Accurate and detailed statistics on email campaign performance is one of the advantages of e-mail marketing. However, there are many misunderstandings concerning email tracking that pervade the business. It’s essential that track my email gmail understand their email statistics properly before you make key decisions or evaluating their email campaign’s performance.
To help you navigate at nighttime waters of email metrics, I’d want to explore 3 of the very common misconceptions in interpretation email tracking results:
1. Email with higher open and click on-through rates wins
Email marketers often use a technique that implies segmenting the e-mail list and sending different versions the exact same email to each segment. Such split tests help compare the potency of different subject lines, creative approaches, offers, etc. Through the next campaign marketers often send the version who had either the greatest open or click-through rate (or both) believing that the version is a lot more effective. However, the actual would be that the email that resulted in a higher open or click-through rate will not be the version which produces the best results. In some instances the e-mail having a lower click-through rate can cause an increased number of transactions because it was of greater interest but to fewer people.
Well, how will you make certain that your statistics aren’t misleading you? As well as measuring open and click on-through rates, it is important that you track the amount of people performed the particular actions on your website: subscribed to a newsletter, downloaded a free trial, or created a purchase. It is possible to track these transactions by using website tracking, which implies inserting a unique code on each website you need to track.
2. All subscribers opened my email
Open rates are tracked with the aid of a transparent one pixel gif image hosted on the server and inserted in to a HTML message the same as usual images. Any action on the recipients’ part leading towards the image load is counted as being an open. But this metric may not be accurate if:
the recipient prefers receiving plain text messages;
the recipient open a HTML email in a non-HTML compatible email client;
the recipient’s email client doesn’t load the images by default;
the recipient opens the e-mail offline after download.
As a result each of the above “email opens” will not be counted inside the stats.
The open rates are generally described as “percentage of unique email opens through the total of emails delivered”. People can open exactly the same email several times, and some companies measure open rates based upon total opens rather than unique opens that brings about overstated open rates. Some marketers equate the “email opens” for the “email reads” that might not be true at all.
It is crucial that you clearly define the way you will measure the email open rate to your company, and then consistently just work at improving it (from 40% to 50%, as an example) without having to pay attention oghzpp someone else’s 80%.
3. Email is a lot more responsive than postal mail – In postal mail, the response rates are the percent of people that responded by calling, registering online, visiting a store, etc.
In e-mail marketing, the metric “conversion rate” is usually used as the “response” rate. The conversion rate is described as actions taken being a percentage of unique click-throughs. For any commercial message, a message campaign with all the conversion rate .25% – .50% is rather good. So, actually the email “response” rates often may not be more than postal mail. But because creating and distributing email messages cost significantly cheaper, email marketing generally brings a lot higher return on your investment. However, it’s a combination of both postal and email marketing that produces the best results.
As an email marketer, avoid measuring your email campaign performance from the “industry average” and try to make critical campaign decisions based on facts, not assumptions.