Your Email Marketing Campaign Metrics Are Fooling You

Published by: Meredith Thornton    |   Category: Blog, Email Deliverability, Email Marketing    

One of the most appealing factors of email marketing is the ability to track your results. You can, in real-time, know exactly how many people your email was sent to, the number of those that opened and viewed your promotional offer, how many unique clicks on each link within your email creative, the number of email recipients unsubscribed from your offer, and a number of other statistics.

As you are tracking your most recent email marketing campaign, sometimes it can be difficult to determine what metrics to focus on and what metrics aren’t worth your time. So many marketing managers get so caught up in and even obsess over certain metrics that aren’t true indicators of performance.

Take the open rate, for instance. Is this a reliable indicator of success? If you achieve a 50% open rate, should you start jumping up and down with excitement and start planning your retirement? Or, in the opposite case scenario, what if you achieve a 5% open rate? Is your automatic reaction to drown in your own tears?

When you consider the fact that the open rate doesn’t necessarily reflect an interest in your offer, I suggest you hold off on making any quick, mindless assumptions and spare the tears. The performance of an email campaign with a 5% open rate could easily surpass the performance of an email campaign with a 30% open rate. That 5% of your audience could quite possibly be inspired by your offer enough to take action and become viable leads while that 30% could be individuals who have absolutely no intention of giving you the time of day.

Your click-through rate is a more revealing statistic into your performance. These email recipients were intrigued by the subject line enough to open your email, and were attracted enough by your product or service offering to click through to your landing page and gather more information. However, just because you may have an extremely low click through rate does not guarantee a minimal number of conversions, and vice versa. It could quite possibly mean that the vast majority of those consumers or business professionals that clicked through to your landing page have a need that you have met and are currently in the buying mindset. Or, on the other hand, a significant number of those that clicked through to your website could be staring mindlessly at their computer screens clicking on anything and everything in front of them in an effort to pass the time.

When analyzing the success of your most recent email campaign, what it all comes down to is generating a high response rate. How many sign-ups did you receive? How many people clicked the “add to cart” button, or subscribed to your weekly newsletter? How many inbound sales calls did you get, or how many people filled out an online lead form requesting more information?

You can have the most intriguing subject line to inspire someone to open your email, and you can have the most creative, appealing email creative to drive them to your landing page. But this isn’t where it ends. You’ve successfully peaked their interest and have them right where you want them. Congratulations.

Given that your conversion ratio is a far more telling statistic than your open rate or your CTR combined, how do you ensure that you lock your viewers in? How do you convince them that the benefits of your product or service offerings far outweigh those of your competitors?

If you don’t have an informative, relevant, well-crafted landing page, you have nothing. For a quick reference to a list of things to steer clear of in the design and development of your website or landing page, feel free to refer to a blog article entitled, Top 10 Ways to Scare Your Customers Away.

Your website is oftentimes your only connection to your consumers in this digital age, and the success of your future email marketing campaigns depends on it.

Sorry, comments are closed for this post.

One Response to Your Email Marketing Campaign Metrics Are Fooling You

  1. Amarilys Rivera says:

    Valid point. Response rates are what tell you if users are interested in the product or service.