From a marketer’s perspective, an email campaign includes: building a list, segmenting it, creating valuable content and transforming it into an irresistible creative. Then you just hit “Send” and you’re done. Or are you?
Where do you find information and ideas on how to refine your offer, so that it matches subscriber preferences and generates more clicks, sales and conversions? First look close by, right in your own backyard – your email stats.
Campaign performance analysis is probably your most valuable source of information – essential for defining success factors for future implementation.
Our new Email Analytics toolkit has been created to guarantee the most in-depth view of your campaigns. Now, keeping your finger on the pulse of your metrics is a real pleasure.
Today we present ideas on how to effectively use five of the tracking metrics available in your GetResponse account.
Despite the prevailing opinion that this stat can be inaccurate, we still believe that it is a valuable measure of your success. GetResponse Email Analytics enables you to:
- view figures for opened, unique opened and unopened messages day by day,
- track hourly fluctuations,
- compare opens for two newsletters side by side.
- Look for valuable data on the effectiveness of subject lines by comparing Opens for two newsletter versions.
- Identify the most-engaged (or least-engaged) readers by analyzing total Opens against unique Opens and Unopened, so you can and target them with a suitable offer (with a single click).
- Analyze the click-to-open ratio to find out if image blocking might be a problem, so you can decide whether a white-listing campaign is in order.
- Determine whether your audience prefers, for example, mobile or text-only format by analyzing Opens and other data, so you can adjust emails for better display.
Email Analytics includes an excellent comparative analysis of links clicked. From here, advanced segmentation based on subscribers’ interests is a one-step action.
Detailed analysis of links can also give you more insight into how successful your call-to-action (CTA) is – everything matters: wording, length, position in text, etc.
It can also provide useful information on subscriber conversion paths and online behavior: which landing pages they go to, whether they share or follow you on social media (and which ones), which images get the most focus, etc.
- Always check which call-to-action resulted in the most conversions and adjust your next campaign accordingly.
- Use one-click segmentation to address specific groups with highly customized messages. Ideas:
- Address non-clickers with a better offer
- Based on clicks to resource links, send valuable, relevant content (e.g. follow up with an update of a coming event to those who clicked an “event” link.)
- Send social-media-related offers to particular social network users (e.g. reward for sharing to stimulate acquisition of FB fans.)
If you copy-and-paste a tracking code onto your website, GetResponse tracks the number of sales, sign-ups, downloads and visits that arrive via a link from an email campaign.
This is probably the most in-depth tool for measuring subscriber engagement and campaign effectiveness at the level of an email. It will help you find out whether, (and how) your subscribers complete their conversion paths and help you understand some of the patterns of their online behavior.
- From here, advanced engagement-based segmentation is as easy as a click, so you can:
- Send “Thank you emails”
- Follow up with cross-sell and up-sell offers
- Adjust your loyalty programs
- Manage “abandoned cart” campaigns
- Increase personalization and one-to-one communication patterns by referring directly to subscribers’ actions.
This metric can tell you a lot about the effectiveness of your lead sources.
- Check trends regularly to find out whether your sources have suffered from natural attrition. Maybe it’s time to refresh your web forms, or simply make sure they work right.
Don’t be misled by the popular belief that low unsubscribe rates are a sign of customer satisfaction. It could as well mean that an unsubscribe button is missing or hard-to-find, and those who wish to no longer receive your newsletters are using more radical measures (such as reporting you as a spammer).
- Facilitating unsubscribe procedures will make a positive impact on your complaint and bounce rates and improve the quality of your lists.
- GetResponse advanced analytics options enable you to track not only the number of unsubscribes but also their reasons for doing so, (e.g. too many emails from this campaign, or doesn’t apply to me,) so you can adjust future newsletter campaigns to minimize the damage.
- Comparing unsubscribes for all follow-ups can help you find out which generate the highest rates, so you can eliminate non-performers or adjust them for better performance.
If the critical one is your Follow-up 3, maybe it needs new, better content – e.g. an irresistible offer.
This is just a sample of all the metrics that are now available in GetResponse Email Analytics. Watch for tips on more of them, coming next week.
Meanwhile – take the floor! Are you making the most of the GetResponse analytical toolkit yet?
We’re really curious about how it works for you, so don’t forget to leave feedback – we always look forward to hearing from you!