ability to capture the interest of your target audience.
Don’t forget to include a link to your sales or landing page that you wish to promote within your emails and include a call to action.
5 – Click to Conversion Rate
Another metric you will want to keep up with is your click-to-conversion rate. It’s not enough to get people to click on your links. You need to motivate them to purchase whatever it is that you are offering so that you will improve your revenue flow.
6 – eCPM Rate
Another important metric you may not have heard of is your eCPM rate. This is the earnings that you can track per 1000 emails. One thousand is a bit of a magic number. When you get to 1000 of anything, you are able to build a true statistical picture of your success with your email marketing campaigns and sales strategies.
7 – Lifetime Value per Email
Have you ever considered the value of one customer? This is what marketing is really all about, being able to predict and influence the lifetime value or potential value that one customer brings to your business.
This is why we work so hard to create email marketing campaigns and great websites in the first place is to increase the chances of acquiring solid customers that will do business with us and continue to do so over the long haul.
When you find those customers, you also have to keep them. This is what good business owners do. They understand that you have to do more than just get a one-time customer. You need to get customers who appreciate your brand to the point of returning time and time again and bringing others with them!
In marketing, customer lifetime value (CLV or often CLTV), lifetime customer value (LCV), or life-time value (LTV) is a prediction of the net profit attributed to the entire future relationship with a customer. (Wikipedia.com)
Bringing it All Together
We have discussed several different aspects of email marketing and metrics that you need to keep in mind when planning your email marketing strategies and campaigns. A truly successful email marketing campaign combines all of these elements in a strategic way so that you are aware of the subscriber count, delivery rate, open and bounce rate, and all of the other metrics that are important to monitor your progress.
If you do not keep up with the metrics, it will be impossible to tell how you are doing with your email marketing campaigns. So make sure you have a plan in place that includes all of these elements.
The bottom line is to have a plan. Just like your business plan, you should always keep in mind how to crunch your numbers. This involves more than just keeping up with your open rate and bounce rate, but it includes creating effective strategies to improve upon these metrics so that you will reap the best results over the long-term.
Being a business owner is never easy. But having the tools and the knowledge at your fingertips on how to control these metrics is the first step in taking control of your business and your plans in order to reach your goals.
With carefully planning and organization, you will be able to achieve amazing things for your business and keep your eye on the goal. When you are a business owner, learning never ends and we try to bring you the kind of information that will help you reach your goals for your business. Let us know what you think!
How to Double Your Mailing List Today
If you would like to learn how to double your incoming mailing list subscriber count on a daily basis, shoot us an email. We’d love to show you how we are delivering high-quality opt-in email subscribers for hundreds of websites, brands and businesses around the world.
For a preview on this process, check out the short video below.