Accurate and detailed statistics on email campaign performance is among the benefits of e-mail marketing. However, there are many myths concerning email tracking that pervade the market. It’s important that email tracker understand their email statistics properly before you make key decisions or evaluating their email campaign’s performance.
That will help you navigate at night waters of email metrics, I’d like to explore 3 of the very common misconceptions in interpretation email tracking results:
1. Email with higher open and then click-through rates wins
Email marketers often make use of a technique that implies segmenting the email list and sending different versions of the identical email to each segment. Such split tests help compare the strength of different subject lines, creative approaches, offers, etc. Throughout the next campaign marketers often send the version that had either the best open or click-through rate (or both) believing this version is much more effective. However, the real is the fact that email that resulted in a higher open or click-through rate may not be the version which produces ideal results. In some cases the email using a lower click-through rate can result in a higher quantity of transactions because it was of greater interest but to fewer people.
Well, how could you be sure that your statistics aren’t misleading you? Along with measuring open and click-through rates, it is essential that you track the amount of people performed the specific actions on the website: subscribed to your newsletter, downloaded a free trial, or made a purchase. You are able to track these transactions by using website tracking, which implies inserting a unique code on each website you would like to track.
2. All subscribers opened my email
Open rates are tracked with the use 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 that leads for the image load is counted as being an open. But this metric will 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 photos automatically;
the recipient opens the e-mail offline after download.
As a result each of the above “email opens” is definitely not counted inside the stats.
The open rates are generally defined as “percentage of unique email opens through the total of emails delivered”. People can open the same email many times, plus some companies measure open rates based upon total opens as opposed to unique opens that leads to overstated open rates. Some marketers equate the “email opens” to the “email reads” that may not be true at all.
It is important that you clearly define how you will will measure the email open rate for the company, and after that consistently work at improving it (from 40% to 50%, for instance) 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 rate is the percent of people that responded by calling, registering online, going to a store, etc.
In e-mail marketing, the metric “conversion rate” is generally used since the “response” rate. The conversion rate is described as actions taken as being a amount of unique click-throughs. To get a commercial message, a message campaign using the conversion rate .25% – .50% is pretty 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 investment. However, it’s the mixture of both postal and e-mail marketing that produces the best results.
As an email marketer, avoid measuring your email campaign performance up against the “industry average” and attempt to make critical campaign decisions based on facts, not assumptions.