When you invest time and money in email campaigns, you want to have performance monitoring. Even though your current email marketing tool will generate performance reports, the metrics analyzed are far too sketchy. What impact does your campaign have on revenue? How many leads have been generated?
It is these business performances that are really interesting to follow. In this article, we will show that analyzing the performance of your email campaign up to the click is no longer enough, it is the overall business performance that counts.
At the end of the article, we will provide a free resource to build your own monitoring and analysis system for the performance of the emailing campaign.
Analysis of the performance of your emailing campaign up to the click
Emailing solutions allow you to analyze the results of your campaigns using a few well-known flagship indicators.
The first indicator is the deliverability rate. It’s important to note that this is not a behavioral metric. It’s simply an indicator, expressed as a percentage, that will tell you the rate of email that arrived at the correct destination (ie in the inbox of your recipients). There is no magic formula to improving your deliverability rate. It all depends on the type of email server your recipients have. For example, on Outlook, the deliverability rate will be lower than on Gmail.
The opening rate
Have emails that arrived directly in your recipients’ inboxes been opened? To answer this question, you need to calculate your email open rate.
To improve this rate, many techniques exist:
- Personalize the subject of your emails,
- Create mystery and emotion around your objects,
- Test, test, and re-test different versions of your objects.
- Optimize your sending hours.
In the body of your email, it’s highly likely (and recommended) that you’ve included at least one clickable link. The responsiveness rate then corresponds to the percentage of clickers compared to the number of openers. Clickers are those who click on a link in the body of your email.
To improve your responsiveness rate, start by increasing your open rate and click-through rate. The responsiveness rate will come naturally thereafter.
Click-through rate and responsiveness rate, don’t make the mistake any more. Although very close, it is the method of calculation that makes a real difference between the two. The click-through rate is obtained by dividing the number of clicks by the number of emails delivered (and not opened).
To increase this rate, you need to make your readers want to click on your links. Encourage them to “find out more”, use symbols, emojis, make your links extremely visible, create emotions, and so on. there are dozens of effective techniques that will turn your links into click machines.
Here is the least pleasant metric for your business to calculate.
The unsubscribe rate is simply the number of contacts who decide to unsubscribe after receiving an email from you. To reduce your churn rate, you can:
- Better segment your email list,
- Offer a personalized email sending frequency,
- Offer exclusive content,
- Suggest a different communication channel,
Analysis of the business performance of your emailing campaigns
Analyzing your customer’s behavior IN email will not be enough to analyze the overall performance of your email campaign. You also need to analyze what happens after the click, i.e. customer behavior on your site. To analyze the “business” performance of your email, you must therefore analyze what happens after the click in the email. The click will generate traffic on your site and potentially conversions (sales, registrations for an event or a newsletter etc.).
The question remains the same: what happens after the click? Usually, email marketing solutions do not provide this information. However, there is a technique to fix it. Just connect your emailing software to your Google Analytics account using UTM settings. These parameters are used to track visits to your site as well as conversions from links in the emailing.
But, what are UTM parameters? They are simply variables that you add to a URL. If someone clicks on a URL with a UTM parameter, the information will automatically be sent to your Google Analytics account. To easily create your UTM parameters, just use the Google Analytics URL builder tools.