6 things to measure when running an email campaign

6 things to measure when running an email campaign

The running of an email campaign can seem like a monumental task. After gathering email addresses to create a sending list and working on the perfect content ideas you may think your work is done, but this is not the case. As with any kind of marketing email campaigns need monitoring and the data from them analysed to give your company not only a good idea of what benefits they are getting out of providing this service but also how its audience are reacting to it. Running a campaign that readers are reacting negatively to, but not making changes based on the results of monitoring can largely damage brand identity and cause all of the time and hard work spent building up an email list to be torn down as recipients rush for the unsubscribe button. Stopping this is simple, take note of your campaigns successes and weaknesses and react appropriately making changes where possible, but what do you actually have to monitor in order to be able to do this effectively?

Successful deliveries

Successful deliveries is a fundamental statistic for email campaigns. This shows how many of the recipients on your sending list actually receive your email in their inbox. It does this by displaying the amount of emails that made it to its intended inbox while excluding those that bounced. Bounced emails are emails that did not make it to its intended recipient, there are two kinds of bounce, soft and hard. Both can be due to multiple reasons such as a wrong ip address, full inboxes or any issues with content such as size of images or videos. Bounced emails can also be separately monitored to try narrow down why your emails are not reaching their destination. Using this statistic can give you an accurate idea of how many people your email actually reached whilst also giving indicators to troublesome inboxes or even issues with your email content.

Amount of opens

An open is recorded when someone in your email list opens your email in their inbox. When compared with deliveries, opens can give you a good idea on what percentage of recipients actually view your email after it is sent rather than ignoring it. As it gives an accurate number of how many people actually opened the email that was sent to them. Using this data can tell you a lot about the popularity or kind of trust your audience has in your brand and even about the quality of your email tagline. However it will not help you decipher which is the issue, this can only be done through further testing in future emails of different taglines and approaches. A good tagline would usually encourage more opening whereas a bad or uninteresting one could put people off, however an overall bad brand image or lack of interest in your brand could also have this effect so without this kind of further testing it can be difficult to decipher just why your email may not be being opened by everyone.

Click rate

Depending on how many links to your website you put in your email, this can be easier or a little more time consuming to track. Certain email platforms let you track the amount of clicks overall from an email campaign while also tracking the amount of clicks on each individual link too. This can show how many website views are generated through each email and is a helpful statistic if the aim of the campaign is to increase traffic. As well as this, the tracking of individual links can also help you personalise your content for your audience more as the popularity of each link will show which ones were heavily clicked and which ones were a lot les viewed. Looking into this can give you an idea of what email content works well and engages your readers and what kind of things they are not really interested in, allowing you to focus more on the more appreciated content in future emails.

Browsing data

This will show you what platform or browser the email was viewed on, such as google, chrome, firefox or even internet explorer. What email server it was viewed through, such as outlook or hotmail and also where possible what kind of device it was viewed on. These statistics can be used to show you audiences most used browser, email platform and device, which can help when deciding which of each is more important to ensure your emails are compatible with. It also allows you to make an informed decision as to whether or not your email needs to be fully responsive, for example if it was most opened on mobile it would need to be responsive to be able to adapt to the significantly smaller screen size.

Conversions generated

Conversions will show you how many sales or orders have been generated directly through links in your email. It is helpful to track the amount of conversions, the average value of each sale and if any repeat orders follow to show how your email is benefiting you, and also what kind of products and profit you are receiving from the campaign. The amount of website conversions your email generates can decently show the level of ROI you are receiving from the campaign and can also aid with decisions that need to be made for further investments of both time and money into the campaign. As if your campaign is pulling in decent sales, it may be worth putting more time and effort into its content, however if a different form of marketing is working considerably better for you it may not be worth taking time out of that to invest in your email campaign.

Complaints and unsubscribes

Not everything you need to measure is positive. Keeping an eye on any reported complaints or unsubscribers is necessary in order to identify any issues in the way your campaign runs or the content it is sending out. Keep an eye on reasons for unsubscribing, many cannot be helped such as a customer no longer being interested in your brand or other reasons but things such as people receiving the email that did not sign up for it and not being happy with the content are areas for change. Take on any negative comments and accommodate the complaints, make changes were required to fit the needs of your audience in future emails and do the best to suit them to your customers as well as possible to keep them happy.

About the Author
Laura
Content Manager