Email marketing is highly effective, especially compared to other online marketing options for one main reason- your campaign can be measured and tracked in almost every aspect. The reason you can utilize technology for more efficient reporting, analyzing, and optimizing of your data reports comes back to web analytics. The downside about these reports is if you do not understand the information they provide, it is more difficult to use the data.
Reading reports makes it possible to teach yourself what you need to know and how to apply it to your marketing strategy. The open rate, as an example, helps you see which “subject” of your email the reader found the most compelling. It is based on whether the email was opened, thus determining if you have timing issues. A low rate usually means the subject line does not represent the reader’s interests. Changing when the email is sent determines if your troubles revolve around timing issues.
Click-through rates tell you how subscribers/readers interact with your emails. When the rate is low it indicates your email message is not providing content they care to act on. Your call to action may need revamping or it could be the entire message. Fine tuning the content and call to action is imperative to gaining new consumers. Pay special attention to this part of the reports.
Learning how to read your reports leads to better year end results. What you do with the data once you understand it determines how successful your changes become. Sharing the information with your marketing team is another way to increase your marketing strategy for the better. Targeting your audience based on geographic region, colloquialisms, and keywords in content that appeals ensures better responses to your email content. Efficiency is possible when you take your data, create a strategy, and increase your click through rates and conversions.