The use of an email marketing platform is not only based on sending promotional campaigns, but also serves as a measuring instrument in order to achieve one or more objectives.
According to the latest report provided by Demand Metrics, the top three reasons a user decides to engage in email marketing are:
- Communicate with clients
- Communicate with potential partners
- Make your brand known
Another reason is also to increase revenue or get more customers, because only 3% of marketers have no goals. And you? Do you know what your email marketing goals are?
To establish a good strategy, it is essential to set well-defined goals.
More: Free Email List
How to analyze the results of your first email marketing campaign?
When we access the campaign reports, we will observe a first summary in the form of numbers:
With this summary, it’s easy to understand what happened with your campaign. This is why below, these analyzes are transformed into percentages, thus making it possible to work more efficiently:
Thanks to this intuitive graph, it is easy to get an idea of the results and therefore to institute suitable measures for the next campaign.
In this case, and in order to put you in a situation, the results belong to an informative campaign, consisting of text and a logo, sent to a database of contacts created in 2017 and to which new subscribers are added daily. So let’s analyze the results:
- OPENING PERCENTAGE : Very good. we notice that the campaign had a useful purpose for the recipient. By hitting the 33% open rate, the next goal is to increase it to 35%.
- PERCENTAGE OF FAILURES : Right on the limit. This rate should especially not be above 2%, and if possible, below 1%. In this article, What You Have Never Been Told About List Cleanup, we give you some tips to ensure you have a failure percentage of less than 1%.
The CLICK DETAILS give us the percentage and quantity of subscribers who clicked on our link. By clicking on the number, we can see the email address, the name of the subscriber and the date of the click.
In this case, the campaign did not contain links, only the logo had one, hence the low percentage of clicks. Note that clicks are always calculated on the basis of opened emails.
It is difficult to establish the percentage of clicks that can be considered “good”, because it depends above all on the objective of the campaign (information or product sale) and its design (use of links or call to the action). If the goal is for the subscriber to click, then this percentage should not be less than 1%. Otherwise, the presentation and / or content of your link should be reviewed.
This part also allows us to know on which link and how many times the subscriber clicked.
In addition, you have a CLICK MAP which traces your campaign in the form of an interactive map, showing you in percentages which are the points where your customers made the most clicks:
You will also have an overview of SUBSCRIBERS WHO HAVE UNSUBSCRIBED , and by clicking on this aside, you will see the reasons for unsubscribing:
Knowing these reasons is very interesting, since if one of the unsubscribe reasons has a higher number than the others, it will give you a clue as to what is wrong with your campaign.
It is quite normal for some customers to lose interest in a product or information, however, if you notice that this percentage exceeds 1% on a regular basis, it could be explained by too outdated content in your emails. or change the frequency of your shipments.
THE PERCENTAGE OF COMPLAINTS FOR ABUSE is also an important data in your reports, because this percentage indicates the number of contacts who have specified your campaigns as Spam. By clicking on the number, you will have access to this report with all the details:
Even in a list built with double Opt-In, there may be a complaint for SPAM. For example, a subscriber may no longer remember registering in your database. If you have more than one complaint, you will need to reconsider how you harvest your contacts, as this indicates that they do not want to receive your emails.
In this report, you will have the information of the subscriber who notified you as SPAM. At Benchmark, we recommend that you always include these links in your campaigns:
These links allow the user to exercise his rights, and specifically, the “Report as abuse” link is the one that will tell you which users have marked you as Spam. Removing it would be a mistake, since it would hide information or access to real data from your campaign. In this blog, How do abuse complaints affect the deliverability of your newsletters? we explain the steps to take to prevent your campaigns from being marked as Spam.
Finally, you have the REFERRAL PERCENTAGE by which you will know how many times your campaign was referred to a contact who is not in your list. This is a case where the referrals are traceable thanks to the “Resend Email” link that you will have incorporated in your email, otherwise the percentage will remain at zero.
At the end of the report, you will also find a PERFORMANCE PER HOUR graph :
This graph is very useful for knowing which days and times are the most effective for sending your email marketing campaigns. In this example, the campaign was sent on Friday June 22 at 7:30 a.m., but the graph tells us that subscribers are active on Saturday June 23 at 10:00 a.m. and Monday June 25 at 7:00 a.m., which under – hear that many of them open their inbox when they start their working day.
Isn’t that awesome? Having access to this kind of information will allow you to send your campaigns at the best time since you will have been able to take advantage of your users’ opening times, thus ensuring a high open rate.
Additionally, if your campaigns include social media, you have a tool called FACEBOOK ENGAGEMENT, giving you insight into which users have interacted on social media through your post.
And that’s not all! You have an interactive map that informs you of the geolocation of openings OPENED BY LOCATION:
If you are sending to several countries, this tool can be useful. However, take into account that this data is based on the IP addresses provided by the hosts, as we have no control over the IPs, it can be either dynamic or static. If it is static, it implies that the data is 100% real, but if it is dynamic, you will have openings where the user’s IP address is located.
Also note that these results can be exported to PDF or Excel, or share the campaign with the sub-accounts:
What results should you expect from your first email marketing campaign?
Answering this question is complicated, knowing that there are several factors that come into play on these results:
- An obsolete database
- A verified database
- A personal database
- A recent database
- Campaign design
- Subject line
- A private domain or a public domain
- The configuration of the SPF and CNAME registers
- Have a Dedicated IP
And much more! However, take as primary objectives:
- Minimum opening rate: 15%
- Maximum failure rate: 0.5%
- Maximum unsubscribe rate: 0.75%
- Maximum abuse complaints: 0.05%
If you are unable to achieve these goals, you can count on the help of one of our Email Marketing Specialists, who will guide you with good advice to achieve them.
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