OnLine Marketing
Effective Email Statistics :: A Quick Review
Corrinda Campbell, Feb. 9, 2009
How do you know your email marketing program is effective?
One way is to look at your statistics. And the beauty of email marketing is that there are plenty of statistics to look at. Any good ESP (email service provider) will provide you with the data to look at these three basic metrics that help you determine the impact of your email messages.
Industry Standards*:
20-30% Open Rate
4 -5 %
Click Through Rate
.1% - 1.5% Conversion Rate
Open Rate: This is the number of recipients who were compelled opened your email message among the many in their inbox. This can vary by industry from as high as 34% for the telecomm industry to as low as .06% for IT providers. There are many factors that contribute to the open rate.
The subject line tends to be the most influential. Testing different subject lines is a good way to determine what works with your email audience. Split your list into A and B categories and use two different subject lines and compare the results. Beware of testing too many different variables in your email it will be hard to tell which one made the difference. Segmenting your list also helps increase your open rate.
Click Through Rate: This is the number of people who followed your Call to Action in the email message. Make sure you have a clear call to action telling your reader what you want them to do. Repeating it more than once in the email is also helpful.
Conversion Rate: The purpose of most email messages is to inspire your audience to take action. This includes buying a product or service, signing up for a teleseminar, downloading a complementary report, scheduling an appointment. The conversion rate is the number of people who clicked through to a landing page and did what you asked them to do.
A link in the email that goes to a dedicated landing page with a clear call to action is vital to a high conversion rate. Looking at these three email statistics should give you a clear idea of how effective your email messages are and where you can make changes to improve your email marketing results. The key is in testing and tracking these statistics over time.
*Source – www.60SecondMarketer.com
Connecting with customers:
With opt-in email marketing and iContact, you can easily connect with your customers. iContact allows you to easily create, send, and track email newsletters, surveys, and RSS feeds. Your customers are important to you and securing a connection with them is fundamental for the growth of your business.
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Tips From WIBN Lunch
"Your network serves not only as lead sources for new business, but also as a sounding board, support system, cheerleader, news source and industry expert."
Lida Citroen, Lida 360
www.Lida360.com
“Public Relations - Get to know the publication and the editors you want to work with and make it easy for them to write your story.”
Katherine Davis, Davis Communication Strategies
katherine@daviscommunicationstrategies.com
“Networking and Handwriting - Underline your name on your name tag to give it emphasis and better recall.”
Kathi McKnight, Rocky Mountain Graphology Assn.
www.TheHandwritingExpert.com