How to Make Sense of Email Results

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Without the Marketing Degree.

You’ve just completed your first—or your fifteenth—FetchRev campaign, and click the Results tab to get a breakdown of exactly how successful your efforts were. Understandably, one look at the data collected might feel like information overload, especially if you’re new to email marketing. Questions like, “Is this a good open rate?” and “What do I do from here?” naturally pop into your mind. We’re here to clear up concerns, ease fears, and provide some guidance for interpreting your email results—and improving on them.

Open Rate

Quite simply, this statistic lets you know how many of the customers who receive your emails are taking the next step and opening them. Open Rate can be influenced by a large number of factors, which is why we suggest not looking to your competition for comparison, but instead establishing your baseline and looking to increase it. FetchRev Marketing Strategist Stephanie adds, “I always tell customers not to worry about benchmarks or standards. Did you get an 8% open rate last month? Make it a goal to get 10% next month.”

Improving your open rate is all about making a strong first impression with recipients. Before distributing your campaign, ask yourself the following questions. Am I sending this at a time (of day or of year) when my customers are likely to click? Is my campaign tailored to the people on my list that I’m targeting? (For more on list segmentation, check out our earlier post). And, most importantly, Is my subject line clear, concise, and attention-grabbing? (We’re big fans of this topic, too).

Click Rate

Next, Click Rate measures who, of those that have opened your email, clicked through to view your landing page. FetchRev considers Click Rate to be the percentage of email openers who click-through to view your landing page Buy Now or Coupon campaign. In the case of newsletters, this is calculated by the percentage of email openers who click on any link in the body of your newsletter, be that an offer, social media site, or otherwise.

When it comes to acing this measurement, content is key. Writing crystal-clear header copy with compelling language is paramount. Stephanie also suggests including value in your header—for example, 25% off, $50 savings, or free gift with purchase. Make sure the image you’ve selected fits the deal you’re launching and the audience you’re speaking to. (Read more about choosing imagery here).

Purchase Rate

The third—and simplest—major result that we track is the percentage of those who have clicked-through to your landing page that have also made a purchase. At this point, your success depends on the strength of the deal you’re offering. We always suggest offering a discount of at least 25% on services offered, as well as keeping the price point of at least one of your offerings to $100 or lower. Don’t overwhelm your customers with choices, either. One or two well thought-out options are stronger than 15.

The Results section is so much more than a report card of your campaigns. It’s solid insight into exactly what’s working—and how you can work to change what’s not.

– Vanessa Demske, FetchRev Digital Marketing Team

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