It is always been very important to measure the results that companies obtain with their marketing campaigns. Today, under the difficult economic situation we are living, due to more restricted marketing budgets, it is more important than ever to know the return on investment (ROI) of every action.
In the internet world in general, and the email marketing specifically, is much easier to measure precisely what results you are getting out of your email marketing efforts. I’m going to explain which are the main data you should be watching after you send the next campaign or newsletter:
Open rate
This ratio will tell you the effectiveness of your subject lines and also the trust and strength of your brand. Using an A/B test, sending the same message with one subject line to half of your list and a different subject to the other half of the list, and then analyzing the open rate, will tell you which kind of subjects work better with your audience.
Unsubscribe rate
This ratio will tell you how relevant your messages are, and also the quality and value of your content. If you are not meeting the expectations of your subscribers this ratio will increase.
Bounce rate
This ratio informs you about your list hygiene. Using a double opt-in system to grow your list will decrease dramatically this ratio
CTR (Click Through Rate)
This ratio will help you to segment your subscribers by their interests and also help you to improve the design of your campaigns.
Conversion Rate
This ratio will tell you the actual profitability and ROI of the campaign and also can help you know if you have the right “call to action” elements in the design of your campaign.
Forward ratio
This ratio will tell you the subscriber interest and viral nature of your message/offer.
