Making sure your email marketing and your analytics are tied together is only good business sense. You are then able to make accurate adjustments to what you are already doing.
But I am not sure how many authors actually keep track of the data about your emails.
Do you? Do you know if all the hard work that you are doing is actually going to benefit you?
Your email analytics are essential to you making sure that you are succeeding in your marketing plans.
7 email marketing metrics you need to track
Each of these different metrics are a part of your analytics. You need to understand what they do and how they help you.
- Open rate
- Click-through rate
- Web traffic
- Bounce rate
- Complaint rate
There is a great article from AWeber. The article is called 7 Email Marketing Metrics You Should Track (and What They Mean).
While they are not completely free email service, they do provide an excellent price for what they offer.
This measures if your emails are even opened.
It measures whether your headline was effective enough to pull your reader in. If they opened your email, then your headline was a good one. If they didn’t open your email, then you need to adjust your headline with something different so you know what is working and what is not. When you know what’s working, keep doing that same thing. This is called A/B testing.
It also measures when your email was opened. With this, you will know when your readers are looking at their email. With the most number at a certain time, that will be your optimal time to send out your next one!
Please know that this is not fool-proof. There are certain trackers that make it easy to keep track of this. But if this tracker is disabled, then this is affects your open rate.
Apparently, AWeber has a great analytics side to their email system. I am still learning how to use this. It is definitely worth it.
This measures whether a reader has gone from your email to your site. You can see which call-to-action was effective in convincing a reader to do whatever you asked them to do.
Or if the content excited your reader.
Knowing which way your data turns, can only help you to make smarter marketing choices.
Knowing how to interpret your web traffic, and whether or not your readers are coming from your email, helps to answer which email is working.
Tracking how long your reader stays on your site, can tell you which is good content and which isn’t.
If traffic is low, you might need to revamp your emails or maybe even the content on your site.
Attaching your Google Analytics to your site will help in knowing all sorts of information.
Do you have affiliate links for your books? Do you know which link is selling more? or less?
Are you selling more from your email? or from your web page? Which one is working better? worse?
This is where Google Analytics comes in again. Having it all attached and working takes a bit of time, but the returns are rewarding!
Having some reader asked to be unsubscribed can be difficult. But knowing why they unsubscribed can help you to deliver content that your readers want to hear.
Keep in mind that a fluctuating list can be healthy. It means that only those who truly want to read your emails are the ones that stay on your list. This is where you can have a re-optin every year or so.
Bounces are a good indication of how healthy your email list is. There are hard bounces and soft bounces.
A hard bounce is when you send out to an invalid or closed email.
A soft bounce is when someone’s email is unavailable for whatever reason.
Most email providers will continue to send a certain number of soft bounces till they automatically unsubscribe that person.
Complaints are going to happen no matter the safe guards you put in place or not.
Have a plan to manage the complaints that will come your way. As your email provider might have a policy against so many complaints might cause you to be deleted. Ask your email provider.
So how do you think your email are doing?
Take the time to know what your analytics are telling you.
You will be glad that you did!