What is Email Analytics and How Useful is it?
Email Analytics is an effective tool that analyzes your email campaign. It gives you insight into what your audience does after they opened your message.
This helps you pinpoint what is and isn’t working in your email campaign. Allowing you to fine-tune the campaign.
Your email analytic tool gives useful information on metrics such as delivery, open rates, click through rates, conversion rates, forwards, bounce rates, list growth rate and others.
Three of the most important email metrics are: Open Rate, Click Through Rate (CTR) and Unsubscribes.
If the number of your open rate is low, it means that people have started to delete upon receipt and means you need to improve on providing value and / or managing expectations.
When your CTR is low, it means that your message is either not targeted enough or simply not getting through. In this case, focus on improving your copy.
A high unsubscribe rate in relation to your opt-in rate, means you have to take look at when your people are leaving and take action based on that.
- If they’re leaving after a certain email, then re-work it.
- When they’re leaving after marketing messages, then re-work the way you present offers.
- And if they’re leaving early on in your funnel, then you need to fix your original call to action so that it’s working with what you’re sending.
Pay close attention to your email analytics, they’ll give you very specific ideas of what you’re doing wrong.
This will give you the ability to fix it or if things are going well, keep doing what you’re doing.